Designer Takeshi Hosoya became independent after managing a vintage shop, after which he managed an Under Cover. Seasonless label Peel & Lift was launched by Hosoya in 2005, who was also active as a musician in the 70s Flat movement. His initial collection picked up on military and workwear influences, and made it graphic and modern. The brand was then rebuilt in the punk fashion, and developed for the seasonal wardrobes of groupies, designers and fashionistas.