Raised in London, these two sisters had their fates planned out for them at an early age. Sienna would go on to be a great film actress, while Savannah's love for fashion let her into the arms of the world famous Alexander McQueen. It wasn't until a bit later while sharing a flat that they were approached by fashion entrepreneur, Carlos Ortega with the idea to develop a designer diffusion level brand. The name coming from Sienna's birthday, 28 December was chosen by both sisters as a more abstract take instead of their names. They have always loved working together and taking it to the next stage seemed like logical step to take.