After 25 years working with denim, Moroccan-born Maurice Ohayon knows his indigo from his stone wash. His fashion induction came early; his mother was a men's tailor, and Ohayon uses her tailoring techniques on his jeans, embroidering Notify branding inside each waistband - where his mother sewed the name of her customer. Today he's based in Paris, and his blend of traditional craftsmanship with modern design has given Notify - and Ohayon - well-deserved international success.