Haud, pronounced aud Latin meaning: not at all, by no means. Shad is at the centre of the label but it is a collaborative effort, to the extent that all suppliers are considered as part of the collaboration process. The narrative of a single designer is regarded by Shad as not to be in the spirit of the actual process of creating clothing. To create clothing requires eff ort by multiple persons in all parts of the design and production chain. Shad began Haud as soon as finishing school. Although he studied design at college, he considers himself as a self-taught designer, gaining experience from mentors in diff erent practices of design and manufacturing.