The “ghost creatives” behind brands like YEEZY, as well as a number of other high profile celebs and streetwear trends, are launching their own brand. Entire Studios, founded by duo Dylan Richards and Sebastian Hunt, has just one item thus far, an oversized puffer coat that comes in blue, orange, or grey.

You may be wondering, what is a ghost creative? It’s understandable that you might not know, as the whole purpose is to be, well, a ghost. These undercover stylists come on board to hone in on branding and fashion direction, often working outside the limits of the traditional stylist’s role. Speaking to HighSnobiety, Richards explained, “It mainly depends on the client — everyone has different expectations — but you act as a curator. A ghost stylist comes in and enhances a person’s style or a brand’s overall direction. They’re supposed to pick up trends, themes, or elements that are missing…It’s about fine-tuning their style to reflect specific goals and interests.”

Richards and Hunt, New Zealand natives, met via Tumblr back in the day. The two hit it off and started collaborating in New Zealand before making the big jump to Los Angeles. Shortly thereafter, they began working with some of the big names that define their careers today. Kanye West, Justin Bieber, and Tyga are all listed as clients.

Entire Studios marks the beginning of their journey not just as curators, but as creators. Their first drop, the puffer coat, is already a staple in streetwear. But, the two promise future releases every few months, and given their history of trendsetting, there are sure to be some cutting edge pieces in store.