The designers of he Elfs brand Mr. Ivan Tandarić (1982) and Mr.Aleksandar Šekuljica (1985) graduated design at the Faculty fer Textile Engineering with the Zagreb University in 2009. They developed their brand along with their studies, They have exhibited their fashjon collections within the Cro-a.-Porter week of fashion and have achieved the climb to the very top of the Cratian fashion world. They are recognized by their commercial designer approach playing with fashion and delighting thjeir critics as well as their public when presenting their shows from one season to another. Their designs are based on a type of daring trash. Thus as an inspiration for their shows they used the miss pageants as well as David Hasselhof - the icon of the trash milieu, further sham folk music, the pioneer of the silicons – dancer from the nineties Kasandra, Nataša Rebić the queen of aerobics from Split and, last but not least, the famous soap-opera Dynasty. Besides their active participation in fashion they are also recognized within the camp culture taking their experiments with kitsch into consideration, where they represent a step forward confronting themselves with trash culture. They established their brand playing with logomania pointing, ironically, logotypes out as a status symbol. However many domestic celebrities recognized also the originality of their ideas likde the famous singer Severina and Franka Batelić.. Thus Elfs became also synonymous for „beautiful clothes for beautiful people“