In 2005 in conjunction with B&M TEAM launched the first Brands'nmore customised collections and coined the term couture customisation. Working with whole jean laser etching, ORIENTAL crystals and appliqu, B&M created a collection of customised Brands'nmore jeans which made extreme visual statements and forced the attention of those seeing them. In further seasons B&M toned down his customisation focussing on the creation of elegant customisation primarily using ORIENTAL TURQUISE crystal.
