Umlaut is above all the story of a childhood friendship: Eloïse Bombeau, Zélie Israël and Emma Panchot.

By sourcing fabrics from different places that offer end-of-line fabrics, Umlaut's production system works directly against overproduction and the problems that fast fashion brands create. The brand produces at a reasonable pace, offering "capsule collections" and the clothes are handmade in Paris.