Where it all began The story of edd. The edd expression The first idea of edd started to grow a few years ago. We became obsessed to not only create our own brand, but to create a lifestsyle that we later came to call ''the edd expression''. We worked days and nights, sourcing for manufacturers that could fullfill all of our credentials. Every single choice of material mattered, the beads, stretch-cord, charm etc. We figured this was critical for us to be able to succeed. After months of research, a ton of emails, phonecalls and samples, we finally stood with a product that we could proudly present as edd.