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The finest, whitest flour available throughout Europe is rated ‘triple zero’. International narcotics traffickers refer to the highest quality kilograms of cocaine as triple zero-grade. '000' represents the purest product available. The brand 000 was conceived the day creative director Jakob Dietell was released from Lompoc United States Penitentiary after serving a 120-month sentence for drug trafficking. Knowing that he was never going back to prison, he wanted to do something that his friends and family could be proud of. Finally taking advantage of his long time love for fashion, the brand was born. Each 000 product is cut, sewn and finished by hand in Los Angeles. No dramatic representations, no artistic license, zero bullshit.