Itu’ started his career as an artist in 2014 and established his brand in Paris. While being an artist he also creates fashion items and carries them at his gallery in Le Marais. Itu’ gives his art on every product after manufactured in France, Italy and Japan. itu’ established his original art style of painting directly on manufactured items. Seeing how itu’ utilizes colors, people call him “A master of coloring”. One of the representatives of itu’, “POPSTAR”, performing colorful paintings on a perfect white leather. In 2017, Itu’ performed live painting trunk show collaborating with Vans in Art Basel Miami. Furthermore, Itu’ has done successful collaborations with Andaz Tokyo, Bang & Olufsen Japan, Trunk hotel. Also, itu’ has been in partnership with the one of the most high-end hotels opened on January 2018, Hyatt Centric, creating one-off products, planning a collaborating event. Established an official corporation as a second base in NY in August 2017, and started to expand brand fame in America since then.