Early 2003, in New York City, Serum Versus Venom (SVSV) was born out of conversations about design and consumption between David Gensler and Christopher Bevans. Our goal was to first understand the origins of real value and then produce a brand that defined luxury in the modern age. We felt that to produce a modern luxury brand it was essential to root it in utilitarian traditions and craft. Before SVSV took the form of any actual products, a carefully conceived philosophical framework was developed - this ideology was named Futurecraft. This newly developed philosophy serves as a set of laws which dictates how we design, run our company and develop our brand. In short, Futurecraft is about taking that which is old (knowledge, craft, values) and colliding it with that which is state of the art. Futurecraft is the embrace of the significance of time - understanding that value can never be rushed. Over the years, these values have fueled and continue to fuel the growth of SVSV, The KDU, and related brands.