In 1990, the two Berliners by choice Walter Molt and Daniel Luger, together with Achim Probst and Roland Wagner originally founded the screen printing firm W.A.R.D. Productions, which was focused on band merchandise oriented, which quickly started producing for cult bands like Jingo de Lunch, Plan B and Einstürzende Neubauten. The early and consistent roots in the hip music scene in the capital have stayed strong until this day.
Flash forward to four years later in Kreuzberg: Together with the French street artist and designer Jeremy, Jaybo aka Monk 'Baudouin, the first independent designs are being developed and produced. The brand Iriedaily is born and celebrates its official foundation in 1994. Since then, the collective of artists, graphic artists and musicians has been making use of its connections to the young Berlin art and culture scene in order to sustainably transformation the tight-knit cityscape with fresh ideas and its very own style. Today, the company consists of 30 permanent employees and an in-house mini-ramp.