How Radical Generosity Sparked a Friendship
January 19, 2026
Max Koval’s friendship with Sudsies CEO Jason Loeb started with shared values, not garments. This story follows Max’s journey from leaving Ukraine at 18 to building a luxury career that spans music, retail, and leadership at Prada, where he now helps clients create deeply personal made-to-measure pieces. It explains how Jason’s curiosity about quality turned a client interaction into a decade-long relationship rooted in forward momentum and “radical generosity.” Through constant idea swapping, introductions, and shared expertise, their bond benefits Sudsies guests by keeping the team ahead of new fabrics and ensuring one-of-a-kind garments are cared for with confidence and respect.
