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the new paradigm

of fashion

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Génesis

The value of experience. Fashion as a cultural expression.

Génesis

Fashion desperately needs to tap back into its biggest potential; its power to drive social and cultural transformation. It is time to harness its potential beyond pure aesthetics. To use its force to facilitate discussion, broaden minds and build a new culture.

The ethics of fashion

Analysis, reflection and legislation to safeguard shared values. From fibres to Big Data.

The ethics of fashion

We believe it is time to rethink the responsibilities and the virtues of the fashion industry; for the sector to reflect on its conduct and ask itself how it engages with moral principles, happiness and collective well-being.

Enlightened

Knowledge-driven action. Sustainable fashion isn't just about organic cotton and recycled materials.

Enlightened

How are we trained? Our learning systems still lag a long way behind the sector’s current needs and educational programmes have gone practically unchanged for 100 years. We must design innovative, disruptive learning formats if we are to keep up with the times.

The clothing journey

The logistics ecosystem. Where we make clothes and how we transport them. We can be better than globalisation, ensuring transparency and traceability.

The clothing journey

We all know textile production will never see large-scale localisation again, but why not build systems offering geographical proximity thanks to local production hubs located as nearby as possible?
We can bring our production system CLOSER. We need to design the future geography of fashion.

Intuitive fashion

The philosophy of design. Conscious creation as a vehicle for change and evolution.

Intuitive fashion

Most of the fashion we find on the market is detached from any internal creative process, engulfed by the single-minded goal of making money. Why do we make fashion? Let’s reclaim some space for artistic expression, creativity and design. Let’s re-empower conscious creation as a vehicle for change which, coupled with a determination to drive the sector towards a more sustainable future, will give us a renewed sense of purpose in making fashion.

Slow

Transitioning and shaping fashion to mean more than immediacy.

Slow

Taking the time to savour every moment. Stepping off the gas. Eschewing the speed that leads to nothing but superficiality. Taking new ownership of our existence and reconnecting with life; with our own natural selves. A fashion that helps us commit to, connect to and better comprehend ourselves, others and our world.
Time, value, empathy, sensitivity, respect, ecology, craftsmanship, quality, timelessness, love and a local approach.

How we buy and sell what we wear

A different model.

How we buy and sell what we wear

Towards conscious buying and selling: I know what I’m buying and where my money is going.
The business model is changing. We don’t just buy clothes these days; we procure services for physical and digital clothing supply, collection, subsequent recycling and rentals.
Physical stores are now experience hubs where we are immersed in a multi-sensory experience of the products on offer and buy only what we know will contribute to a fairer, more sustainable world.

Eternal fashion

If you can't do it forever, it isn't sustainable. Durability, quality, recycling. Fashion with value.

Eternal fashion

The cycle of nature has no beginning or end; it is in constant flux and everything has a meaning. Quality, durable, functional, resilience, recyclable, circular, sensorial, reparable, easy maintenance and healthy. Fashion that always “feels good”.

Healing

Fashion that nurtures the self, for greater well-being and a better feeling.

Healing

We make fashion for well-being. Clothes that respect the environment and the people who help make them and enhance the health and comfort of the people who wear them.
Fashion is more than function, expression and aesthetics. Its is another way of caring, for ourselves and for others.
We work with materials, finishes and technology that help protect physical, emotional and mental health. Colours, shapes and spaces that meet the deepest needs.

Regenerative

Reconciliation and connection with the medium. Nature shows us the way. Healthy biodegradability.

Regenerative

Give new life to that which has degenerated, restore it and improve it.
Definition by the Spanish Royal Academy (RAE).

Zero fashion

Towards zero impact and decarbonisation. No additives, no pesticides, no synthetic chemicals, no CO2, no water, no nothing.

Zero fashion

Zero waste, zero emissions, Zero discrimination, Zero toxic, Zero sad, Zero unimportant, Zero unnatural, Zero pressure, Zero stress… (tbc) .

The materials revolution

A whole new model. Nature, science and technology.

The materials revolution

The science of textiles applied to benefit the common good.
Research to find new ways to build a new model for the things we wear on our skin.

Commited communication

Engagement underpinned by knowledge and critical thinking. Goodbye greenwashing, hello greentruthing.

Commited communication

The internet has changed the way we communicate with, and inform ourselves about, the world around us. Anyone who reports, advertises or communicates must be held accountable, because only a well-informed society can think critically and therefore be – and stay – free.
Our communication is always underpinned by knowledge, honesty and commitment.

New labour rights

Global textile labour rights for collective well-being. Nobody should have to suffer to make clothes.

New labour rights

Old labour rights struggled to gain a foothold in transnational textile value chains, with countless hours dedicated to creating suitable codes of conduct in a system where the hands of those who make your clothes remain invisible.
New labour rights will revolve around a world of robotics and the symbiosis between robots and humans.
So what are the ethics of these new, tech-centric labour rights? How do we design them when we failed the first time?

Bold governance

New leadership systems: new leaders. An economy that supports social interest.

Bold governance

We know we are living in new times. So it seems reasonable that we need new leadership systems, new agents, new regulations and new strategies that will build an economy that supports social interest, delivering effective global solutions to ensure peace and justice.

Phygital

Fashion isn't just physical. Unconstrained creativity. The great challenge of making the digital universe sustainable.

Phygital

(Physical + Digital)
A person can have one single being – one single reality – in both the physical and the digital world. Online life and digital conduct is just another facet of who we are. The goal is to consider and understand the activity of each physical and digital individual as one single reality. This new reality remains unexplored, but the way it plays out in the future will have a significant impact.

Fashion as a social, cultural and economic phenomenon has a great deal to observe, consider, meditate on, reframe and decide.

Smart fashion

Artificial intelligence, algorithm design, technology innovation.

Smart fashion

Wearables, 3D printing, parametric design, interactive clothing… All this could await us in the very near future. Fabrics that can change colour by design, offer personally tailored stimuli and functions, and even detect our emotional state. The real challenge is how to make them sustainable.

Humanized technology

The 7.0 Revolution. Robotics and ethical digitalisation. Efficient, humanising technology.

Humanized technology

We as humans are able to modify our surroundings by applying artificial innovations, transforming the way we exist and experience our lives. The pace of these innovations has triggered new social challenges that require us to focus on humanisation, to ensure a balanced way of living that allows healthy, sustainable progress.