The project is based on a personal experiment that addresses excessive consumption and the neglecting of clothing, where the author wore the same outfit for one year. In the past few years we have stopped owning clothes and started consuming them, taking a huge toll on the environment. With sustainability as a focus point the collection is carefully thought through: from choice of fabric to post-consumer lifetime. With increased usability the garments are adaptable for different situations and taste.
The project is in collaboration with graphic designer Dóra Haraldsdóttir, which designed the framework of the brand and concept.