I consider this line as a "Social Healing Action" in fashion: Fashion is soulless, and now we need for timeless and true products, rather than seasonal and speculative fashions.
In this website, we tell true stories, and we show real people, avoiding selfies, red carpet or photocall images.
FEWER PRODUCTS, BETTER DESIGNED
The world we believe in for the next few minutes.
Will be a world with fewer products, better designed. Hence, designs that will help the evolution of the universe, of the world, and of the humans as a whole. Products with a soul, to enlighten our lives.
The world some minutes ago.
It was a world where most people had more products than they needed, and more problems than they wanted. A world where big companies made accessible a wide range of products to a wide range of the consumers. At a low price, thanks to a high human and ecological cost of production.
NULLA AETHICA SINE ESTHETICA
An esthetic that brings an ethic.
“Nulla esthetica sine aethica” it is a phrase written on the blackboard by spanish poet and philosopher José María Valverde as farewell of his esthetic Chair in the university of Barcelona in 1964, when he was exiled to USA. And he was very true: ethic has to prevail over anything.
Nulla aethica sine esthetica.
But the reversed phrase, “nulla aethica sine esthetica”, is also very true. Ethic and esthetic are two sides of the same thing. Shapes, colours, harmony, can speak like letters, phrases, texts. And far beyond, the way a design is conceived, made, and purchased, defines its soul.
A designer´s action has an effect on the world.
Both, ethic and esthetic, become true through our actions. The world is full of products, but very few of them are best designed. “Fashions” are viral, and can have devastating effects both ecologically or socially -think about the Bangladesh case, where big retail chains make their profits by paying less that is worth. Or the “shark fin soup” as a fashionable sign of “exclusivity” for Chinese weddings. On the other hand, we can contribute positively by creating and consuming things that help the world and the people involved in the process.
And a consumer´s action has an effect on the world.
That is the other side of the same reality: Through the act of buying we expand the energy that is behind the product. If we choose to buy cheap, we create cheapness. If we decide to buy healthy, we contribute to healthiness. If we buy products with a soul, we expand truth. A friend of mine said once: “if you live low cost, your life will be low cost”. That means, if you pay 10$ for a shirt rather than 60$, you will probably end up being paid a 1,000$ salary instead of 6,000$. We all live in an interconnected world, and everything we do is part of a chain that comprises everything in our lives. We are responsible for the paradigm we live in.
GOODS FOR THE GOOD
Goods for the Good.
Humanity is in constant evolution, and It´s up to us to create the paradigm that satisfy ourselves. The time is now, and the place, the world.