“HOW CAN A PRODUCT THAT NEEDS TO BE SOWN, GROWN, HARVESTED, COMBED, SPUN, KNITTED, CUT AND STITCHED, FINISHED, PRINTED, LABELED, PACKAGED AND TRANSPORTED… BE OFFERED CHEAPER THAN A SANDWICH?” (LI EDELKOOR)
This collection is inspired by Li Edelkoort’s ANTI-FASHION manifesto, which has gone viral in recent months on social platforms.
Li’s thinking explores the idea of a movement that opposes traditional fashion and the norms set by the industry in recent years, in the face of globalization and the internet age. ANTI-FASHION challenges trends and unbridled consumerism, promoting an aesthetic that doesn’t follow the conventions or seasons dictated by commercial fashion, now driven by influencers and content creators.
Li Edelkoort’s thinking is against the culture of fast consumption, where trends change rapidly, forcing consumers to constantly acquire new pieces. She proposes a more sustainable and conscious approach, with a focus on the longevity of pieces and the rejection of irresponsible consumption, where financial, social and environmental practices are dubious and harmful to everyone involved. The ANTI-FASHION manifesto embodies contrasts, highlighting the role of creativity in a polarized world. With politics becoming more divided, a culture of resistance is emerging, where the role of creativity is key to creating new solutions, collaborations and meaning.
Designers and brands are sensitized to the issue and aware of their responsibility in making creative decisions. This behavior drives the industry to innovate and focus on producing well-made pieces using high-quality raw materials. This duality is effective in terms of cost and resources.
Technology also plays a very important role, being one of the main drivers of this change by addressing the challenge of producing efficiently and consciously. These changes focus on the essential, leaving aside the superfluous. New ways of looking at waste are being explored as an opportunity for design, while personalization is seen as a luxury – not the unaffordable, but one that conveys emotions, sophistication and humanity in fashion.
“HOW CAN A PRODUCT THAT NEEDS TO BE SOWN, GROWN, HARVESTED, COMBED, SPUN, KNITTED, CUT AND STITCHED, FINISHED, PRINTED, LABELED, PACKAGED AND TRANSPORTED… BE OFFERED CHEAPER THAN A SANDWICH?” (LI EDELKOOR)
This collection is inspired by Li Edelkoort’s ANTI-FASHION manifesto, which has gone viral in recent months on social platforms.
Li’s thinking explores the idea of a movement that opposes traditional fashion and the norms set by the industry in recent years, in the face of globalization and the internet age. ANTI-FASHION challenges trends and unbridled consumerism, promoting an aesthetic that doesn’t follow the conventions or seasons dictated by commercial fashion, now driven by influencers and content creators.
Li Edelkoort’s thinking is against the culture of fast consumption, where trends change rapidly, forcing consumers to constantly acquire new pieces. She proposes a more sustainable and conscious approach, with a focus on the longevity of pieces and the rejection of irresponsible consumption, where financial, social and environmental practices are dubious and harmful to everyone involved. The ANTI-FASHION manifesto embodies contrasts, highlighting the role of creativity in a polarized world. With politics becoming more divided, a culture of resistance is emerging, where the role of creativity is key to creating new solutions, collaborations and meaning.
Designers and brands are sensitized to the issue and aware of their responsibility in making creative decisions. This behavior drives the industry to innovate and focus on producing well-made pieces using high-quality raw materials. This duality is effective in terms of cost and resources.
Technology also plays a very important role, being one of the main drivers of this change by addressing the challenge of producing efficiently and consciously. These changes focus on the essential, leaving aside the superfluous. New ways of looking at waste are being explored as an opportunity for design, while personalization is seen as a luxury – not the unaffordable, but one that conveys emotions, sophistication and humanity in fashion.
OUR COLLECTION EMBODIES THE ESSENCE OF ANTI-FASHION THROUGH KNITWEAR WHOSE DESIGN AIMS TO BE AGENDER AND FAR FROM MAINSTREAM. WE INCREASINGLY THINK OF KNITWEAR AS A VERSATILE DESIGN TOOL, OFFERING MULTIPLE OPTIONS:
1. MULTI-SEASONAL
2. MULTI-GENERATIONAL
3. MULTI-CATEGORY
ADAPTING TO DIFFERENT NEEDS AND LIFESTYLES.
At TRIMALHAS we believe that the production cycle of a garment should be conscious and transparent. This path is also part of the history of the raw material which, when thought out by the designer and the brand, materializes in an identity way in production, gains value when the brand integrates it into its closet of products and gains history when the consumer integrates it as a tool for self-expression.
THIS IS POSSIBLE WHEN WE THINK OF DURABILITY AS A QUALITY LABEL.
At Trimalhas, quality is synonymous with durability. In a market where quality is often inconsistent, our knits stands out for its exceptional durability. We educate consumers about this difference by emphasizing longevity as an essential feature of our TRIMALHAS brand. As consumers increasingly value physical strength as a sign of quality, we design each product to last, extending the life of each garment.
There are garments that are designed and produced for half a dozen months. This is not our purpose and intention in the creative industry. Extending the longevity of clothes helps save billions in resources. Our commitment to durability has contributed to a paradigm shift in the way we create knits to last over time. We guarantee the strength of our fabrics through rigorous testing of shrinkage, pilling and tear resistance. In this process, we prioritize the selection of fibres that will last over time through high-twist yarns, the aim of which is to guarantee greater strength and durability to the knits; including natural fibres for their easy maintenance. In our laboratory, we test all the knits we produce in order to preserve color and resistance to light, including repeated washing and exposure to external elements that sometimes damage knitwear when the quality is not exceptional. In addition, we use resistant, low-impact finishes that extend the life of the garments while maintaining sustainability.
Each finish is meticulously tested to ensure precise application, reinforcing our commitment to creating garments that are not only aesthetically appealing, but also designed to last.
THE ANTI-FASHION COLLECTION CAMPAIGN SHOWCASING THE QUALITY AND RESILIENCE OF TRIMALHAS KNITS
In line with the Anti-fashion manifesto, the campaign created (made up of 5 short videos) places a T-shirt – in a knit developed for this collection – in absurd and careless scenarios, with the aim not only of challenging the notions of fragility and excess, but also of emphasizing our mission of conscious production.
In this sense, the humor and sarcastic tone of this campaign are intended to highlight how our knits – always made with care and cutting-edge technology – is able to withstand everything that happens to it, regardless of the passage of time, lack of care (or excess of it) or the chaos of life.