An exploration into regenerating the existing.
Collection 1:0 : ROTATION acts as a comment on cultural shifts in the landscape of working IRL and the formalities of the 9-5. Reworking and rebranding the white shirt to re-route the future irreverence of this iconic garment as a previously important workwear status symbol.
Research, concept, sourcing, design, manufacture, art direction.
Label Hjem x Yeet Earth , HOKA EU , Unsanctioned Athletics
Label hjem created windsocks to fly above the start-line of the relay marathon, inspired by the location, Manston Airport, from repurposed technical windbreaker jackets . The collaged approach to colour and branding negated the use of new materials and maintains longevity for reuse on future HOKA campaigns.
Concept, sourcing, design, manufacturing.
Collection 2:0 : REFUSE is a comment on upending social norms and refusing to accept established systems. Chaotic organisation of sartorial and traditional patterns reflect undertones of protest and change-making.
Research, concept sourcing, design, manufacture, art direction.
Label Hjem x CLIP x Creative Basildon
Up-cycled & Remixed
Research, concept, sourcing, design, manufacture.
