Preserving value in fashion
Most fashion is fast, loud and not very sustainable. The concept of PURE ELEMENTS and it’s first editions started in 2010. Now a decade later the designs have not lost an inch of their relevance.
Extending it now to a whole brand concept for an outerwear apparel that is longlasting and based on limited editions to preserve value and avoid fashion industry cycles. Purity is part of the design concept, in the choice of materials and part of the brands culture. Transforming it into one language from corporate design elements to every item of the collection.
Besides a sustainable choice of materials, PURE ELEMENTS also aims to implement circular economy principles, meaning that products can be returned and worn-out parts will be introduced into the cycle again.
The project was showcased at the VIENNA BIENNALE 2015 and the ‘2051 Smart Life in the City’ exhibition, as well as at the VIENNA BIENNALE 2017 which was built around the theme Stadtfabrik [city factory].
It also came second place in the City of Vienna’s
Besides a sustainable choice of materials, PURE ELEMENTS also aims to implement circular economy principles, meaning that products can be returned and worn-out parts will be introduced into the cycle again.
Categories: Brand concept, apparel design, start-ups
Date: 2010 – ongoing
Photography: Heinz Rossbacher