888
888 is the embodiment of our independent collective made up of friends who are into music, photography, clothes, snowboarding and skateboarding.
By which we mean everyone can be the person they want to be. So that at the end we can all come together and create something special. Be You.
888 is a thought that consists of being a part of something bigger and to shape it for all eternity.
“888 IS AN OPEN SPACE WHERE NOBODY NEED TO ADJUST BECAUSE EVERYBODY IS ANYBODY”.
Through casual styling with timeless everyday pieces combined in a very approachable but fashionable & effortless way together with daily scenery, the very untouchable and exclusive world of fashion and art can be brought into everyman’s world. Without it being overdone or ruined through trying too hard. Still creating contrast between two very different worlds, casualty not seen serious and the very strict 9-5 business world. By using accessories everyone finds in their home like school backpacks, big headphones, dads button up and ties, we want to show people how close they are too such a secret kept universe.
By presenting simple but stunning looks we are able to contribute to sustainability by showing people that not everything has to be bought new every time a new trend comes up. But rather invest into timeless pieces that are simple and to repeatable pattern for future shootings in different styles to really show how versatile basics can be.
The 888 line is a versatile simple, basic with room to be styled however one desires streetwear, skate, high fashion, punk etc.
FROM OUTSIDER TO INSIDER
FROM GREY TO COLOUR
FROM STUCK IN THE SYSTEM
TO CREATING YOUR OWN REALITY
Collection Notes
“I teach you the Übermensch. Man is something that shall be overcome. What have you done to overcome him?”
– Friedrich Nietzsche
What do you want to be when you grow up?
One of the earliest questions we’re asked in life promises us the freedom to shape our own identity:
What do you want to be when you grow up?
As kids, those dreams are personified by the stereotypical characters popularly associated with specific professions and lifestyles: the Artist, the Architect, the Salesman, the Writer, the Designer. Their familiar uniforms reflect our understanding of ambition, talent and lifestyle. Fashion is a tool for shaping those identities. Dress the part. But subconsciously, our collective view of those characters is still connected to archaic attributes of race, gender and sexuality, that shape our normal. A remnant of patriarchal thinking, these archetypes are shaped by traditional ideas of possibility, ownership and belonging. Is a businessman always white? Is a basketball player always black? Are they always heterosexual males? Historically, what you want to be when you grow up hasn’t been a question of dreams but one of appearance, background and genetic make-up. In order to become the architect of your own fortune, you’ve had to reflect the social predeterminations of what that architect looks like. It is what makes us unconsciously trust the silhouette of a suit and distrust the contour of a hooded sweatshirt. But these are manmade inventions: systemic illusions. Inherently related to privilege, it’s an expression of the societal predetermination we experience during our upbringing. Fashion has the tools and power to re-programme these dress codes and impact possibility for every individual. In Nietzschean terms, man’s greatest challenge is to rise above the predisposed limitations society has set us; become the ‘overman’ (übermensch). By preserving the dress codes of the archetypes that embody the aspirations of the youth but changing the human values that have traditionally underpinned them, we open the door for any individual to shape their own identity regardless of gender, sexuality or the colour of their skin.
