Due to the fast fashion model, costumers got used to consume new garments at a fast pace. In collaboration with Nofar Kutchero, we looked for a new method to allow us to keep up with that pace, while minimizing the environmental effect of fast fashion, thus reducing the pollution that our industry causes. To achieve that, we studied the world of new consumables fabrics like soy, hemp etc. It made us consider the concept of time in fashion. What is considered timeless in fashion? What are the primal clothes in different cultures and is there a connection between them? For how long do we keep cloths now days and how often do we buy new ones? Does the frequency change for different items? 

​

We first learned about the degradation of natural fabrics. After burying the garment in the ground,
a process reminiscent of compost begins that allows the energy stored in the garment to be reused. We, as a brand, can manage it and build landfills in which our garments can be recycle effectively. The consumers can choose when and where they want to recycle the garment. By doing so they are part of the reuse process and are given the option to make an ecologically responsible choice.

​

We also went back and explored the first clothes of many cultures in an attempt to decipher what they all have in common. We researched traditional clothing from all sorts of cultures and discovered that they are all based on geometric shapes with references to the human body. Inspired by them, we modeled rectangular fabric sheets that incorporate removable straps, and created new silhouettes. In these silhouettes we combined features and elements from the modern wardrobe, like the collar of buttoned shirts, stitching, and the buttons of polo shirts and denim jackets. we also designed iconic items according to the language we wanted to associate with the brand we built - Gaia.

 

Gaia is the earth goddess in Greek mythology, and we chose to dedicate the brand name to her out of respect for the planet. We designed the first collection inspired by the vaporwave aesthetic in this style it is customary to take classic works of art from different cultures and apply modern electronic tools on them, or to put them in a digital context.  We felt a strong connection to this style and believe it is the appropriate tool to represent our ideas. We give a new technological context to the same classical concepts of fashion. Inspired by this aesthetic, we created prints that we combined on the various items of the collection.