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REDESIGN, RECYCLE, RETHINK
APRVD, the upcoming contemporary RTW brand, is revealing its RE:ART Collection this summer.
How to approach “Sustainability” as a fashion brand is always on the frontline of APRVD’s concerns. RE:ART by APRVD would lead us to have an opportunity to find a way to practice being sustainable in our daily lives, as well as to remind ourselves of mother nature. Through this capsule collection and the (digital)[JHL1] exhibition APRVD sets out its environmental mission and explains how it influenced them to evolve the design and brand’s message with help from other creatives and artists. APRVD believes a movement towards sustainable materials and supply chain is necessary.
However, it can be started from the little steps, such as reduce, recycle, and rethink.
In light of this, APRVD would be a conversation trigger, to“Re-do something” for everyone in the design & creative industries to create a more sustainable product with more mindfulness.
Responding to this, the first RE: ART Campaign is revealing with two talented artists, “East Oklm” and “Yejin Jun” as the collaborative artworks, to develop the brands’ slogan “We are connected.”
while evolving its styles and messages about being sustainable, with more inspiration from mother nature.
“REDESIGN” by APRVD
We are really pleased to show "RE:ART – (DIGITAL) exhibition” with these two talented artists. APRVD has been creating the “RE” capsule collection every season, which focuses on recycling materials since 2019, especially recycled down Jackets for 20AW Collection.
However, our concern is always at the front line of how to communicate our mission, “being sustainable” and sharing this idea with our customers, friends, and our society.
“I hope this "RE: ART by APRVD” would inspire you and be interpreted by your own practice. We believe that this crucial “to do” list as the following: to practice “redesign, recycle, rethink" will encourage us to move forward and continue this beautiful voyage.” Says Jin, the creative director of the APRVD.
In order to move to the next step for the real impact, APRVD started to re-design with our leftover materials, and during this process we asked for EAST OKLM to help our practice.
“RECYCLE, REBUILD, REPAIRING” by EAST OKLM
East Oklm is a brand that creates new garments by upcycling which process is focusing on adding new values to existing vintage items or pre-loved products. With the unique production of the East Ockham, they stand for the best & only one for individuals towards sustainable fashion.
“ In RE:ART, I hope the identities of both brands can be seen well, I focused on the challenging mindset and the harmony of APRVD and East Oklm while discovering new values in APRVD reinterpreted way of East Oklm.
My concern is the balance of sustainable fashion.
How to think and practice, not to be biased in one direction in-between environmental mission and fashion style or material. We should consider both, balanced directions.”
Son Hyun-duk /East Oklm.
“RETHINK” by Yejin Jun
“Present time” is centralized on my whole work. My paintings are inspired by collecting and interpreting someone’s moment. I used to neglect the present given to me now buried in anxiety about the uncertain future.
I would have also regret constantly reflecting on the past.
After overcoming this, I redirected a life attitude empathizing on the present I live in, rather than regretting the past or worrying about the future that has not yet come.
I hope RE:ART shows our core value of what I would like to visualize in my painting, the cozy moments of the human in nature. I hope the "presence" of individuals in my artwork can connect smoothly to the perspective of APRVD’s environmental mission so that it visualizes the values we stand for, “being sustainable” rather than just an art- collaborative aesthetic sense.
This project is very meaningful for me in terms of the creative process, encompassing the collaborative practice for sustainability from both, the art and fashion. I would call for all designers to impose the new rules, rethink, encourage people to have better practice in their business in consideration of sustainability for nature who inhabit us with us.