obataimu means ‘over-time’
in japanese. for us this means
taking the ‘extra-time’ to do
things in new old
fashioned ways.

fashion + sleep + work

Everyone knows that fashion can be a fickle mistress, but ‘sleeping in the nude’ and ‘working in uniform’ are human trends that have existed across genders and cultures for centuries. Sleep is the litmus test for textile comfort and softness—we are always pickiest about how clothes ‘feel on the body’ just before we blast off into the stratosphere of sleep—to make this imaginative voyage as unconstrained as possible.

Fashion is an interface between metaphysical and physical states.

Everyone knows that fashion can be a fickle mistress, but ‘sleeping in the nude’ and ‘working in uniform’ are human trends that have existed across genders and cultures for centuries. Sleep is the litmus test for textile comfort and softness—we are always pickiest about how clothes ‘feel on the body’ just before we blast off into the stratosphere of sleep—to make this imaginative voyage as unconstrained as possible.

Fashion is an interface between metaphysical and physical states.

fashion + circularity + poo

When you gotta go, you gotta go. In Japan, one of the top signs of a good city, a welcoming city, is good public toilets. Often top architects are proudly invited to compete on creating imaginative toilet scenarios open to the public. The Japanese don’t shy away from ‘poo’ and everything that comes with it. It has always been celebrated, as a playful bearer of good luck—an indication that better things are coming. This observation on our first trip to Japan twelve years ago sparked our overall approach to design thinking: design from the “poo-up.” Let the waste problem be your creative starting point.

Fashion is an interface between supply chains and fads in demand. 

When you gotta go, you gotta go. In Japan, one of the top signs of a good city, a welcoming city, is good public toilets. Often top architects are proudly invited to compete on creating imaginative toilet scenarios open to the public. The Japanese don’t shy away from ‘poo’ and everything that comes with it. It has always been celebrated, as a playful bearer of good luck—an indication that better things are coming. This observation on our first trip to Japan twelve years ago sparked our overall approach to design thinking: design from the “poo-up.” Let the waste problem be your creative starting point.

Fashion is an interface between supply chains and fads in demand. 

fashion + water + fishies

We tend to forget
That fashion starts in the soil,
Gets dumped in our oceans
Ends up on our plates,
Or spins round in the tummy of a whale
On repeat.

Fashion is an interface between under and over worlds.

We tend to forget
That fashion starts in the soil,
Gets dumped in our oceans
Ends up on our plates,
Or spins round in the tummy of a whale
On repeat.

Fashion is an interface between under and over worlds.

fashion + soil + mycelium

Fungi systems: from mushrooms to moss to mold and more are ‘the internet of the soil.’ They spread Chinese whispers amongst diverse species native to the land on ‘how to share nutrients’ and live together in harmony. Overproduction of a single crop (mono-cropping cotton for fashion raw materials for instance) without at least a few of its native plant friends in the mix; results in soil infertility. It also causes an increased use of pesticides and genetically modified seeds, forcing it to keep producing. Until the soil totally loses its mojo. And then, even these healing magicians of the earth can no longer help.

Fashion is an interface between soil regeneration and human production.

Fungi systems: from mushrooms to moss to mold and more are ‘the internet of the soil.’ They spread Chinese whispers amongst diverse species native to the land on ‘how to share nutrients’ and live together in harmony. Overproduction of a single crop (mono-cropping cotton for fashion raw materials for instance) without at least a few of its native plant friends in the mix; results in soil infertility. It also causes an increased use of pesticides and genetically modified seeds, forcing it to keep producing. Until the soil totally loses its mojo. And then, even these healing magicians of the earth can no longer help.

Fashion is an interface between soil regeneration and human production.

fashion + robotics + romantics

As we teach technology to make everything for us, removing humans from the act of making altogether; supposedly so that it can free us from the shackles of production and instead leave the human race free to daydream across metaverses and remote control robots from reclining armchairs. What value will the label ‘made by humans’ carry in 2030?

Fashion is an interface between artificial and human intelligence systems. 

As we teach technology to make everything for us, removing humans from the act of making altogether; supposedly so that it can free us from the shackles of production and instead leave the human race free to daydream across metaverses and remote control robots from reclining armchairs. What value will the label ‘made by humans’ carry in 2030?

Fashion is an interface between artificial and human intelligence systems. 

fashion + gender + time

We are living in an age where in some parts or circles of the world we are lucky enough to choose how we identify ourselves on the inside and claim it on the outside: him, her or they? And in the parts and circles of the world where this is not possible—it’s thankfully becoming harder to stash this conversation under a rug. The conversation we have with ourselves in the mirror can be crippling or liberating (beyond just gendered roles and sexual preferences).

Fashion is an interface between private and public imaginations.

We are living in an age where in some parts or circles of the world we are lucky enough to choose how we identify ourselves on the inside and claim it on the outside: him, her or they? And in the parts and circles of the world where this is not possible—it’s thankfully becoming harder to stash this conversation under a rug. The conversation we have with ourselves in the mirror can be crippling or liberating (beyond just gendered roles and sexual preferences).

Fashion is an interface between private and public imaginations.