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 out 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 out 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, and an increased use of pesticides and genetically modified seeds, to force it to keep producing. Until the soil totally loses its mojo. And then, even these healing magicians of the earth can no longer help easily.

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, and an increased use of pesticides and genetically modified seeds, to force it to keep producing. Until the soil totally loses its mojo. And then, even these healing magicians of the earth can no longer help easily.

Fashion is an interface between soil regeneration and human production.