iNDiViDUALS is under REconstruction

Amsterdam, January 8, 2018. After 23 generations, iNDiViDUALS makes the decision to REconstruct itself for ten months, starting from the end of January. By becoming aware of its presence in today’s polluted industry, AMFI’s international student reality brand changes its direction by aiming to become a blueprint brand for the future of sustainable fashion.

Founded in 2006, iNDiViDUALS’ guiding principle has always been quality over quantity. Today fashion is named one of the most polluting industries by producing more than 80 billion garments a year worldwide. As clothing production has nearly doubled in the last 15 years, transparency is now needed more than ever. By responding to the evolving Zeitgeist with new insights whilst creating a continuing narrative, iNDiViDUALS is there to make a change.

Commenting on the announcement, coordinator of iNDiViDUALS Charlotte Lokin said: “Nobody knows what the future will look like, but all acknowledge that the fashion industry needs to change if it is to sustain at all. By REconstructing iNDiViDUALS we hope to come up with a reality school format that allows for questioning, exploring and challenging current industry standards as well as develop new takes on what the fashion industry could be. New perspectives and new approaches are needed, and iNDiViDUALS hopes to be the fertile ground necessary for growing change makers!”

As the brand already produces in a small quantity for selling purposes a first step towards the intended direction has been set. At the moment iNDiViDUALS is in the middle of assessing its current business model to reconsider its value within the fashion industry. By developing new sustainable practices the brand aims to cater for innovation with respect towards the environment and the future to be a pioneer in the field of sustainability.

The innovative approach of the brand’s current generation is one that makes the brand go out with a bang. In the run-up to its REconstruction phase iNDiViDUALS will give its last presentation on January 29. Developments and announcement towards the event can be followed on Instagram.