Less, but better

I find brands that launch calluses, knee pads, bras, pants and leggings in a thousand colors and prints every so often. I would dare say that this is a fast and bad process. It requires a very high investment to make these items with sufficient quality and such a variety so quickly. You can check this by looking at brands like Represent or Nobull. How often do they launch collections? What garments and how much variety do they bring out? If you look closely, Represent does not have a women's section.

In our project presentation letter we made it clear that our intention is to move away from all this and make designer sportswear that tells a story: “We believe in making products with patience and in a different way. Designing with intention, creating pieces that last and are treasured in your wardrobe. Our productions are limited, when you decide to buy a garment you get a unique piece that will never be manufactured again. We want to offer you design, originality and long-term value.”

I admit that at the beginning we also made products that weren't so good. Beginnings are difficult when you lack knowledge and resources. But it's a process of learning and improvement. That's when I realized that we had to improve and avoid offering clothes that expire quickly. We wanted to last, and there's no better way to do that than by making products that last.

One of my references in minimalism, design and creativity is Dieter Rams (image). I would like to finish with some ideas that he defends in his book and that I consider important when creating and consuming.

“The motto ‘Less, But Better’ should apply to production, but also to ephemeral products. We have fewer and fewer resources and our landfills are getting bigger and bigger.

Less, but better means that we must distance ourselves from the ignorance of excess and waste. We must distance ourselves from cheapness, both literally and figuratively. It also means that we need more things that really offer the buyer and the user what they expect from them: to make their lives easier, better and stronger.

Our challenges and commitments as citizens for the future are the following. We need:

• Fewer and fewer products whose production and use waste resources and are a burden on the environment.

• There are fewer and fewer products that stimulate the desire to buy, but they are hardly used, they are quickly put aside, thrown away and replaced by new ones.

• Fewer and fewer products are just a fad and become obsolete as soon as the fad passes.

• Fewer and fewer products that break quickly, wear out and age prematurely.

I believe that one of the most important responsibilities of design – perhaps the most important one, with respect to society – is to contribute to alleviating the chaos in which we are forced to live today.”

As Always, With Dedication.