what is our frame? is it nature? grow your own groceries, bake bread, make a nice meal. take a walk in the woods, watch clouds floating in the sky. forget industrially manufactured goods.
what is our frame? is it an image of nature? we long for harmony, authenticity and simplicity, we want something raw, we want to do it with our own hands. we cultivate and idealize nature.
what is our frame? is it an illusion? blown up products tell you, they are produced fair and traded fair. healthy farm animals simply tell you, yes. eat me and you're healthy, you're young and sexy.
after all, we consume nature - the image of it, illusions of it, itself. after all, we are framed... and this is the narrative of the aw 14|15 collection. a wild west tale in colors of the soil, black, brown, grey, brownish tones. above all, there are blue skies and white clouds. it's a story of myths, betrayal, fake friendship, told by clothing.