Juret Fall 2008
A couple weeks ago, I posted about Swedish brand Jurek and their mission to make clothes with ecological cultivated cotton. At that time, official lookbook images were not available, but now with the November 11th launch of their webstore, new images have been released. The simple understated photos go perfectly with their activist approach to fashion.
JURET: An Ecological Vision
Artists Fredrik Åkum and David Svensson from Kristinehamn, Sweden, are the people behind the art project and the trademark JURET. With the choice to express themselves with clothes has resulted in an ecological clothing brand with small numbered quantities sewed in ecological cultivated cotton. They started in a small scale printing clothes in a photo lab, when the rumour spread which led to a collaboration with a distributor. The first JURET collection is to be released the 1th of November and the target group is unisex romanticed people with a feeling for nostalgia. The main ideology behind JURET is that as an individual you have to live life, take advantage of the time you have, to favour your fantasy and not to be bitter.
- The dream is to discern as something good. Not just as a clothing brand, but as some kind of a milestone as for example the designing company Mah-Jong did in the 60’s and 70’s. We want to bring back a new wave of the happy 60’s, says Fredrik Åkum.
In addition to the clothing brand, Fredrik and David works with the fanzine “Katos grepp”, which writes about music, art and vogue with a focus on interviews and people they believe fit into the ideology of JURET. [Juret]
Pictures from Juret
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