CONSUMER - CODE was aimed directly toward a metropolitan consumer, who does not wish to be categorised, and to whom individuality and non- conformity is a way of life. He lives on the border, on the cutting edges of both society and style, and as such can not be placed in a box. He is and avid collector of special. limited and offbeat products. He appreciates, understands and demands the highest level design and quality, and will pay more for a unique product.
CONCEPT - Code was out liberated response to the confining nature of traditional performance clothing. By ignoring the conventional hierarchy of surface and form, and via the use of an interactive layering there is no longer a front, a back, on outside or indeed an inside. Code is truly integrated high performance 3 dimensional reaction to our shirt for free movement. INSPIRATION - Over the Millennia mankind has evolved to move, clothing has not...until now. By acknowledging that the role of clothing is simply to protect a body in motion, our minds, full of expectation have been freed. This has enabled us to redefine our response in form, to our need to move. |