MILAN — Teach them younger, educate them proper: children are about to get their share of upcycled trend, courtesy of Andrea Rosso.
The founder and inventive director of military uniform upcycling label Myar has launched Myar Kids, concentrating on girls and boys aged 4 to 12.
The model will add to the portfolio of Brave Kid, OTB Group’s firm that makes a speciality of the analysis and improvement, manufacturing and distribution of youngsters’s put on for high-end worldwide manufacturers. These embody Diesel, Dsquared2, Marni, No. 21 and, beginning this week, additionally MM6 Maison Margiela.
Launched as a males’s put on model, Myar is finest recognized for respiratory a second life and new vitality into deadstock materials and navy clothes, which beneath Rosso’s imaginative and prescient make for creatively compelling, repurposed garments.
“We started from men but then noticed that military garments on a female body looked prettier and less stereotyped so we started to think how different and funnier they could have looked on kids,” stated Rosso, admitting that “at the beginning I was hesitant, but then I thought of giving it a try.”
Even cutting down silhouettes, the designer maintained the Myar philosophy throughout the inventive course of, utilizing deadstock materials sourced from OTB’s totally different firms in addition to different suppliers.
As a end result, the collections are product of distinctive items in restricted version, every moreover carrying a QR code enabling children and their dad and mom to be taught concerning the provenance of the gadgets and the sustainable procedures applied throughout manufacturing.
In specific, Rosso favored the concept of overturning the standard relationship between dad and mom and youngsters, letting the youngest to teach the oldest for as soon as.
“I thought: ‘What if it is the son to teach something to his parents?’ At the end of the day, parents did the whole environmental mess,” he famous, underscoring that the aesthetics of the road is supposed to be enjoyable but in addition ship eco-conscious messages.
Rosso imbued a playful spirit into the model’s signature navy aesthetics in its first Myar Kids assortment, which launches with the spring 2022 season. T-shirts and hoodies are printed with photos of endangered sea animals, starting from turtles to whales, whereas the identical aquatic theme can be reinterpreted with handmade graphics blended with ecological slogans. Utility shirts and cargo pants crafted from navy camouflage clothes seem subsequent to cotton separates constructed from classic Hawaiian shirts.
The Myar Kids line will likely be obtainable not solely on the model’s e-commerce but in addition on the on-line retailer Brave Kid simply debuted to hold the kids’s put on assortments of a few of its licensing companions.
As reported, regardless of the pandemic, Brave Kid managed to develop its enterprise in 2020, when the corporate’s revenues had been up 5 p.c to virtually 50 million euros. The agency expects to shut 2021 with a 15 p.c development in comparison with 2020.
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