"A ZERO IMPACT PROJECT" by the OWAY TEAM WITH STEVE ROWBOTTOM
VINTAGE RESEARCH. Timeless cuts and styles for vintage shows and clothes. Stories told with extreme clarity by international and internationally-renowed designers that fully reflects the values at the basis of the Organic Way spirit. A combination of high fashion, urban style, casual and streetwear for an approach focused on concepts such as recycling and reusing. All chlothes and shoes have been selected from the archives of the vast A.N.G.E.L.O. collection.
REUSING MATERIALS. We like thinking about how every object that is considered a mere piece of waste can be revalued, how it can be given a new shape, new objectives and a new lease of life. In a highly consumer era such as this, reusing and rethinking materials and objects before throwing them away opens up new eco-sustainability persepctives. For the sets, we have used elements that would have normally been considered waste, giving them a new artistic value.
INDUSTRIAL REVALUATION. When an industrial building is no longer used, it may seem natural to demolish it thus cancelling a historic testimony of the past or to abandon it leading to health risks and as sense of neglect, as new buildings are preferred. Requalifying these places has therefore the double advantage of breathing new life into these areas, whose cultural value is worth maintaining and promoting while, at the same time, protecting the environment against uncontrolled construction. For these shots, we have chosen a former factory as a location rearranging it as perfect urban-style set.