Eunify in Tokyo.
We need to go back to 2017 for this text to make sense, but we promise it's fast. That's because a brand from Berlin that was just starting attracted attention that same year because of Brexit. That's right, the departure of the United Kingdom from the European Union. In fact, it drew attention to itself because of its hoodies protesting against that decision, becoming one of the most potent expressions opposing Brexit.
Souvenir Official started as a project by David Mallon and his wife Karin Oender. In 2011, the brand was a conceptual gallery that also supported artists' works. This project has been changing, gaining strength, and today, it’s considered an important supplier of "opinion clothes" as they call themselves.
In addition to the hoodie worn by Vivienne Westwood, Virgil Abloh, and important names in German politics, SO creates garments that go along with the guidelines of the new gen. They are fluid, opinionated, and obviously, sustainable pieces, which is visible in the brand's latest collection Earth Core.
“It’s about a reset, returning to our roots, and reconnecting with ourselves and nature,” says multi-disciplinary artist Pandora Graessl to Vogue.
In some recent photos taken in Tokyo, the brand combines EUnify hoodies with baggy organic leather pants, naturally dyed t-shirts, and leather belts with embossed logos. They do not use disposable materials, even in the packaging of the designs. Dressed to be today's activists, for tomorrow's sake.
Virgil Abloh wears good mood for SS ’22, check it out.