This Is Not Clothing, fashion version 3.0
The new brand, which was presented at the trade show Tranoï, deserves special attention. It is overseen by Jam Sutton - a music video director, photographer, sculptor and 3D digital art expert who is recognized worldwide for his prestigious collaborations with the likes of Pharrell Williams, N.E.R.D., Kid Cudi and Azealia Banks.
Partnering with Patricia Kouto, a former music business attorney, Jam launched his brand last year with a line of t-shirts and sweatshirts featuring prints inspired by major periods of art, while adapting them to modern, real life events.
Following an initial collection combining the Renaissance with Hollywood myths, his latest collection, "Collection III", revisits great battles from Greek mythology, while confronting them with, for example, riot police.
A digital artist, Jam Sutton produced his prints using scans of live models and then reconstituting them as photographs and sculptures. It’s also worth noting the addition to his latest collection of a virtual reality app available for download (This Is Not Clothing) that allows users to view each printed sculpture in 3D.
Having been noticed at the last Pitti - he was included as part of Uomo Vogue and GQ’s special selection - This Is Not Clothing is positioned as a luxury brand with pieces sold at between 130 and 180 euros.
Distributed in 25 locations worldwide, including at Harvey Nichols in London and the Trading Museum Comme des Garçons in Tokyo, as well as on the e-shop www.thisisnotclothing.com, the brand Jam Sutton should be expanding its range for its upcoming collections with the goal of developing a complete wardrobe.
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