Fashion

2024.11.24

Prototypes invites the next generation to join in the upcycling movement

photographer:GENKI NISHIKAWA
stylist:JUNKO KOBASHI
hair:MASAYO TSUDA
makeup:KAZUHIRO NAKA
model:MEL VAN ROEMBURG
words:ATSUSHI NAKAYAMA

Prototypes invites the next generation to join in the upcycling movement

Prototypes' New Challenge with the Old materials

Every year, the fashion industry alone generates 1.92 million tons of textile waste, equivalent to the disposal of a truckload of clothing every second. .(GATA MAGAZINE)
Have you ever thrown away or sold a garment you were wearing only a few weeks ago because it was trendy? Not only are large amounts of energy and water used in the manufacturing process of clothes, but the clothes we don’t need anymore are disposed of in deserts. However, one brand is trying to put an end to this vicious cycle.
Prototypes is an up-and-coming brand that uses 100% sustainable materials and challenges the fashion industry with a 100% sustainable spirit. Prototypes’ menswear-like, streetwise designs have many tricks up their sleeves, and their attitude is something the fashion world, as well as us consumers, can learn from.

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TOPS, SHIRTS DAWEI | MESH PENCIL SKIRT PROTOTYPES | HAND MIRROE Officine Universelle Buly | CHAIR KITA WORKS | SHOES STYLIST’S OWN

Upcycling to express Individuality

Prototypes was founded in Zurich, Switzerland in 2021 by Laura Behnam and Callum Pidgeon. The two originally shared a desk at the French luxury street brand Vetements. The brand’s DNA is to be environmentally conscious and sustainable. As such, all of their collections are made from reused fabrics that were originally discarded. For them, these fabrics are not trash, but rather a valuable material for expressing their creativity. They work with factories and upcycle dead stock items by themselves. They choose from a wide range of materials, from soccer jerseys to denim to police uniforms. Police uniforms, in particular, are manufactured to government standards and are said to be durable and long-lasting. Dresses made from a multitude of ties and hoodies adapted from soccer jerseys are all creatively reconstructed items.
　
Rather than ignoring the problems of the industry and creating new clothes using new materials, these two designers have been working on the front lines of the fashion industry for many years, so they were able to express a new proposal for clothing. Ironically, “it is more expensive to upcycle than to make new clothes,” says Laura. Nowadays, many brands are trying to use organic materials with less environmental impact, use renewable energy in the manufacturing process, and reduce water consumption. Little by little, the fashion industry is adapting to the necessary changes. They are proposing a business model that is different from upcycling. This original idea is novel but old fashioned, and could become the basis for a new era.

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TEE TOP, SKIRT PROTOTYPES | NECKLACE MESSIKA

PROTO PACKS,” the program that anyone can easily participate in

What if you could make your own Prototypes items at home?” Prototypes has established a DIY line in addition to its upcycled collection line. Consumers can download patterns and instructions from the Prototypes website and sew their own items. You download the pattern and instructions from the Prototypes website, sew the item, and “You can make such a cool hoodie out of two pairs of sweatpants! Give it a try!” The line was created with the two of them in mind.

Originally, DIY was a part of people’s daily lives, but by not relying on it 100%, but rather by processing the items with their own hands, they can transform what was once unnecessary into an item with more thought and care. This is a line that consumers can create themselves using sustainable materials, and using the patterns proposed by Prototypes, it will be a completely original item (if all goes well). Prototypes also proposes a DIY method called “PROTO PRINTS”. This is even simpler, like a tattoo sticker that can be printed on clothes by simply ironing it. You can easily arrange it to your own design. The wrapping paper used in these items and collections proposed by Prototypes is of course biodegradable. What PROTO PACKS and PROTO PRINTS have in common is the upcycling of the most familiar clothes that we can do ourselves. Even the clothes we wear every day are customizable, and we grow them into unique items that we will love for a long time, and we become close to them.. Their thorough attitude towards “sustainability”, which derives from the simple idea of ​​cherishing things, is their vision of challenging society.

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TOPS, SHIRTS DAWEI | MESH PENCIL SKIRT PROTOTYPES | HAND MIRROE Officine Universelle Buly | CHAIR KITA WORKS | SHOES STYLIST’S OWN

Buying a Prototypes item means investing in a sustainable brand. Trying Prototypes’ DIY line means expanding the possibilities of ready-made products. Like Prototypes, isn’t it important for us to continue thinking about how we can create a better environment and to continue challenging ourselves?

【SOURCE】
https://proto-types.ch/INFO-CONTACT
https://proto-types.ch/PROTO-DIY
https://gatamagazine.com/articles/fashion/an-interview-with-prototypes
https://www.papermag.com/prototypes-pfw
https://metalmagazine.eu/en/post/prototypes-out-with-the-new-and-in-with-the-old

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Sustainability Anquete

PROTOTYPES

TP VISA

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writer

Atsushi Nakayama

Born in 1995. Born in Kochi Prefecture. After studying abroad in the U.S., he went to Australia for a working holiday and joined the 2024 Tender Party. She is in charge of sustainability and fashion related issues. Sometimes modeling. Occasional cat sitter.