The Mentality of Reverse Running — by UNDERCOVER

Current ready-to-wear collections are primarily aimed at celebrities or fashion insiders. This fashion produced for the catwalk only lives in the magazines, it is totally detached from reality. This ‘unreal’ system is sustained by the fashion and marketing industry. On the other side mass-produced and cheap clothes now determine fashion trends. But is there any passion embedded in this soulless mass production of cheap garments? Promotion and marketing consume most of the money the sales of these clothes generate. Ordinary consumers are attracted to fast fashionchain stores and even form long queues outside them. Money has become the new authority, this is the new trend. Everything has become associated to money. Is this what fashion is ultimately about? What role does fashion or design play in this scenario? The reason why we at UnderCover like to pursue fashion is because we believe that fashion enriches our daily lives. Although our clothes may not be the one, they are still properly designed. We try to embed love and passion into every single item we design and produce. This is our style. It would be great if more consumers would support our philosophy of this. Our aim is to build a community of like minded people who strive with us towards a different reality where the true values of fashion matter again. Last collection’s theme was Less But Better. With our current collection we continue this philosophy whilst at the same time extending it by integrating issues of daily life. We call it UnderCover.

(jt)