WHAT IS ZETEBY
ZETEBY is the result of a career in the fashion industry by an outsider crew of creatives who have grown sickened by fashion rules, myths and behaviours. This cryptic yet sincere definition is the best way to sum up a lot of different inputs which inspired the birth of ZETEBY.
THE FASHION WORLD TODAY
So much has been said and written over the distorted and perverse logic of the fashion industry over the past 100 years. Its unethical overproduction, environmental unsustainability, exploitation of workers in poor countries, are just a few of the reasons that contributed to the birth of ZETEBY. The perpetual consumerism on which the fashion industry seems to have built its foundations has become the “disease” suffered by many fashion enthusiasts. As a result, this perverse process is making people feel inadequate and is spurring them to compulsively buy goods they don’t need and probably don’t even like.
THE “CREATIVE” ILLUSION
The process of “creating” a fashion item, whatever it might be and wherever worldwide it might be created, is subjected to the same sad logics. It must follow the defined season guidelines (which drive not only the item’s design but also its materials and colours), it must be in line with marketing guidelines and, most importantly, it must be created rapidly. These are just a few of the many limitations the work of a creative designer is subjected to nowadays, and ultimately these are the reasons behind the “uncreative” role in the fashion industry today.
ZETEBY’S RECIPE
The mission of ZETEBY is to be a revolutionary game changer. That’s why ZETEBY is not just another fashion trademark, but a design lab where people can create, experiment and suggest new ideas in the field of fashion design, without being oppressed by market rules, influences, time and budget schedules.
ZETEBY refuses the logic of pre-production, as it’s all virtual and digital. This approach allows total freedom over the product design process and helps encourage creativity. It guarantees the maximum value of research and study about the product and aims to avoid style conformism. And last but not least, ZETEBY is environmentally friendly as a result of its being virtual and digitally-based.
ZETEBY refuses the logic of competition. Competition is primitive, does not allow to engage in creative collaborations and ultimately develop friendship. It kills the positive mood and only creates winners and loosers. ZETEBY will always promote the cooperation in the creation of items.
ZETEBY refuses any form of gender discrimination and that’s why items will be shown without a separation by gender. Every creation is intended to be suitable for any identities, so as to embrace a gender-fluid philosophy.