Dreamjams are Clothes Designed to Nurture your Malnourished Creative Brain #Outside

itsnicethat.com
4 months ago
Dreamjams are Clothes Designed to Nurture your Malnourished Creative Brain

Having worked with organisations such as Greenpeace, NSPCC and Google, founder of design collective/agency Lovers, Alex Ostrowski, is well versed in the makings of brands and campaigns… but definitely not pyjamas. That, he says, was the main temptation. “It was almost like a dare! And it definitely snowballed,” he remembers of the beginnings of his passion project Dreamjams, which has been two years in the making. “There’s the element of the unknown in all projects, but this is very much outside the normal territory.” It didn’t even begin with the desire to making clothing, but instead, a vision of the final campaign shot. Inspired by depictions of creative collectives of the past, such as the attendees of the Bauhaus’ epic costume parties, and the crafty members of Kindred of the Kibbo Kift, Alex pondered, in a similar group shot of his agency’s collaborators, “What would all the Lovers be wearing?”…

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