About us

Futur404 is the new home for fashion innovation.

An Atelier d’Agentivité* dedicated to exploring the possible futures of fashion, and their implications for our future societies.

In 2017, after three years of growing from a personal blog to an online magazine, our journey with Clausette.cc got to its next step, becoming Futur404.

When observing the online media landscape nowadays, one word still comes to our mind: frenzy. Tired of running after time and scoops, we decided to pause and take the time to reflect.

This has led us to collectively look for our own rhythm.

With this online media, we choose consistency over what make our hearts beat: a passion and always-on curiosity for the future. This materializes through the imagination and conception of multiple possible futures for the fashion industry.

Inspired by the complexity of today’s world, futur404 materializes our reflexion over the sensation of a system failure. With a simple mission, in continuum of our work with clausette.cc:

exploring the unfound –

Our voice

As young generations, we have our word to say in what our world is becoming. It may sound far away from fashion. But, fundamentally, fashion is a way to express ourselves to the world, and at the same time it reflects a lot about today’s society. Thus, with our new tagline, “not found_yet”, we intend to explore tomorrow’s fashion, together, through this new media platform.

As fashion and technology come closer every day, a lot remains to be discovered. For three years now, we have been witnessing “fashion tech” emerge and have forged our own convictions about it. As “new” industries seem to emerge, most of us tend to add up the “tech” particle to it (food tech, auto tech, sex tech…). When we believe the reality is in fact made of different industries and worlds trying to come together, while still having trouble understanding each other. The barriers between these worlds, which are slowly disappearing, are at the centre of our exploration journey.

“Innovation”, “startups” and “technology” are at the centre of attention today, ending up being blurred notions people use without truly understanding. Different innovations, some implying technologies, some others not, can and will impact the fashion industry. What we witness today is that the fashion industry has come to a turning point, where inefficient or unsustainable processes have the opportunity of being addressed with new solutions made possible by the progresses of the 4th industrial revolution.

Our will, with futur404, is to take the necessary step aside, to get the bigger picture. To do so, we firmly believe in the open source approach.

Thus, and in conformity with our own values, futur404 is opened, accessible and allocates time to building qualitative content. We will provide you with two kinds of content here:

Short formats, digest and accessible – that allow you to discover subjects shaping the future of fashion, available through our reading list, and news section, on a weekly basis,

Longer pieces, richer and less often published, that allow us to take the time to reflect and cultivate an authentic stance over subjects, operations, brands, innovations or individuals that caught our attention.

* Last, but not least: what about advertising? As former advertisers, we don’t believe in the old media / ad format. Why? Do we still need to explain why? We all have AdBlockers, and find it very unpleasant when asked by a media to turn it off, especially to see messages that have nothing to do with what we are looking for. Thus, and in line with what we did with Clausette.cc, you will see no traditional banner-like adverts on our website. However, we do work with brands on native advertising format. In consistency with our values, these will always be marked as such. 

Curious about what we do IRL? Learn more about our service offering or send us a note, we’re always looking for new talents!

Our team

Noémie Balmat

Allan Joseph

Rémy Dumas

Fabien Rossignol

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