Immaterial values to wear: Andrea Crews promotes innovation & upcycling

Hosted at Station F, France's biggest and hottest startup incubator, the Hardware to Software collection empowers entrepreneurs

in brief

Earlier on today, Andrea Crews presented its Spring Summer 2019 collection ‘Hardware to Software’, at Station F. Mixed and overlapped sportswear and workwear meet reflective materials and offer a redefinition of the business man’s style.

Born in Palais de Tokyo, in a pile of clothes, in the middle of an explosion of collaborative creativity, Andrea Crews is a fashion collective, born in 2002. The label has always been about collaboration, and as a firm believer that disciplines interpenetrate each other, Andrea Crews fostered this belief through its “Fashion Art Activism” manifesto and creative collective.

This season, the collective has chosen Station F for its latest collection show (Station F is French entrepreneur Xavier Niel’s latest “baby” – an incubator campus, said to be the world’s largest – and which also happens to be our offices). So you can imagine how happy we were to discover a collection dedicated to the “millennial entrepreneur” :)

Image credit: Imaxtree.

An immersion into the digital world and its aspirations, redefining the style of the business man

Portraying a man “who knows how to surf”, the collective imagined a mix of sportswear and workwear to dress what they call the “Millennial entrepreneur”, be it a startuper, a hacker or a trader. With overlapped and mixed materials imitating the hulls of computers, the clothes featured reflective flashes and pastels of grey collars, mixed with a range of color in grey-beige of retro-futuristic machines or t-shirts showcasing Edward Snowden or Assange as icons.

But most of all, what is interesting in Andrea Crews is its approach: the label has long been upcycling, or even highjacking old clothes into new ones, mixing influences and styles for a new aesthetics, way before it was cool. Indeed, before launching its ready-to-wear line, in 2012, the crew has been making unique garments from old ones for ten years.

Credit: Hypebeast.

Credit: Hypebeast.

Credit: Uncle Johnsot.

Credit: Samuells Studio.

Credit: Coeval.

Credit: Uncle Johnsot.

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