HANDCRAFT EXTINCTION

HANDCRAFT EXTINCTION

 

Riga Fashion Week

S S 1 6

 

During the debut at Riga Fashion Week SS16 opening ceremony, INCH2 did something that has never been done in history of RFW – the team has transformed a regular showcase into a spectacular show, brought to the surface an acute social problem.

“HANDCRAFT EXTINCTION” show was nominated as “Most Creative Show of the Year” by Baltic Fashion Federation.

The founders of the brand call our attention to the fact that today machine production uncompromisingly displaces manual labor within the fashion industry. Following the new rules of the game, humanity becomes a continuation of faceless machines. Choosing mass production, one also runs the risk of becoming another person in uniform monotonic crowd. Changing traditions, machinery impinges on the quality of life of future generations.

INCH2 – handcrafted shoes have strong charismatic personality. The designer Olga Peterson creates pieces to match her strong character and assumes the courage to openly discuss serious social issues by making the brand INCH2 a continuation of this vital concept.

“When creating a piece, the artist brings his character and soul into every element of creation. By handmaking a product every mature artist uses feelings, emotions and talent, incepting individuality into the masterpiece. A machine, or a robot will never be able to create this. Think about it now, before it is too late – perhaps tomorrow you will be the one replaced by a machine…” – Olga Peterson, INCH2

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