&OR COLLECTIVE
Reimagining how clothing is made and/or worn
WHEN A CHOICE BECOMES A CHANCE
The conception of &OR came at a moment in history when every human on the planet was forced to take a pause and stock of our life’s choices, as the planet indirectly and/or directly screamed at us all to reconsider everything. The year was 2020, when four determined women took a step back to reimagine new ways of being, for industries hurting the planet the most.
Coming out of lockdown we knew no one was ready to forgo their comfy sweats in lieu of a rigid pair of jeans or a stiff client-ready button-up. At the same time we also saw the effects of a gentler footprint on our earth: clearer waters, fresher air, stiller minds, slower living.
The powerful combination of the two was our seed for change: to create clothing designed to be worn from sun up and/or sun down, for the boardroom and/or the bedroom, with ease and/or effortlessness. But more than that, clothes designed to stand the test of time, outlive trends, and not compromise on quality.
FOUNDER | BRAND STRATEGY | BRAND NAMING | CREATIVE STRATEGY | VISUAL IDENTITY | CREATIVE DIRECTION | WEB DESIGN | PRODUCT DEVELOPMENT | PACKAGING | CAMPAIGN AND CONTENT CREATION
We know overconsumption is a major issue, one we can't tackle alone. So, we focused on improving the production cycle. Traditional cut-and-sew clothing manufacturing generates over 15% textile waste, but we discovered zero-waste knitting technology that drastically reduces a garment’s footprint from conception. This technology eliminates the cut-and-sew step by creating each garment as a single piece, like a 3D printer. And we didn't stop there—our knitting uses only yarns chosen for their sustainability, durability, and traceability, without compromising on quality.
OUR WHY
As much as 12 percent of fibres are still discarded on the factory floor, 25 percent of garments remain unsold, and less than 1 percent of products are recycled into new garments.
DEFINING DUALITIES
To be an iconic brand, is to be known for something. Not only for an unmatchable and coveted product, but for a higher level concept that consumers truly align with; a concept that shifts perspectives, challenges conventional, and ignites emotion.
From the inception of &OR Collective, a clear concept has defined who we are: the belief that the power of dualities will positively shape our future and that adaptability is key to our survival. In developing our aesthetic and tone of voice, we always return to our mission—to exist in multicontextual forms. Who, how, when, and where you wear your &OR is something for our audience to explore.
A thoughtfully designed type system upholds contrasted choices, while photography juxtaposes sleek knitwear against rugged natural backdrops. Our visual language empowers &OR's community to define their own version of a better life and/or a better planet.
