Antithesis is a brand new independent label choosing a path less traveled to launch their brand. The grass roots brand has chosen crowd funding to promote and finance their collection, thereby foregoing the more traditional wholesale model of fashion manufacturing, instead selling direct to customers online through their own website. The collection is aimed at the multi-tasking, cosmopolitan, commuting, professional woman, balancing a frantic work and social schedule, who needs equally multi functioning clothing that can take her from day to night, casual to formal. The transformable line of clothing challenges the wearer to discover the many ways of wearing the collection, by default advocating for the philosophy of quality over quantity, the ‘antithesis’ of fast, through away fashion.
By producing a versatile, practical collection, the multi functional pieces comprise a 10-piece capsule collection that zip, button and undo in a modular format, turning jackets into waistcoats and adding a variety of attachments to dresses. The entire collection fits into a cabin-sized suitcase. Transformable & versatile the capsule collection is designed and manufactured in the UK, and designed to be trans-seasonal. Every piece in the collection can be worn in multiple ways, making for a practical, stylish line that reflects our hectic lifestyles, with every piece is either reversible, transformable or modular in design.
Antithesis was born when founders Renée Lacroix and Zahra Ash-Harper met during a London College of Fashion talk entitled ‘How To Start-Up in Fashion’, while still studying for their Masters, Zahra, working towards a philosophy degree and Renée, a design degree. Jointly deciding that their individual dreams of starting a women’s wear collection could successfully combine, they founded Antithesis.
After incubating the concepts and ideas for around 8 months, Antithesis formally launched in September 2012, with a range of 24 styles divided into two collections. Every style is produced in small quantities before being placed on their online store. They duo also organize events including pop-up shops and private fitting parties, all as part of their Kickstarter campaign. Their third collection includes a series of modular accessories such as sleeves, waistbands, and attachments, to go alongside each of the pieces.
Material sourcing is done as locally as possible, with most sourced in the UK, the rest from neighboring EU countries, France, Italy and Switzerland, mostly from end of rolls and dead-stock fabric. All production is done in the UK, with factories in London for optimum supply chain transparency. Being an independent, self-funded fashion label is never easy. Despite motivation, talent and hard-work, there are always risks when setting up a business, Antithesis hope to mitigate some of those challenges by appealing directly to customers for both sales and funding through Kickstarter, allowing them to sustain margins, while offering high quality products at fair retail prices.
Website: http://antithesis.co/
