Intro Text

The Frames

‘The Frames’ is the lim­ited edi­tion col­lec­tion of t-shirts in­spired by the no­tion of ‘the frame’ in the con­text of an art­work. When a con­tent gets framed it be­comes the com­plete­ness, whole­ness, by re­ceiv­ing the val­ues of an end prod­uct of cul­tural con­sump­tion. Like an ab­stract ex­pres­sion­ist paint­ing, that does­n’t seem fin­ished un­til placed in the frame.

Or maybe for in­stance, a video art piece even­tu­ally be­ing dis­played at the plasma screen. This col­lec­tion is a trib­ute to the idea that cloths and el­e­ments of fash­ion could take a ba­sic role of a frame that con­tains the in­di­vid­u­al­ity, em­pha­siz­ing its unique­ness and beauty rather then just serv­ing as a fetish.

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