'Defamiliarization'
Defamiliarization is a term derived from Russian formalists who unfamiliarize objects used in poetic languages. Instead of confining the meaning of 'defamiliarization' to the stereotypes of literature, we strive towards the creation of a new generation of fashion and lifestyles.
Our senses are usually bound by our daily lives and as such, become second nature even when approach ng new fashion day-to-day clothes Due to this, our goal is to break the boundaries of stereotypes, make the familiar, and therefore increase the sensation of new fashion designs as well as changing the perspective of fashion. Usually our routine lifestyles and everyday items lose their meaning and its particular character over-exposure, but we work hard to unfamiliarize these lost objects and help invigorate new life by going back to the basics.This our artistic motto and philosophy in design, in which we examine new details, pattern research, weaving and stitching exchangers,
new material formation and silhouettes to create a new 'defamiliarized' classic.
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