Weare fashion label by Moving Brands

Creative agency Moving Brands is launching a fashion label that allows consumers to participate in the creation of designer garments.

Called Weare, the label has a website where consumers can create pixellated black and white images that will appear as part of the pattern on garments.

The first product, a scarf (shown here), is being launched in London on Wednesday.

Here is the info:



With the launch of Weare (pronounced ‘wear’) in January, independent creative agency Moving Brands has created not just a fashion brand, but also a new design technology and way to make clothes that are socially networked and user created.

A revolution – fashion to the people
The Weare philosophy is simple – everyone should be able to participate in fashion. For the first time ever, designers can co-create garments with their consumers.

As well as creating exclusive wearable items under the Weare label, Moving Brands also plans to offer the Weare technology to designers and creators around the world.

The first Weare product – the Weare scarf
The Moving Brands ecosystem of friends, colleagues and clients were invited to submit images to a window gallery at the Moving Brands studio. This sequence of images was then used to create the Weare scarf. The limited edition, collectible scarf is available to buy online from Moving Brands or in selected design-led shops in London throughout December and January 2008

More products to come
Aspiring designers and contributors can create images for the next Weare product – to be produced early in 2008 – by visiting weare.movingbrands.com. These images will be shown at the Weare exhibition from November X to X X. As well as creating images, contributors will also be able to vote for what the next Weare product should be.

Who are Moving Brands?
Moving Brands is an independent agency ranked in the top 10 ‘corporate identity design agencies in the UK’ . Founded in 1998, the Moving Brands approach to branding is based around a fascination with cross-platform storytelling. They have achieved a number of world firsts and, as part of their ongoing dedication to the creative exploration and use of technology, have recently launched their own R&D lab – from which the Weare concept was developed.

“Many people want to be involved in what they wear, and the creation of the world around them …Weare is the world’s first label that allows them to do that… the easiest way to think about this is ‘Fashion 2.0’, it’s an attitude not just a technology.” Ben Wolstenholme, founder of Weare and Moving Brands.