New York based fashion start-up WE-AR4 has launched a new pop-up in Selfridges.
In a partnership that aligns and merges both brands visions to reinvent retail and create a circular, closed-loop fashion economy, the store will showcases WE-AR4’s most recent collection, Capsule 007: Fire.
As a planet-responsible start-up, WE-AR4 embodies circular fashion in its business model by repurposing surplus, creating a new life for unused materials, that would otherwise become waste. Transforming high-quality luxury deadstock and upcycled materials, sourced from the finest European mills, tanneries and world-class factories, the brand creates thoughtfully designed, elevated essentials that deliver immediate climate-positive impact.
Capsule 007: Fire.
Highlighting energy, power, passion, creation and destruction, WE-AR4’s seventh capsule is a powerful clothing and accessories collection focused on the concept of fire.
In a press release the brand say of the capsule: “Creative Director Michele Rutigliano harnessed the visual and energetic capstones of fire – its vibrant colours, its wild unpredictability, its ability to raze and create room for something new – in a collection that sparks curiosity, strength and self-assurance.”
With its colour palette mirroring tones associated with fire – including reds, yellows, oranges and cool blues – statement pieces in the collection are made from a bold mix of upcycled materials.
