HOUSE OF AIM’s collection SEI is inspired by the correlation of humans – as natural beings formed by culture – with their surrounding nature – a representation of life itself as growth, embedded in a cycle of creation and destruction. The incorporation of this cycle into a seemingly inanimate product is substantial in the execution of the different design stages. In this collection partly natural, partly man-made fabrics are being combined, emphasizing their specific advantages, while at the same time questioning their very nature. By translating processes of biological growth and animal movements into designer tools – coloration, material properties and graphic patterns are combined and form a sharp contrast to the strictly controlled fabrication of hi-tech materials. Emerging from the extensive research on material and the many experiments conducted, is a collection of garments and accessories representing a new, contemporary look – a sporty and sensual aesthetic.
