STANDARD PROJECT stands for a conceptional clothing and product line that reinterprets classic day-to-day wardrobes, working places and homes. The philosophy is rooted in the belief that good design can and should be part of the everyday life.
Breaking fashion’s basic principle is, to constantly evolve every single season in order to increase consumption, while STANDARD PROJECT strikes a countermovement. The brand sets its goal to create thoughtful items one by one based on reinterpretations of elementary standards. This path leads to an artistic play between fashionable but also timeless products which are unique but universal and therefore approachable to everyone.
What things do we surround ourselves with and why? How can we create new contemporary and ageless classics, unique yet universal? The main goal is to identify favorite essentials and reinterpret them according to the idea of having a permanent collection of items. Contrarily to the hyper-consuming tempo of fashion, STANDARD PROJECT wants to offer a slow and carefully but at the same time enduring collection.
Less is more! The aim of the brand is to find interesting and significant pieces to revive them with pure looks and material and therefore reduce the design to its essence.
The collection serves as a unique and personal archive: Every single item – from first to last – stands for the testimony that good design is and always will be relevant. Each group of items comes from a specific fashion category and introduces a new set of styles which are being delivered one by one throughout the year. This pace contradicts the long-established seasonal schedule and points out the temporal nature of contemporary fashion. The items are untied to any season, which proofs that good design evokes both, an intellectual and emotional response – timeless, intercultural, boundless.