Fashion, today, has turned to fiction. It's all about make-believe, show-off and the pointless urge to express wealth and status through soulless items of clothing. Nothing is what it seems anyway.
Fashion, today, heralds the sensational and the outlandish, which rather farcically borders on the vain and the useless. Life is a stage, that's for sure, but every play must come to an end, at one point.
Fashion, today, goes way too fast, in an endless cycle of destruction that denies progress and consistency. Nothing lasts, of course, but there's a reassuring quality to timelessness.
Fashion, today, has stopped talking to people, escaping into the realm of selfish image-making. What's fashion when it is not worn? Glossy ephemera that's soon forgotten.
Peuterey calls for a change. With a whisper that's louder than a shout, no slash 'n burn needed. The movement stems from the basic acknowledgement that fashion design should be a matter of form following function.
We believe that clothing, first and foremost, should satisfy the utterly human necessity of representing oneself within society while being something useful and functional, day by day.
The reality of everyday life is far more challenging than any fiction: it requires the supreme effort of being yourself. Clothing should follow suit, making the person come through, not the designs he or she is wearing. Thereafter we call for a new realism: one that puts fashion design at the service of customers, not the other way round.
We herald clothing as functional, modular and adaptable as uniforms: for people who think, dream, create. Uniform does not mean uniformity. On the contrary, it means clothing at its most useful and democratic. Pieces that serve a purpose and put the wearer to the fore, because a uniform makes the person more important than the clothes.
Peuterey feels an affinity with individuals who live and have no interest, nor time, for exhibitionism. People who give back to society and form bonds, families, units. People who need to be clothed, not costumed.
We strive for designs that are soulful and timeless. Truth, honesty, purposefulness: that's the new luxe. While fashion vanishes in the perilous lands of storytelling, we are advocates for #realitytelling. The story is up to our customers, day by day.