The beauty of fashion, is that it a snapshot of our time, and is an immediate reaction to the society we live in; this reaction is what I think distinguishes a brand to an
iconic brand. Umasan, the vegan fashion label from Berlin, has caught the pulse of our time, and is beating to it’s pure, “one with nature” heart. Umasan has the potential to be iconic and perhaps even change the dynamics of the fashion industry, through it’s inspiring philosophy (there is a reason Umasan was chosen to be the first brand discussed at the melange…). The brand emphasizes “redefining collective values and to increase individual values” and most importantly, to just take a deep breath and just slow down. Personally slowing down in the fashion industry seems more ironic than Anna Wintour in a snapback, but in order to find meaning and appreciate, one
needs to invest time. Umasan seems to emphasize style (not trends) and proves great fashion can be timeless and does (should?) not have an expiration date. The brand is inspired by traditional yoga methods and nature- accentuating tranquility and the pure life- unifying body, mind, and spirit. Unlike many brands that focus on maintaining profits and selling the latest “it” item, Umasan lives a deeper purpose and actually wearing the clothing feels like you are wrapped in the poetry of our generation.The name Umasan stems from Japanese roots:
Uma translates to “mother of life” and
San emphasizes unity and respect. Japanese influences are also obvious through sophisticated design, due to it’s head designer Anja Umann having worked in Tokyo with Master Designer Yohji Yamamoto. Such unique, Eastern cutting-methods are translated to the Western consumer, but this “look” is still new to the European market and is forecasted to become dominant in the next decade- as the line dividing West and East becomes more and more blurred. (Interested in being a funky trendsetter and say you had “it” first? Grab an Umasan asymmetrical coat ASAP!)Not only are the clothing tailor-made to perfectly fit the Human Anatomy, but they are made with the highest quality of ecological plant fibers, which are healthy for our own skin *awkward fist pump*. The fibers include bamboo, beech tree, seaweed, and eucalyptus. Some of these fibers are used in skin cream, so imagine how refreshing it is to wear something with a positive outcome on your body… Also, the materials serve as a natural sun protectant, where Umasan is really responding to climate change and increasing, harmful UV rays. Does it get better?Yes. In terms of production, resources are sustainably extracted around Europe and are locally made in Germany to ensure high standards in ecological and human production processes. Animal products are completely banned, highlighting that the company does not just “talk the talk” when striving to reduce the carbon footprint.Umasan delivers on innovation, highest quality textile, couture tailoring, and sustainability for the planet and our own bodies. Having only established in 2010, the brand is only starting to emerge on the international market, but if executed properly will have a tremendous effect on the minds of consumers and other fashion businesses. Done are the days of greenwashing- we demand the real deal where we as consumer can feel proud about what hangs in our closets. I wish them all the best and am very curious to see what they have in store in their (very bright) future.http://www.youtube.com/watch?v=a_QupD_QzSEThe collection is mainly unisex and is to be worn for comfort and achieve that “feel good feeling” (not just physically but mentally knowing you are doing something good for yourself and the planet). The colors are predominantly black, white, dark greens and occasional blues which gives a minimalistic vibe with a classic harmonious edge. It is ideally worn in a street style context and one is sure to stand out (in a fabulous way) when walking down the street, grabbing a coffee, reading a good book… but I feel like you just have to wear Umasan in a busy public place- people will notice you and you can get the conversation started about sustainable fashion and the slowing down philosophy.So what to wear when you have 5 minutes until a lecture and you’re still in your pajamas? Get up, splash some water on your face, put your hair in a bun, slip on an asymmetrical blouse with a unisex skirt, put on some white Converse and I guarantee you will be the best dressed, coolest, hippest, fashion forward, avant-garde chic your town has seen.
