RHUMMA – Amsterdam based ethical fashion label
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I was intrigued by fashion brand RHUMMA because it featured not only clothes but also artworks in its NEONYT booth. As I approached, the lovely brand’s PR manager greeted me and offered to present the brand to me. Pynck was one of the first to lay eyes on their brand new AW20/21 collection.
RHUMMA is an Amsterdam based ethical fashion label that operates between the Netherlands and South Africa. Uniting art and sustainable fashion to positively impact the world, RHUMMA works each season with Every season with a different artist excited to voice concern about environmental issues. The AW19/20 collection print’s are inspired from the artwork of South African photographer, Fernando Badiali and has been named « Obsolete Trash ». Using polluted water as visual inspiration, Badiali tells the story of the overlooked rubbish found in our oceans, attitudes of neglect and social disregard.
Challenging the world’s thinking on the environment through art one garment at a time, RHUMMA unequivocally constitutes the avant-garde of sustainable and intelligent fashion. Its bold visual language and dedication to high quality tailoring only substantiate their leading position on the market.
RHUMMA’s booth featured one artwork from their brand new collection from an unknown artist.
The « Obsolete Trash » collection takes the theme a step further with a healthy use of sustainable fabrics and curved designs to represent the ocean and bring the story in this collection to life. Here, the undulating prints point at exogenous plastics rejected in oceans and how they are transported across ocean with currents.
The « pollution » print is applied to to trousers and paired with a long knitted light-blue jumper, perhaps a metaphor of the calm sky above a turbulent ocean hosting undesirable elements in its depth. The harmony of colours and cuts are awe-inspiring.
