Moving Brands Launches Collaborative Fashion Label Weare

Creative branding agency Moving Brands has set out to further blur the lines between designer & consumer, posing the questions: why can’t a branding agency also be a fashion label, and why can’t clothing be designed as a collaborative effort? To answer those questions, Moving Brands has launched a new fashion label called Weare, which came out with its first product, a scarf, this January. During Christmas time, Moving Brands invited friends, clients, and anyone else to send them pixelated messages and pictures via a web interface. The images were streamed to a display in the Moving Brands window, and now the same sequence of pictures has been printed on a limited edition scarf that can be purchased through the Weare site.

Moving Brands/Weare is now kicking off their second project, to be produced sometime in 2008. Aspiring designers and contributors can visit Weare to create images for said project, which will be shown at an exhibition in November. As well as creating images, contributors can also vote for what the next Weare product should be.

Ben Wolstenholme, founder of Weare and Moving Brands:

Many people want to be involved in what they wear, and the creation of the world around them …Weare is the world’s first label that allows them to do that… the easiest way to think about this is ‘Fashion 2.0’, it’s an attitude not just a technology.

[via dezeen]