As everyone already knows fashion industry is one of the most polluting ones. Therefore, I decided to do a brand which is not generating waste but up cycling existing garments and giving them a new life. Up cycling is the most sustainable way of creating fashion!
The fact that garments are mostly hand made makes them even more sustainable since no energy is wasted for sewing machines. This is what makes Foam of The Days also ethical - local artisans are employed. There is shortage of jobs for them as traditional skills are not popular on the market.
Why vintage denim? Old denim has a soul which blossoms with the time and is created by the body which has worn it, all the while saving our planet. Denim with the time looks only better!
I am not a strong believer of traditional fashion ‘code' such as season, gender or trend. I believe that the way to design more sustainably is creating seasonless and timeless garments. I dislike the life span of an average fashion item due to it's quality, seasonal and trend properties. Foam of the days wearer is someone who is seeking for sustainable and ethical product but yet unique, stylish and timeless. It is someone who appreciates craftsmanship, loves vintage and has a distinctive style.
Foam of The Days promotes, advocates, and advances women’s empowerment through fashion. There are no size labels on the garments, our bodies shouldn't be labeled. Each and every body is beautiful! We as women, need to stick together and lift each other up in a world that seems so often to make us insecure about ourselves. So, let's celebrate our bodies and empower each other!
Foam if The Days production is artisanal, almost everything is hand stitched. Signature style jacket has around 8,5 to 10 meters of hems upon which artisans are manually sewing with knitting thread. Eventually, there are around 250 up to 300 meters of hand stitched knitting thread on each jacket.
My team: Erika, Ljilja, Jasmina, Miljana, Dragana, Marica, Ljilja, Andjela, Tamara, Snezana, Kristina and David.
Each and every Foam of The Days piece is unique as it's a vintage and hand picked. On top of that, it’s handcrafted with lots of love and care by our artisans!
Brand's name was inspired by my favourite movie Mood Indigo and book upon which movie was made - L'Écume des Jours by Boris Vian. One of the translations of Boris Vian's book title is Foam of The Days! My logo, crossed heart, is inspired by love story of Colin and Chloe. I fell in love with a story and it's aesthetics which is romantic, kitschy and surrealistic and therefore very close to me.
More pictures and info about preorders you can see in Crowdfunding Catalogue.
Bleach Style Jackets and Pants you can see in Bleachy Look Book.
The whole collection you can see in Foam of The Days Look Book. Most of the items is possible to preorder. If you would be interested into preordering some item please contact me on firstname.lastname@example.org. I would be more than happy to create a customised preorder with discount for you.
Once you preorder your garment, you will be contacted to agree on all the details regarding fit, shade of the garment and depending on the style additional details as well ( like colour of thread on Signature and Foamish Style and colour of rhinestones on Rhinestones Styles). Everything can be customised, don't hesitate to ask about all the details. :)
I need your support to achieve my dream! I have launched the first Foam of The Days collection! Now, I need your support to produce my second collection and present it during London Fashion Week in February 2020. If achieving this Foam of the Days would not be anymore just a collection or just a project, would be on a way to become a business! This way I would be able to employ more artisans which need support. I am looking forward to see how we can make this happen together!
I’ve been blessed to have been accepted as part of the Back Her Business campaign for woman in business which is sponsored by RBS, Ulster & NatWest Banking and powered by CrowdFunder.
They will pledge £50 to my project when I’ve secured £200 in pledges by 5 supporters.
When I receive an additional £500 in pledges from an additional 30 supporters they will further pledge £500!
That’s a minimum of 35 supporters, pledging £700 needed for me to be able receive £550 by the campaign sponsors. After I’ll be headed to achieve my goal of £4000. If I succeed in it I might receive some extra funding from the sponsors.
Upon reaching my initial goal of £4000, it’s time to focus on my stretch goal of £6000.
Looking forward to see how much we can raise! <3
As a child I loved dressing up myself and my dolls and sewing outfits for them. I suppose I wasn't much different then any other little girl who was dreaming of becoming a designer. :) I was drawing clothes before I even knew how to write my name.
As growing up my wish got only stronger, there was no other choice for me besides fashion. I started my fashion studies in Zagreb, Croatia, whilst for the master ones I moved to Milan to study at Academy of Fine Arts Brera. At that time I was doing lot of experimental fashion which I was showcasing via different platforms for emerging designers. Along the way I was working on something completely different as well - I cofounded brand called Skochypstiks, where I was designing and managing production of parkour clothes.
When I was thinking what kind of business I would like to start on my own I had in mind it should be sustainable, ethical but yet fashion forward. Since I personally wear mostly vintage clothes and I always play with them ( up cycling ), it was a logical choice to bring that to the next level. I decided to up cycle vintage denim since it is durable, doesn't lose quality over the time and it posses timeless beauty. Washed out or worn out color of denim is unique, it is created by the time and body which has worn it. My decision was also strongly supported by my mentor Francesca Liberatore at the time when idea about Foam of The Days was born. It got to life a few years later as at that time I was fully dedicated to my first business.
At any time an appointment can be settled via mail: email@example.com. From 9.12. - 1.1. Foam of The Days will be in a Pop Up store at 66 South Molton St, Mayfair, W1K 5SX London.
If you have any questions about rewards, how to donate/preorder or simply want to know more about Foam of The Days. Please get in touch! I'd love to hear from you.