Talking about regeneration.
Premium jeanmaking cut together with the original Breton stripe from ArmorLux. A denim workwear story knitted together with classic nautical appeal.
Inspired by the protected Bretagne coastline with a story of conservation made using Better Cotton Initiative and Regenerative denim which aims to draw down carbon, conserve water, reducing synthetics, support a local economy, ensuring long term vitality of the land.
My role included Creative Direcition. Design. Storytelling. Production.
“Ali is one of the very few people I know that are capable of grabbing the essence of a brand. When we first talked about the collaboration between our brands Denham and Armor Lux I was fascinated by his inputs and his quick understanding of our brand. This has lead to one of the most powerful collabs we have done.
Ali has a great understanding of materials, techniques and the applications to garments.”
— Marco Petrucci, Export Director Bonneterie d’Armor