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 'FINISHING AN IDEA BEFORE STARTING A NEW ONE IS DIFFICULT 

  BUT IT'S USUALLY WORTH IT'  

 'FINISHING AN IDEA BEFORE STARTING A NEW ONE IS DIFFICULT 

  BUT IT'S USUALLY WORTH IT'  

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 'SOME OF US STAY OP LATE...'   

 '...OTHERS GET UP EARLY'      

G+N is a Rotterdam based design studio.
​Founders Gerrit Uittenbogaard and Natasja Martens

have notoriously been avoiding fashion seasons since 1999,

mixing fashion, art and design since the very beginning.
In 2000 G+N launched their first website

and started selling accessories online.

 

For a presentation during Paris Fashion Week in March 2001

G+N streamed candid footage of people adjusting their

outfits live from Paris via their website at that time.
Setup: a window in Paris, a large mirror,

a webcam and an invite that said

'BE SEEN AT WWW.FASHIONFUGITIVE.NL'

Needless to say that this presentation

was for early adaptors only, the majority of the

fashion crowd was still on dial-up.

Even businesses prefered fax over email at the time.

Their pragmatic approach to fashion ultimately resulted in 'Gluejeans'  

a denim line that is recognizable through its distinctive visible glue. 
Funding for raw materials and an initial financial injection was crowd funded in 2008.
That same year the Gluejeans #1  won the Dutch design award for best fashion product.

 

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LONG READ

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