OBLIVIOUS? is a new small sustainable fashion brand focused on the positive power of questions. Responsibly made in Europe from 100% GOTS certified Organic Cotton & Upcycled pieces reworked in Germany.
Starting a fashion brand has always been desire of ours – even when Jacquie was only about 7 years old, we frequently spoke about ideas and how we could bring them to live. However, not only did the time and circumstances never align until recently, we also hadn’t come up with an idea that we believed in as much as OBLIVIOUS?.
The idea was born out of a conversation we shared about how powerful questions are in our lives, whether it comes to our relationships with others, ourselves or how we see the world around us. We felt that this positive power of questions did not get the recognition it deserved.
There were some factors that played into this: both naturally curious and creative types, with a tight-knit relationship, as well as very similar taste in design and fashion.
To us, fashion is a creative tool that can be used to express our identities or what we value, but can also impact our mood. Aside from our personal interest in fashion, we were aware that it provided a very potent platform for our message: wanting to inspire more curiosity and highlight the positive power of questions.
We knew from the start, that by putting something new out into the world, we wanted to try and be as sustainable as we could be as a small brand. With a brand ethos that prides itself on the power of asking questions, we felt it was necessary to question the standard processes and try to do better.
We use a 100% GOTS certified Organic Cotton for all of our products, steer clear of plastic as much as we can, use more eco-friendly inks, as well as recycled and/or recyclable packaging. Our aim is to improve these efforts continuously to become a greener, more eco-friendly fashion brand. (More info here)
We launched in February 2021, after some delays due to the circumstances of 2020. We can’t wait to see how we progress and what we can create next.
Do you want to come along for the ride and learn more about the power questions hold?
The only constant is change: help with finding your perfect size in our Upcycled Blazers
Hello friends,
we always aim to improve OBLIVOUS? and ensure you are happy with the product you receive.
Alongside our strict quality control and professional dry cleaning before they go out to you, we‘ve now updated our sizing, so that the Upcycled Blazer you receive is going to fit perfectly (or at least will be very much more likely to!).
This is what we‘ve implemented:
Our new sizing tool is a short quiz that recommends the right size for you!
You'll find it on the product pages, where you'll also choose the Size of Blazer you want, as well as add your usual size in jackets / tops - through this we have more reference points when choosing your unique item.
Otherwise, always feel free to message us using the chat, send us an email or message us on social media!
All the best,
Romi & Jacquie
Our latest Feature in Welt Vegan Magazin for 'Marie trifft' @regendelfin
We've got some great news - thanks to the lovely @vegan.stylist some of our pieces have been featured in a very cool article called 'Marie trifft..' (Translation: Marie meets..) by @regendelfin within the Welt Vegan Magazin. Not only did the images turn out great, but the article explores some really interesting topics related to sustainability and the personal experiences of @juleslw & @laraaylin.winkler - who look so cool in our Upcycled Blazers and White shirt!
Featured Products:
If not me? Cropped White Shirt with electric blue velvet print
Who cares? Cropped Blazer
If not me? Upcycled Blazer
Shop the Magazine here
A big thank you to the whole Team who worked on this project!
CREDITS:Photos: @luiseblumstengelProduction: @einpaargenies (@regendelfin, @alex.diekmann) for "Marie trifft" in the current issue (01/24) of @weltveganmagazinHairstyling and make-up: Hair & Makeup School Creative Beauty Company, @creativebeautycompanyLocation: BMW plant @bmwgroupwerkleipzigStyling: Christianna Quack @vegan.stylistThe models are: @juleslw, @laraaylin.winkler, @regendelfin
The mother and daughter duo is back:
We thought we’d check in with you and give a little insight into why we created OBLIVIOUS? and some little facts and details that have been part of our journey so far!
We created OBLIVIOUS? after an eye-opening conversation about the power of questions in our lives - how asking more of them can help us create closer relationships, harness our creativity, learn more about ourselves and the world around us (and so much more).
Combined with our love for fashion OBLIVIOUS? was 'born':
We wanted to harness the power of the ‘Slogan T-Shirt’ and its history (from political to cutesy statements), as well as the general psychology of fashion - the way we dress can very well be a reflection of ourselves, how we feel and what we want to portray or say to the world.
OBLIVIOUS? Provides a twist to the typical slogan Tee - instead of a slogan, there’s a question, which can not only be interpreted freely, but also hopefully becomes thought-provoking, a conversation starter, or a simple reminder. Simultaneously, it underlines the power of questions in general - how they catch our attention and keep our focus. - Research actually shows how questions trigger a mental reflex that makes us automatically want to answer the question and look for answers. We think that’s pretty cool.
But - we didn’t just want to create T-Shirts, but casual wear that is elevated: by creating oversized items, A-line Flowy tops, straight cut & corset hoodies, which are all made responsibly in Europe (from organic cotton). We started adding in our Upcycled items, such as Blazers, shirts and shorts, a year after our launch - these are reworked in Germany and this has created a new way for us to work more responsibly.
We use a mix of questions for our products - some of which are very straight forward, some that act as statements and some which require a bit more attention. Our Bestseller ‘who cares what other people think?’ could definitely be seen as a statement, but our intention behind it was to remind you to actually ask yourself the question and remind yourself that others do not pay as much attention to you as you think, they are probably occupied with themselves or don’t care as much. Also, people-pleasing isn’t the end-all - you deserve to be your authentic self and not let others opinions hold you back.
We like to think of our items as minimalist and modern, while still making a statement.
As you know, it is also our aim to be ‘more’ sustainable - meaning doing whatever we can as a small brand to be less harmful to our planet. We are currently supporting this by using pre-order models, made to order and small batch production, as well as our 100% GOTS organic cotton fabric and our upcycling efforts. One step at a time.
Our goal is to inspire you to ask more questions -
will you give it a try?
________________________
Drawing by @byynancyy - please do check her out, we love her work!
Pop Up Shop London: 00.thestore Pop Up at 7 Rathbone Street
Hello Londoners (& everyone visiting over the next two + weeks),
We‘re part of the @00.thestore Pop Up at 7 Rathbone Place until the 10th of May!We are very excited to be alongside other amazing independent and more sustainable brands - come see for yourself 👀
Open everyday, but find more info on their instagram page here.
You will find our T-Shirts, Long Sleeves, as well as our Upcycled Blazers & our newest Daily Jacket (Linen + Organic Cotton mix) in store!
Can‘t wait to see you there,
x Jacquie & Romi
