MAGAZINE June 18th, 2021

ĀPA-INTEMPORAL SS22

 

Can you tell us about the collection you are presenting at White? Inspirations, key pieces, materials…

ĀPA-Intemporal is presenting its iconic FashionTech Raincoats, Men/Women/Unisex, at this Fashion Week @ White, as well as an upcycled Travel Pouch as a must-have accessory. Our products intertwine technologies and fabrics taken from the best extreme sports such as skiing, surfing, and mountain expeditions with minimalist designs, impeccable details and an irreverent classic signature to create outerwear that’s as useful as it is beautiful.They are all made of the same ultra-performant fabric that isn't simply nano-waterproof, but also adapts to your body temperature so that you always feel comfortable, no matter the weather! This collection has been developed over a couple of years and won us many awards thanks to its unique functionalities and timeless design. We are very excited to bring it to Milano for the first time!

Sustainability has become a crucial issue for the fashion industry (and not only). From this point of view, how does your brand stand?

Sustainability for us is two-fold: it means we avoid using chemicals and materials that are harmful to people and to the planet, but also that we uphold the highest working condition standards for those who help us make our products. Specifically, we work with family-owned local factories in France, Italy, Germany, Belgium, Switzerland, and Poland that meet the highest requirements of working conditions. We place critical emphasis on green technologies, responsible manufacturing, good working conditions and safe products for customers. Our Upcycled Pouches have an even stronger case for the reduction of waste, by using the raincoats' leftover materials into handmade, resource-friendly, one of a kind pieces in collaboration with Dzaino Studio, produced with transparent and eco-friendly production process in Berlin.

In the era of social media, non-stop communication and constant changes, what should a brand focus on to carve out its own space?

With ĀPA, we have taken the decision to take our time when it comes to developing the new it-product that merges innovative technologies with local craftsmanship, to perfection. In other words, we aren't communicating daily on social media but when we do share information, it is with full transparency. Our label was launched on the crowdfunding platform Kickstarter with huge success and every step of manufacturing was made public, as a sustainable and social step to inform the public on how slow-fashion is made. Our quality speaks for itself and from the number of raincoats we have sold all over the world, it is now world-of-mouth that has carved out our reputation and space as the top Belgian rainwear brand.

Is it important to put the emphasis on the workmanship and, in general, on the production process?

It is an absolute necessity to know who we are working with. It requires lots of research and strong values to find the best factories that are not only experts in their fields, but also respect their workers. Our coats are 100% made in Europe with a focus on exceptional fabrics, impeccable details, and artisan manufacturing. We partner with local factories in Germany, Poland, Italy, France, and Spain, grounding our technological innovations in some of the greatest traditions and practices Europe has to offer. It happens too often that companies green-wash their processes in their communications to customers, which is why we are proud to be picky when looking for the right partners! We have made videos on how our coats are made, from yarn to final raincoat, by filming in our factories themselves. That's as transparent as one can be!

New projects coming soon?

We are currently developing a Winter coat, that will be very elegant for city-life while being extremely performant and isolating for the coldest conditions. As for all other ĀPA products, it will be a reflection of our brand’s vision: to take iconic fashion clothing and re-invent it in a way that provides innovative solutions to everyday problems, while keeping the fit, design, and artistry of high-fashion. It will be launched on Kickstarter once again at the end of the year, so get notified when we are live to take part in the manufacturing journey and enjoy discounts, by signing up to our newsletter!

 

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