MAGAZINE June 18th, 2021

REUBEN OLIVER SS22

 

What are the aesthetic codes and the essential reference points of your brand?

“Quality, comfort, and style. And it's in that order. When we startedReuben Oliverwe searched for the finest fibers, and the highest quality knitwear manufacturers around the world. After traveling to many countries, visiting countless trade shows, and speaking with professionals who were at the forefront of these industries we realized Peru embodied everything we were looking for in that regard”.

Tell us about the collection you are presenting at White (i.e. inspirations, key pieces, materials)

“This particular collection is inspired by one of the most recognized cities in Peru, Cajamarca. Our Designer Vania Tafur, who grew up in the region, was heavily influenced by the color scheme and patterns around this glorious city. Most of our garments are inspired by different aspects of the weaving practices, cities, and artists from different regions of Peru”.

Sustainability has become a major issue for the fashion industry (and not only that). What’s the brand attitude in relation to it? 

“Sustainability is one of the main reasons we decided to source from Peru and is at the core of our company’s DNA. Peru has had some of the most sustainable practices in place for centuries and uses some of the most sustainable fibers in the world (alpaca, pima cotton etc...). Currently, we only use natural fibers and ensure our workers have the utmost moral and safe working conditions. In our next stage of growth, we plan to source from native communities in Peru. Cutting out the middle men in the process will allow us to not only provide the native communities with higher volume, but also higher wages. Establishing these supply chains will hopefully develop a longer term solution to the side effects of living in lower income communities – an initiative at the forefront of many philanthropic organizational initiatives. Additionally, cutting out the middle man will help us ensure that every part of the manufacturing process will use the most sustainable practices. Additionally, we plan to increase our use of recyclable materials, including materials such as regenerative cotton”.

We live in the age of social media, non-stop communication and rapid changes. On what should a brand focus to carve out its own space and draw public attention? 

“Carving out certain niches and looking for what has yet to be done should be at the forefront of any company’s initiatives in this age. Our mission is to connect people to the source of their clothing. We do this not only by sourcing directly from the native communities in Peru, but also by attaching our clothing to various Peruvian artists. Additionally, we plan to roll out partnerships with a record label in Peru and Peruvian restaurants in the states. The dream being to pay homage to the country that has served as the center for luxurious fabrics for over a millennia”.

Do you think it is important to stress on workmanship and, broadly speaking, on the production process of the garments? If so, how can this be communicated?

“This is the cornerstone of our company – we believe people have lost touched with the process and rich history behind their garments. Our focus is to connect people to the source of their clothing. We plan to bring this to the forefront by creating high-end media around our initiatives with native communities, concert partnerships with record labels in Peru and integrating Peruvian artists’ work in the design of our garments”.

 

 

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