A hero Rosie Lee image
Work, Tokyo

BYBORRE

BYBORRE x DSM

Communicating the innovative heart of BYBORRE

BYBORRE, based in Amsterdam is a truly pioneering textile brand and studio, celebrated for its innovative pattern making, colourful jacquard knits, and textured designs.

As a studio they focus on ‘function first’ - designing products based on the functional nature of the fabric, then developing them in-house, from the yarn up.

A hero Rosie Lee image

A belief that a wealth of opportunity exists for innovation in textile production drove founder Borre Akkersdijk to create the brand. Coveted in its own right BYBORRE also acts as a fashion blueprint, showing how a zero waste approach in textile production can lead to greater sustainably in the industry as a whole.

Our conversations with Borre highlighted the complexity and challenges involved in changing  attitudes in an industry, especially in high-end fashion, which is often more focussed on aesthetics than environmental impact.

With this in mind, we were charged with producing a BYBORRE retail installation that would subtly communicate the BYBORRE process as a high fashion concept within an area of Dover Street Market, in Ginza, Tokyo.

A hero Rosie Lee image

We wanted the design to offer insight into the story of the brand, and fuse the behind the scenes innovation and sustainability message, with the end product on show. Taking a gentle tack in seeding the conversation about the brand and its ability to take a new direction in textile design and production.

A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

The installation was inspired by the unique in-house engineering and focused on mimicking the circular knitting machines themselves. Using the garment thread and colours to link the design, textiles, and garments together, it worked to demonstrate the technical aspect of the brand.

A hero Rosie Lee image
A hero Rosie Lee image

The concept aims to show the flow of the thread into the machine with the garments themselves delivered as the end product of its innovation, in their fully formed state.

Results

Subtly delivered a bespoke version of the BYBORRE brand story

Generated high levels of social and media coverage

Well received as a celebrated new addition to DSM Ginza