A New Kind of Blue
The prototypes are finished. The only thing left is to put in zippers and buttons.
We are getting ready for dissemination – preparing and planning what events to go, which prototypes and samples to show where, and how we are going to have the last things ready in time.
We have so far complied with the objectives: We have lived up to the deadline of having the prototypes ready by end July. We have, moreover, had a lot in store for the dissemination events we have been participating in. We are really pleased and excited to have had been invited to a broad spectrum of events: Münich Fabric Start, Berlin Fashion Week (FOS x MBFW), Wear it Innovation Summit and Ars Electronica among others.
Another thing we are really excited about and want to share: We have been working on a new website and a new instagram account with all that follows – not only a new email but also new business cards. We have been so blessed to be working with amazing Onckwest. Lizzy Onck and Wim Westerveld have helped us with the development of a visual identity. It was a super good experience to have two professionals taking us out of our prototype focus lens and forcing us to look at the broader perspectives of who we are and want to be.
The process first started off with a workshop where we had to answer different questions on how we see ourselves, how we want to be seen, who we identify with and are inspired by, and what kind of online content we like and do not like. We came up with different keywords. We want to be impactful but non-preachy. We are ambitious but pragmatic. We are honest and take an optimistic, holistic approach, although we want to stay experimental. We moreover want to show our process and work on long term solutions. Transparency for us is key, regardless of the conflicts and paradoxes that might arise.
Working with waste as a starting point, building new business models and taking our part in transitioning into a circular economy will and can never be a dance on roses. The issues that we experience on our way are also opportunities for learning – not only for ourselves but also for everyone else who has an interest in a greener world and a more sustainable industry. We have learned that the waste water we produce when we make New Blue materials has to be a focal point. We learned from the life cycle analysis that we do indeed use very low amounts of water per produced garment – exceptionally low quantities. But as we loosen the fibers of conventionally produced textiles (denim), with the help of water, chemicals and colours will inevitably be released. It is therefore important for us to find sensible ways to deal with this and future issues that might arise as we continue to develop our concept and production.
After we had done the development workshop with Lizzy and Wim from Onckwest, they came up with different setups of fonds, colours and imagery that we could choose between. Based on this process we now find ourselves to have a new website, new email address, a new instagram account, business cards, and a logo.
Visit our new website and see for yourself: https://anewkindofblue.com
Our new instagram account: @anewkindof_blue
Want to contact us? Write: info@anewkindofblue.com
We are very excited to share this with you. If we can say it ourselves we are very happy with the outcome! The video and imagery that M9U by Misha Gurovich developed for us and the universe that Onckwest made fit so well together!
A New Kind of Blue is a Berlin based design studio looking for locally embedded solutions to global problems with the starting point in circular economy. The studio is founded by material and product designer Tim van der Loo and Techno-Anthropologist Sandra Nicoline Nielsen. They strive towards rethinking the notion and aesthetics of recycled materials and creating truly circular product life cycles.
Next up for A New Kind of Blue is to go to Dutch Design Week and showcase the concept and the ReFREAM prototypes of New Blue in a group exhibition. We hope to see you at the Fashion Tech Farm!
Author: CRE - Wolfgang
Wolfgang is communication manager for Re-FREAM and project manager at CREATIVE REGION Linz & Upper Austria.
