Souvenir teamed up with Both for a capsule collection, exposing our respective origins and expertise. One with roots in Europe, the other in China. But really the concept of unity is a world wide one.
Injecting a political message, each of the pieces sports the EUnify logo, featuring the circle of stars of the European Union flag minus that of the United Kingdom, found on the back of hoodie. Headquartered in Paris and with a factory specialised in manufacturing rubber and shoes based in China, Both is a pioneer in the development of traditional vulcanisation processes and contemporary techniques for rubber geared to the sneaker industry.
The trademarked Souvenir logo - reinterpreted in Chinese, Cyrillic and Japanese characters - is a vision of a world beyond borders of language; seeking to take an active role in creating global reminders of significant moments in art, culture and fashion.
Exclusively in bright red, an iconic colour representing a symbol of prosperity since ancient times to China’s five-star red flag. The capsule collaboration also points to the European and Chinese provenance of the two brands, playing on the graphic parallels between the two flags to create an impactful visual language while raising questions about identity, heritage, divergence and convergence in today’s globalised world.
Art Direction - Fritz Schiffers
Photography - Joseph Kadow
Make Up - Jana Kalgajeva
Production - Nele Ruckelshausen