Every person lives closely with paradoxes, a fake reality presented by marketing that has a completely different subtext than what appears on the surface. Rather than passively accept this, we can put it all up for discussion, decoding what’s presented and interpreting it symbolically with irony and a sense of humour.
Impure subverts the meaning of internationally recognised icons by juxtaposing them with opposite signals to jolt understanding to a new realm, presenting an alternate reality.
Impure is an Italian, modern, refined brand of casualwear aiming towards the mid-high casual/streetwear market. In the start-up phase S/S ‘09 the brand will be targeted to both males and females, proposing a particular new collection of cool printed t-shirts.
From Autumn on, according to the market response, the brand will extend its product line to an exclusive and impure total look made of jeans, chinos, shirts, coats, with the aim to producing casualwear fuelled by the same aesthetics and philosophy as the previous line season, getting back to the basics of streetwear fashion.
The naming "Impure" is conceived to be read with a double meaning (I am pure, impure) with the logo in ‘two-tone’ underlining this.
To highlight this possibility of interpretation the logo also contains the underlying verification of duality in “the other way round”. Impure's mission is to communicate through fashion employing the concept of "social fashion".
The brand is zero impact certified, meaning that it compensates what it pollutes through the seeding and care of trees in Costa Rica's hoods.
Impure subverts the meaning of internationally recognised icons by juxtaposing them with opposite signals to jolt understanding to a new realm, presenting an alternate reality.
Impure is an Italian, modern, refined brand of casualwear aiming towards the mid-high casual/streetwear market. In the start-up phase S/S ‘09 the brand will be targeted to both males and females, proposing a particular new collection of cool printed t-shirts.
From Autumn on, according to the market response, the brand will extend its product line to an exclusive and impure total look made of jeans, chinos, shirts, coats, with the aim to producing casualwear fuelled by the same aesthetics and philosophy as the previous line season, getting back to the basics of streetwear fashion.
The naming "Impure" is conceived to be read with a double meaning (I am pure, impure) with the logo in ‘two-tone’ underlining this.
To highlight this possibility of interpretation the logo also contains the underlying verification of duality in “the other way round”. Impure's mission is to communicate through fashion employing the concept of "social fashion".
The brand is zero impact certified, meaning that it compensates what it pollutes through the seeding and care of trees in Costa Rica's hoods.
