INSTAGRAM

both

both

both
x
SOUVENIR

both has teamed up with Berlin-based art label and creative studio SOUVENIR on a capsule exposing their respective origins and expertise.
both has teamed up with Berlin-based art label and creative studio SOUVENIR on a capsule exposing their respective origins and expertise.

The capsule collection includes a cotton-fleece hoodie, socks, low-top sneakers in canvas and a rubber card holder with a signature rubber dip lace attached by a brass carabiner.

Injecting a political message, each of the pieces sports SOUVENIR’s EUnify logo, featuring the circle of stars of the European Union flag minus that of the United Kingdom.

The outfit comes exclusively in bright red, an iconic color representing a symbol of prosperity since ancient times while also nodding to China’s five-star red flag.

It 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 langage while raising questions about identity, heritage, divergence and convergence in today’s globalized world.

The both X SOUVENIR Capsule Collection will be exhibited during Men’s Paris Fashion Week in June with a launch event at the both showroom featuring a bespoke installation and dedicated mini campaign by photographer Joseph Kadow conceived in collaboration with the SOUVENIR team. Taking cues from performance art, the surrealist visuals and short clips follow two characters covered in red body paint exploring a city park.