Desert-Born Summer ’24 – Chapter l

WHY WILL EVERYTHING BE THIS WAY?

“We’re not only about clothes. We’re about life, too.”

That bold line now lives on the homepage of our new e-shop.
And while preparing for our two-day Summer collection photoshoot, we were reminded once again that we chose those words wisely.

Because if we were only photographing clothes,
we certainly wouldn’t drive halfway across the country with a trailer about to burst at the seams — packed with enough things to survive at least a week without the comforts of civilization.

It wouldn’t matter to us — a pile of sand or a wall of dunes resembling the Sahara.

We wouldn’t hunt through flea markets for props no one might even notice.

We wouldn’t chase the sun and the wind.

We wouldn’t shake sand from our hair.

We wouldn’t press our bare feet into the earth still warm from the day.

We wouldn’t worry whether a photograph captures the flutter of fabric in the breeze,
or whether anyone can almost feel the cool brush of a long dress grazing their ankles as they walk.

We wouldn’t squeal when an image appears on the camera screen — touching not just the eyes, but something deeper. Somewhere within.

Yes. We create clothes.

Not feelings.

But when a collection is assembled with great love,
we always add a little extra — not only beauty, but goodness. A feeling.

Close your eyes and sweeten your thoughts:
ahead of you lies a long Summer, generous with adventure.

V.