What role do your graphics play in animating the stillness of a garment?
"I like to think of a blank garment as a static canvas; my role is to breathe life into it. At Deus, we have such a rich history of celebrating art on garments, and art is woven into our identity. So we don't really think of a graphic as just an 'embellishment'; more often than not it’s an intentional disruption of that stillness.
Whether it is the kinetic energy of a custom yardage pattern that changes as the fabric moves and falls when worn, or a tactile embroidery that adds physical depth to a flat jacket, we believe the art should feel like it grew out of the garment, rather than just being slapped on top of it.
A graphic that looks great as a T-shirt print for instance, doesn't necessarily translate well to being embroidered on a jacket. In fact it often won't translate at all. So by engineering art specifically for each silhouette, we aim to transform a piece of clothing into a piece of culture.
To me, animating a garment means ensuring that even when it’s hanging on a rack, the graphic & garment become symbiotic and tell a unique story. It speaks to the foundation of Deus itself really: customise everything."
