Sustainability runs in their veins.
With 2023 being the Year of Sustainability, Dubai Fashion Week had an influx of circular designers ramping the runway from different spheres of the go-green industry. Much like Pipatchara who opened their collection with the signature recycled bottle caps – and of course, Emergency Room, the brand that upcycles its way to sustainability. A brand that never deprives its audience and customers of an exciting collection.
Emergency Room’s SS24 collection “Neverland High” tells of a story and ethic. A story showcasing its street school-aesthetic, propagating a value of beating the status quo in the realms of the flawed education system. The brand’s ethos focuses on self-identity, personal expression, and resisting the conventional – a much needed conversation with the generation perfectly established in the language of design and style.
“Here, we challenge the conventional norms of education, inviting all students to embark on an journey of self-discovery and growth.”
Eric Mathieu Ritter, the designer and creative director of this growing brand, knows what’s in store when it comes to creating a collection. Not only is his brand moving with the movement of sustainability, but even blends social issues into the mix. Each collection he’s created always has a theme, even if it’s difficult to cultivate the craft with a specific zeitgeist, the brand masterfully showcased a momentous SS24 for the second edition of DFW.
Neverland High stars the cuts of mix and matched fabrics, crochet tops & pants, trousers turned into skirts and dynamic contrasted jeans. The collection in short impressed the fashion community with their design ingenuity — blending different aesthetics such as the 2000’s core and rock & roll. Music influences also carried the show as the models strut and have fun. “Another Brink In the Wall” by Pink Floyd and a rendition of “Comfortably Numb” was honestly just the right vibe for the runway.
Upcycling sews their path.
Emergency Room has been perfecting the upcycling technique while adapting their designs to the market. They’ve become a story of seamstresses and tailors troubleshooting clothes and elevating clothes to add value. As a brand voicing out for sustainability, Eric, the founder of Emergency Room, launched the brand with a set of values and beliefs. This is where the much needed fashion revolution inspires our readers to be better consumers of fashion.
By rebuilding unused clothes, fabrics and deadstock from the local market of Tripoli, the brand created a whole new eco-system of ethical production and environmentally conscious practices, elevating their identity from the myriad of brands.
“Clothes are real, and they have to be made by real people and worn by real people in their daily lives.”