How We Wear Actually, EVERYDAY
Our 10th Anniversary
To commemorate Actually’s 10th anniversary, we launched EVERYDAY — a capsule collection of classic pieces in alignment with the Actually wardrobe.
Before embarking on this project, we looked back to the beginning and reminisced the wonderful people whose paths we’ve crossed and the conversations and memories we’ve had as a result. We asked ourselves three somewhat existential questions: What is Actually? How can we design a product — a uniform, that reflects who we are and how far we’ve come? And, how do we express that in a style that is equally expressive yet timeless?
We came to a realisation that Actually is nothing without the people we’ve met: the Actually family. Over the years, every decision we’ve made stems from the desire for a meaningful exchange of ideas, be it through fashion, music or art. We have always believed in fostering a comfortable and familiar space for these ideas to commingle and blossom. With that in mind, our version of timeless style should be one that evokes a sense of familiarity and comfort.
When we shop, who determines our choices? More often than not, society does. We wanted to design a collection that exists outside the realm of pre-determined choices, one that cuts through the commotion of fickle trends — trends that tend to be needlessly excessive. But most importantly, in the process of designing a product that turned a blind-eye to boundaries, this collection looks right through to the fundamentals: our ‘DNA’.
Launched on 8 March, EVERYDAY is a 10-style collection consisting of unisex T-shirts, Dresses, Trousers, Shirts, Underwear and Socks. We stuck to our guns and designed a monochromatic collection of minimal and timeless silhouettes, suitable for everybody, EVERYDAY.
Singapore Design Week: Exhibition
In order to show our love and constant support for creativity and the arts, Actually invited 10 talented artists and designers to work on reinterpreting basic EVERYDAY T-shirts, subsequently showcasing them in conjunction with Singapore Design Week.
Keeping in line with our commitment to celebrate individuality and in the spirit of creativity in all its forms, our chosen artists and designers were provided a blank canvas in the form of a plain EVERYDAY T-shirt and given free reign to do as they please with them, using the medium they were most familiar with.
Between our 10 chosen artists and designers were a calligrapher, natural dyers, textile designers and illustrators. Every reinterpretation was marked in a unique way, distinctive to each artist’s unique story of who they are and what they do. The astounding results were showcased in-store during the entirety of Design Week. Check ’em out below!
Clarence — @craftvaries
Deon @deonasaurus / @tellyourchildren
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