RE_DROP01 /WASTOP

Taking a stand against overconsumption, MYAR is developing a new disruptive strategy aimed at fully expressing its sustainable approach to fashion and engaging in a deeper creative exchange with both its wholesale clients and final consumers. 

A line of up-cycled military garments revisited through a sartorial sensibility combined with functional constructions, MYAR has updated its business model, shying away from the concept of seasonality.

Along with AT YOUR SERVICE, an evolving platform of services, enabling each retailer to co-create with MYAR its own personalized order, the brand is also introducing a direct-to-consumer program.

Named RE DROP, it consists of a series of genderless drops that MYAR will release during the year starting from mid November.

The launch of each drop, which will include from 1 to 3 outfits that will be available in limited quantities at the brand’s online store, will be communicated to final consumers through MYAR social media accounts and digital platforms. In some cases, the release of the drop will be supported by physical events aimed at raise awareness on the brand and its sustainable fashion approach.  

With each drop, that might also available for pre-order, MYAR will experiment with different techniques and treatments, revealing the most artistic and creative spirit of the brand.

For the official debut of the project, MYAR will release the WASTOP (a contraction of the words Waste and Stop) drop, aimed at giving second life to waste, where the brand, armed with an artistic eye, finds a new way to make it relevant again. 

Fabric scraps from MYAR past productions are worked to become 3D embellishments evoking camouflage patterns decorating up-cycled military jackets, featuring detachable padded linings, as well as pants with drawstring at the waist.

Embracing the same artistic attitude, the brand also created a range of T-shirts crafted from deadstock striped jersey fabrics splashed with customized screen printing images.  

Avoiding the production of any raw materials, and adopting a eco-conscious attitude towards trims and packagings for its collections, MYAR breaks new grounds in the fashion industry…. for a responsible future under the umbrella of upcycling.