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Journal

Osom Brand Journal

Stories, news, press and all articles related to Osom Brand and our mission to keep landfills free of textiles and clothing.

OSOMTEX showcased at Miroslava Duma's & Stella McCartney's Fashion Tech Lab Launch Event

Patricia Ermecheo

October 2 2017, Google Labs, Paris  

Last night, one of the most epic launches in the fashion and tech world occurred in the midst Paris Fashion Week: Miroslava Duma's Fashion Tech Lab.

(left to right) OSOMTEX CEO & Founder Patricia Ermecheo, Miroslava Duma, François-Henri Pinault, Salma Hayek and Stella McCartney

(left to right) OSOMTEX CEO & Founder Patricia Ermecheo, Miroslava Duma, François-Henri Pinault, Salma Hayek and Stella McCartney

Miroslava’s new umbrella platform Fashion Tech Lab, showcased OSOMTEX and 6 other disruptive technologies from all over the world motivated by the shared vision to bridge fashion, technology and the science of sustainability.

In the midst of Paris Fashion Week enter the beautiful courtyard of the Google offices in Paris to experience the hype and futuristic decor designed and put together by the unmistakable fashion show event designers and producers Bureau Betak. The Fashion Tech Lab launch event was finally on! The fluorescent cube with the FTL logo and mirrors in the middle of the courtyard and the robot bartenders really made a statement of what FTL is all about; the power of technology for good. After grabbing a drink with the robot bartenders it was time to enter the world of the innovation.The 65 square meter interactive screen at The Google Arts Culture Lab was used to showcase custom 3D rendered content within an impossible laboratory of the future, giving an unprecedented glimpse into the ecosystem of each of the technologies and their unique problem-solving qualities. 

OSOMTEX upcycled yarns showcased at the Fashion Tech Lab launch event

OSOMTEX upcycled yarns showcased at the Fashion Tech Lab launch event

OSOMTEX showcased their upcycled fibers made from discarded post-consumer waste in an interconnected mesh of upcycled yarns beautifully and symmetrically placed within an acrylic cube with incisions on the sides so that the guests could freely interact with the fibers of the future.  OSOMTEX’s mission is clear: solve the Fashion Industry’s waste crisis by closing the loop and avoid textiles from going to landfills, embracing the idea of a transparent circular economy in which resources are finally taken into an account in an industry that has been blind for decades.  

Over 200 guests* from the worlds of fashion, investment, technology, and sustainability were there to discover, advise or just to simply enjoy the game changers in the industry. FTL created the right atmosphere of dialogue, positivity and cooperation that is much needed today across the industry and it seems that world is ready for a big change.

*The guest list included the mayor of Paris Anne Hidalgo, François Pinault (Kering), Karl Lagerfeld and Bruno Pavlovsky (Chanel), Nicolas Ghesquiere (Louis Vuitton), Valentino Garavani (Valentino), Mario Testino, Alexandre Arnault (Rimowa), Azzedine Alaia, Adrian Joffe (Comme des Garçons), Maria Grazia Chiuri (Dior), Alber Elbaz, Haider Ackermann, Christian Louboutin, Pierre Hardy, actors Marion Cotillard, Salma Hayek.

OSOMTEX at Fashion Tech Lab launch event
The 3D Impossible Laboratory featuring OSOMTEX at the Fashion Tech Lab launch event

The 3D Impossible Laboratory featuring OSOMTEX at the Fashion Tech Lab launch event