The Rock Me Again project, in association with Jameson Irish Whiskey and supported by VISI, vida e caffé, M1 Management, Wembley Square and Between 10 and 5, challenges SA’s finest fashion heads to showcase their ingenuity. Through rethinking and reworking pre-worn clothing, this creative challenge places strong emphasis on environmental awareness and sustainability, whilst bringing new life to discarded garments.
Trevor Mitchell, director of the conceptual event design practice Capsule Projects, who initiated the project says: “Of course, taking something old and turning it into something new is not a new concept. Still, we were inspired by the idea of challenging designers to reinvent garments destined for the landfill into a contemporary aesthetic. After all, as the genius Maison Martin Margiela once said about his own reworked garments – they are the result of a new moment of creation. Once they have been reworked, they belong to the future from that moment onwards.”
The designers contributing time and creative energy to the project are Clive Rundle, Christopher Strong, Take Care, Rosenwerth, Blasoen, Rachel de Mardt, UNkNOWN and Cindy Pool.
The project engages vida e caffé customers by encouraging them to bring in old clothes and to drop these into the Rock Me Again bins. The bins are stationed at some vida e caffé stores in Cape Town (Kloof Street, Wembley Square and Green Point) and Johannesburg (Greenside and 24 Central Sandton). The bin itself is a re-purposed cardboard tube that was created especially for the project by Thingking.
The collection of the old clothes and reworking process will culminate into an online photographic exhibition featuring fashion images of the garments captured by photographer Sivan Miller. On December 1st, an announcement will be made on 10and5, as well as on the VISI and vida e caffé websites, as to the date that the exhibition will be broadcasted.
Contribute to this exciting project by donating your old clothes at your nearest vida.