Beate Karlsson’s approach to sustainable design is a creative mix between maximalism and minimalism. The label’s second collection includes super wide pants, an assortment of patterns and bright colors and their already famous Finger Shoes, a surrealistic design reminiscent of frog feet with four round toes. Sounds too extreme? The label also has simpler hoodies and jersey pants to offer for your after-lockdown outfits, if you don’t want to get out of the comfort zone just yet. “I don’t think one of them can exist without the other, so I believe the future will be both for minimalists and maximalists, although the latter is the one I’m more drawn to”, tells designer Beate Karlsson to Numéro Berlin.
The minimalist approach of AVAVAV Firenze is mainly found in small produced quantities, some pieces were only produced seven times, others even have “We only made 32 of this” written on them. “Since we are using deadstock the numbers are decided by how many meters we can find”, explains Karlsson.
Deadstock refers to old fabrics that were designed for, but haven’t been used by, others. In this case, one person’s trash is another’s treasure: Due to the label’s location in the Tuscan area where many clothing factories are located, Beate Karlsson and her team find rather luxurious materials. For the current collection leftover fabrics from Burberry, Fendi and Jacquemus were used.
As the region is also known for its excellent shoemaking, this is as well an advantage for AVAVAV: “We are currently building relationships with some of the finest shoemakers of Italy with whom we are trying to make our Finger Shoes. We are just getting started, but since our shoes are a big part of our design identity you can expect much more to come in this area”.
The monster shoes are perfectly promising to go viral on the world wide web, as the exaggerated design immediately catch everyone’s attention. “Since we are still pretty small it’s definitely a big perk for us to get a social media buzz around our pieces. This being said, we also have a message to share, which is our policy around sustainability – we need to make people look our way to hear our voice”, says designer Beate Karlsson.
Photos Courtesy of AVAVAV Firenze
Text Hannah Sulzbach