Welcome to SS25: Echoes of Purpose
Hey there, Bas here! I’ve been counting down the days to share this with you—our newest collection, Echoes of Purpose, is finally here. In my opinion, we’ve raised the bar again with this one. I can’t wait to tell you all about it, so let’s dive in!
The Inspiration Behind the Collection
Since starting the brand, I’ve always been fascinated by ancient wisdom and unconventional ways of living—whether it’s the traditions of the Māori, Aboriginals, Mayas, or others. Even when faced with the pressures of modern society, they continue to follow the teachings and practices of their ancestors. That kind of resilience and commitment inspires me deeply.
Their traditions, healing methods, and philosophies shed a different light on life. It makes me question how we live today and what we can learn from them. Another big influence? The Japanese concept of Ikigai. It’s all about finding your purpose and living with intention, no matter what challenges you face. Even if it’s unconventional.
Echoes of Purpose is rooted in these ideas. It brings me back to the original reason I started the brand—to explore deeper meanings in life and to reflect that in the pieces we create. This collection feels closer than ever to the “why” behind Don’t Waste Culture.
Key Features of the Collection
Because this collection is inspired by the unconventional, we’ve added unexpected, boundary-pushing details. You’ll see big asymmetrical distress stitches, unconventional pocket placements, and a mix of textured fabrics throughout. These aren’t your typical designs—we’re intentionally testing limits here.
Also important inspiration is drawn mostly from (of course) Japanese inspired garments, but it also got many influences from the Mediterranean and middle east. Each drop within the collection brings a unique aesthetic, but they all tie back to the central theme of breaking norms and embracing purpose.
Mood and Aesthetic
As you know, the aesthetic of our collections and items is everything to us—it’s one of the pillars of the brand. And as always, the fit is key. Every piece in this collection has been carefully designed to bring out a specific vibe.
Whether it’s relaxed, tailored, or urban elegance, the fit and fabric work together to create that perfect outcome. Some pieces, like draped suits or pants, required a different design approach to achieve the right silhouette and movement.
This collection is bold and summery, featuring pastel-inspired tones and a wide variety of garments across categories. It’s different, but in the best way possible. Our team worked incredibly hard on this, and I truly believe it’s the perfect collection for summer. Just look at the fabrics we used:
Perfect items to style this summer
As always, fabric choice and fit are key in this collection. We’re leaning more into cropped silhouettes, and you’ll see that reflected in our crochet shirts. Made from a mid-heavy crochet fabric in a semi-cropped fit, these pieces are perfect for layering. Pair it with the draped crochet tape pants Liriel, and you’ve got the ideal summer set—not just comfortable, but aesthetically on point. Of course there are many more items, but I felt like I needed to highlight these in this blog. You can see the outfits below.
Another standout piece? The structured T-shirt. Crafted from a boucle-textured fabric in a semi-cropped oversized fit, it’s a basic, which I like—but with just the right twist to set your outfit apart. The fit and fabric act as its logo in here. The fabric drapes perfectly over the body and can be styled in multiple ways. Wear it layered over a long sleeve, pair it with a crochet sidebag, or match it with black tailored pants or denim. It’s available in two colors, giving you even more versatility. Inspiration outfits below. The first is combined with 'Liriel', and the second with 'Kaelum'.
A Personal Anecdote
Over the past few years, I’ve been drawn to documentaries exploring different concepts of life. One that really stuck with me was about a journey from Canada to South America, visiting only Native American tribes along the way. Watching how they live, completely rooted in their traditions and purpose, something clicked inside me.
It made me realize how important it is to live intentionally, even in today’s chaotic world. These tribes live as their ancestors intended—with respect, dedication, and clarity, free from external noise. They have a deep belief in their purpose, and it’s something that resonates deeply with me.
That experience became a major turning point for this collection, inspiring the ideas and designs you’ll see in Echoes of Purpose.
Summer is Calling
The Echoes of Purpose collection is officially here, and early favorites are already flying off the shelves. Don’t miss your chance to grab the pieces that speak to you. Trust me—this collection will transform your summer wardrobe.
