Born physically in a virtual sphere.
We are humans. Online it often does not seem like it.
We love to play in digital worlds.
To de-materialise, and re-materialise back to tangible experiences.
Cutting-edge applications. Hyper-visualised aesthetics.
Virtual textiles and garments;
an ingenious meeting point of nature and technology.
Digital culture manifested in fashion design.
Wearables in gaming, collaboration, human interaction.
We enjoy watching the world go by.
Trends and ideas explode and dissolve. Culture is timeless.
It became such a fast world to imagine the new.
We must think. To illustrate possible futures.
In 2017, about to happen was founded in Amsterdam by fashion design students who studied together.
The brand was developed around virtual aesthetics and super-fashion statement products, while working with virtual fashion design programs such as CLO3D in its earlier days of development - before the designer transition from the sewing machine to digital design tools and hyper-visualisation.
Just before Covid, and with years of academic research into virtual fashion, the brand evolved into a collective led by a small international team of tech and fashion visionaries. The collective power of knowledge, design skills, and capturing the zeitgeist was challenged by the element of time, as the brand suddenly experimented in a world that is over-accelerating to digital-only experiences.
While maintaining a natural and healthy brand growth, the collective focused on wearable design and material development — while avoiding the non-functional, temporary trends and marketing stunts that surrounded this meta-boom.
about to happen is known for its unique creativity and innovative approach, with a calm mindset.
The collective is based online, yet often hosts global events in cities such as Amsterdam, Paris, and Tokyo
to endorse physical human interaction with their (3D-rendered) collection presentations.
Within this virtual exploration of trial and error, we will always be driven by our imagination and data, and led by the goal to find meaningful functions for virtual-only wearables.
.about
概要
Exploring the concepts of virtual design, motion, and time as virtual sculptural materials. The cyclical rotation alters the 3D form of the .ath logo, and with movement gives aspatial perception, creating a sense of perceptual disorientation and inviting the viewer to consider logos not as a static, flat 2D object, but as a virtual consequence of movement.
