Agogic - Be prepared for more

Outerwear for women that combines style with performance technology and sustainability

The project

Outerwear for women that combines style with performance technology and sustainability.

THE CHALLENGE
The versatility of high-performance lightweight fabric and layering are widely used in outdoor and urban menswear. However, women between the ages of 30 – 50 in Northern Europe who seek highquality clothing combined with traceability and sustainability, have fewer options than their male counterparts, creating a niche market.

THE SOLUTION
The partnership will use for the first time a “3 layer fabric” made of recycled polyester, producing 4 versatile outerwear and layering pieces. Formed by a three-layer Seaqual waterproof and breathable jackets, a long trench cut, and shorter military-inspired cut. Paired with two inner warmers that can be attached inside the outer jackets or worn separately, also made from technical sustainable materials. The idea is to transform Seaqual polyester twill into a durable, lightweight and waterproof PFC-free, three-layer fabric made from recycled and post-industrial waste. The yarn is traceable thorough a DNA tracker in the fabric. Full seam taping makes the garment 100% waterproof. The inner layer is made from Primaloft silver recycled fill and Polartec Power air (super warm recycled, anti microfibre-shed fleece).

SALOME WILSON- AGOGIC (Italy)

Salome is a fashion designer with experience in a variety of big name brands in Europe including Northface, Woolrich and Tommy Hilfiger. Focused on lifestyle and sports apparel with a Menswear Master’s degree from The Royal College of Art, London. She is developing her own Brand Agogic.

NT MAJOCCHI - MAJO TECH (Italy)

NT Majocchi makes high-performance fabrics for fashion, the military, and workwear. They produce and finish high quality specialised fabrics with clients including Woolrich, Nike, Griffin and Alyx. Focused on sustainability through innovation.

ROGER LEEBODY (The Netherlands)

Roger Leebody is a partner at The Brave New Now, a new creative advertising and marketing company with a bold ambition: to make brilliantly creative, culturally relevant work in a better way, for today’s world.

Project website: www.agogic.it

STORYTELLING

THE IDEA:

Agogic arose from a combination of my previous experience as a designer in the outdoor industry and living in North Europe. I was frustrated as I needed to ride my bike everyday but I wanted my jackets to work like my best loved jackets, military or trench styles with inner layers I add myself, so keeping me dry and also the right level of warmth. With Abi from TheBravenewnow we talked about this a lot, what would be really like to wear instead. We then asked other people, and the idea grew…..

THE BIRTH OF THE PROJECT:

Solving our problem however within the huge rain wear and ‘ sustainable ‘ market was about really thinking about needs and what is our point of view ?I don’t really believe in the fashion system, and I really believe sustainability comes from product that is made well and truly made to last. So in combination with our consumer research and my experience in making technical clothing, Agogic is an all season round modular system of jacket, 2 outers and 2 inners that can be combined and packed. These give the customer flexibility throughout their day. Layerable , packable and component built to function across seasons, buy less do more. It works so well! Its about more than just the weather its helping your day. The materials needed to be made well and made to last, we have used responsibly-sourced, high-performance, eco-friendly materials like Seaqual Yarn, upcycled nylon, Primaloft and Polartec Power Air, which are constructed out of recycled sea and land litter. Their performance and the clip in system of the garments are borrowed from the technical outdoor world, but brought to the city. Then how can these garments be made in the best way ? It had to be a high quality manufacture, we looked at different options and were able to work with a factory in Italy La Rocca , an ethical manufacturer with a history of high quality craftmanship.. We believe in fair wages, labour rights, total transparency. Our sustainable approach extends to packaging. We only employ reusable and returnable plastic bags produced by Repack and all recycled materials that arrive at the point of sale with the consumer. We are providing longevity support including repair and maintenance for garments purchased, with buy back and resell coming soon. So I learnt with further research this is really about about circularity through an Extended product lifecycle, something I feel so passionate and want to learn more about. The main product is costly to make in small quantities and launching as a small brand Direct to consumer during the pandemic hasn’t been easy. Consumers don’t realise that big brands have the monopoly on materials and MOQ and but we are building up a small customer base and following which we want to scale.

THE CREATIVE PROCESS:

Consumer feedback, drawing and researching into timeless and functional styles was the starting point. I found a vintage Balmain trench at our local market for 3 euros and used my archive of outdoor jackets for attachment systems. First protos took place over the summer which was a challenge in Italy due to holiday time ! Consumer testing then evolved the styles in terms of detail and construction and also quite dramatically, particularly our parka!

THE COLLABORATION:

 The BNN helped me to have an overview on the project communication , planning & bigger vision with Roger. Whilst Abi has been able to create direct relationships with key markets for direct to consumer. The impact of collaborating with Abi & Roger has enabled me to evaluate the correct choices for Agogic and then how to execute within a small team, as you don’t have many resources!. It was key to moving the project forward, from initial ideas to problem solving, working together made the experience more enjoyable and successful. I was able to have another point of view to consider. Sometimes I would feel really blocked on how to move forward, to discuss and plan with your partner was a real help. For example we saw that making Agogic for also for Men was a real opportunity. It has helped me really develop my skill set as an entrepreneur and enable us to launch and find the path ahead in a challenging 2020 – 2021.

THE FUTURE:

We have launched our Ecommerce in October 2020 and have initial sales and a core business structure set up. We are looking to for an experienced partner ie an accelerator focused on ecommerce technology ( ie FTA which we have applied for ) or a fashion related company to help us scale up in terms on product options and materials, new markets and develop our longevity service. We are looking for ongoing advice and direction on key areas we need to improve on within the business . We are working on a final business plan with ROI which will be ready the start of March 2021 and would like to meet potential investors ASAP, we need investment for the next stage of production later in 2021 – 22.

THE MESSAGE:

Working collaboratively for me has been always important, as projects grow and take shape I believe you really need team work to get to the next level! 

 

 

PARTNERSHIP PROJECTS

The vase

The vase

Lumimóza

Lumimóza

3D metal panels

3D metal panels

Thinking Woman’s Chair

Thinking Woman’s Chair

Aeras-x Seat for Drone Taxis

Aeras-x Seat for Drone Taxis

Tagenea

Tagenea

Loom-State

Loom-State

Common Sands 2.0

Common Sands 2.0

Maretech

Maretech

Minois

Minois

STEM a garment production brand

STEM a garment production brand

Storytelling Garment Project

Storytelling Garment Project

Mapu Preto

Mapu Preto

Minta

Minta

NO/thing

NO/thing

Modifiable Vegan Bag Collection

Modifiable Vegan Bag Collection

In the Circle

In the Circle

Clotho

Clotho

Make Your Bed

Make Your Bed

Vibro-Tactile Textiles

Vibro-Tactile Textiles

LÈBIU – let’s CORK it

LÈBIU – let’s CORK it

WeAr Design

WeAr Design

Freskos

Freskos

ALMA

ALMA

Bubble Façade

Bubble Façade

Crossing Parallels

Crossing Parallels

EnaOna

EnaOna

SEISMIC GARMENT

SEISMIC GARMENT

Rethinking the Bra

Rethinking the Bra

Manual bag

Manual bag

Nova Underwear

Nova Underwear

BioChromatic

BioChromatic

Dimmenso

Dimmenso

Beaggie – Hope Blooms

Beaggie – Hope Blooms

Ignorance is Bliss

Ignorance is Bliss

WE ARE NOT IN THIS ALONE

WE ARE NOT IN THIS ALONE

H|H

H|H

Vibrant-barrier-free glassware collection

Vibrant-barrier-free glassware collection

Edge Chair

Edge Chair

Marbled Salts

Marbled Salts

Moseanic

Moseanic

Kombucha TSUGI

Kombucha TSUGI

LiLO

LiLO

The Eastern Side of Riviera

The Eastern Side of Riviera

Future Wardrobe

Future Wardrobe

Ventri

Ventri

FreyZein

FreyZein

Step Smart

Step Smart

Re-Print Ceramics

Re-Print Ceramics

Vivid

Vivid

A Phyne Bomber Jacket

A Phyne Bomber Jacket

Burning For

Burning For

Circular workwear collection

Circular workwear collection

Recontile

Recontile

Fashion Colada

Fashion Colada

SCALA

SCALA

New Matters

New Matters

Not 2 Forget

Not 2 Forget

Agogic – Be prepared for more

Agogic – Be prepared for more

SMARTCOAT with ETHICS

SMARTCOAT with ETHICS

Mocha Split

Mocha Split

Reframd

Reframd

Zerobarracento

Zerobarracento

ALLCA Disruptive Rugs

ALLCA Disruptive Rugs

Wearable Play

Wearable Play

Wear-Abouts Baltic Sea

Wear-Abouts Baltic Sea

Gelatex x NO/AN

Gelatex x NO/AN

Luxury Bag Collection

Luxury Bag Collection

Amalgama

Amalgama

TTorch

TTorch

From the ground

From the ground

Biolea

Biolea

Ultra

Ultra

Capsule coat project

Capsule coat project

Mayya x WORTH

Mayya x WORTH

The Space in Between

The Space in Between

Rustic Wool Robotuft

Rustic Wool Robotuft

Cartiera & SwIdeas present: Change!

Cartiera & SwIdeas present: Change!

Fish_Fish

Fish_Fish

Common Sands

Common Sands

UCQC Inclusive

UCQC Inclusive

Gabriella Veszpremi X Inpelsa

Gabriella Veszpremi X Inpelsa

Mowo

Mowo

i-Morfé

i-Morfé

Iguaneye

Iguaneye

Ruumy

Ruumy

Fugazi Fugazi

Fugazi Fugazi

Serisole

Serisole

Hi-LAMP

Hi-LAMP

Lucid

Lucid

Senss

Senss

Walkytalkies

Walkytalkies

Sole sustainability

Sole sustainability

A Warm, Light, Luxurious, Sustainable Cloak

A Warm, Light, Luxurious, Sustainable Cloak

Spell My Name

Spell My Name

The “Bib” chair

The “Bib” chair

Materia Bruta

Materia Bruta

Planned Space Pooling

Planned Space Pooling

3D knitwear on demand

3D knitwear on demand

Lit Lace Interface

Lit Lace Interface

iluTex

iluTex

Sukka 

Sukka 

PineSkins Soft Wall Tiles

PineSkins Soft Wall Tiles

Unmoist Raincoat

Unmoist Raincoat

IOT Jacket & Robot

IOT Jacket & Robot

Stars Collection

Stars Collection

Words that shimmer

Words that shimmer

Persona

Persona

PULSAR

PULSAR

Identity 560

Identity 560

Øjenfryd

Øjenfryd

The Ghost Bag

The Ghost Bag

Diluci bags

Diluci bags

M2M furniture (Made 2 Measure Furniture)

M2M furniture (Made 2 Measure Furniture)

Myhand Prosthetic Socket

Myhand Prosthetic Socket

Oceanwear

Oceanwear

t-Studio – 3D fashion design network

t-Studio – 3D fashion design network

Curve

Curve

Multifunctional Textiles

Multifunctional Textiles

Fashion Designing in an Inclusive World

Fashion Designing in an Inclusive World

‘Parameter’ Table

‘Parameter’ Table

Occay

Occay

KICS

KICS

ERGOVI – healthy multiposture chair

ERGOVI – healthy multiposture chair

PreemieCme

PreemieCme

Circular Bags

Circular Bags

Clayer

Clayer

Lulu V2

Lulu V2

Fishskinlab

Fishskinlab

Dynaback

Dynaback

Esther Hates PVC

Esther Hates PVC

Gardin

Gardin

Foldable High Heels

Foldable High Heels

Sustainable Acoustic Panels

Sustainable Acoustic Panels

Edbora Collection

Edbora Collection

Smart Heated Vest

Smart Heated Vest

ACDL Artisan Chausseur Design Lab

ACDL Artisan Chausseur Design Lab

Smart Life Jacket In Watersport

Smart Life Jacket In Watersport

Fragments Garments

Fragments Garments

Hollow: A Lie Story

Hollow: A Lie Story

FWN: Family Wear Nature

FWN: Family Wear Nature

Himaero “The Emotional Jewel”

Himaero “The Emotional Jewel”

Spellbound

Spellbound

Wear Pure

Wear Pure

Connextyle

Connextyle

Unlimited in 1

Unlimited in 1

Paramatrix

Paramatrix

Feel More Knitwear

Feel More Knitwear

Skarabeos 2

Skarabeos 2

Twill

Twill

Fashionable Wearable Camera Accessory

Fashionable Wearable Camera Accessory

‘Margarete’ – Cork Task Chair

‘Margarete’ – Cork Task Chair