"TOO MUCH CIVILIZATION": THE COLLABORATION BETWEEN EXKITE AND TIGRAN AVETISYAN

In the contemporary fashion scene, it is very complicated to find interesting collaborations then, even less, cultural and ethical ones. They are against current Exkite streetwear brand, known for producing jackets, all unique pieces, made by transforming the unused materials of kitesurf, and Tigran Avetisyan, a new Mosque fashion designer, graduated from Central Saint Martins, where he walked with his first collection, born thanks to the support of the LVMH group. To say so Avetisyan may appear to be the usual young ambitious who aspires to become the new McQueen or Yamamoto. No. Going countercurrent and being at the forefront of style and aesthetics, in a unique and personal way, is the conditio sine qua non of the designer. With a touch of provocation. All time. To prove this, just look at the latest Fashion Fast collection, where the look proposed is repeated twelve times. And it is this unicum that has conquered Exkite.

Knowledge, experience. Culture. It is clear that behind the world of Tigran Avetysan there is a great deal of expertise in how things are going, even in fashion, who, reading his words and observing his collections, looks something so far away from him that it comes to less its meaning, at least the current one. That is why its philosophy is based on the study of fashion-product, and not so much on how a jacket can be matched to a trouser. What matters is the subject/object. And this also when working with brands that at product and trade levels have dissimilar characteristics from his, but that, like the case of Exkite, converge on one point, the most important: the common will to pursue a balanced and meditated life, in contrast to one of the most luxurious resorts in the world, Porto Cervo, where the brand made in Italy has its flagship store and the venue for the event that launched this partnership on August 5 and 6, 2017.

Too much civilization. During summer the Italian coasts are filled with people. They choke, especially those of Sardinia, you want for the majestic sea, you want for the movida. And this imperative slogan, which was painted by Avetisyan on Exkite jackets and t-shirts, which is being made of this moment. To propose a reflection, a detach from the beach cicadoo and cocktail bar. Better a good red wine, maybe by the sea, some friends and a guitar. A cliché that knows of authenticity. Like the common passion of young designer and Exkite for experimentation and – let’s say – for fashion itself.