Products are not created for their own sake; they are made for us. It's not merely about aesthetics; it's about enhancing real-life experiences. Brands should aim to exceed expectations—not only by delivering what is requested but by anticipating what people would desire if they dared to ask for it.

A brand should be a dynamic force, evolving and engaging with its environment.People are seeking new, inspiring experiences. It is no longer just about the product but about everything that surrounds the brand. This is where AFORMÈNTS emerges.

We consider the concept of “seasonal collections” outdated. Instead, we prefer releasing individual products that result from months of extensive research, each crafted with its own unique identity. We stand firmly against fast fashion and are dedicated to embracing slow fashion principles. Each product must have a reason to be produced and a reason to be bought.

Our vision is centered on creating items that eliminate the desire for constant replacement, as they are designed to be inherently perfect. Our commitment lies in eco-sustainability, reflected in our choice to produce solely in regions that prioritize both the well-being of workers and the environment. Furthermore, we carefully select materials for our products, prioritizing sustainable options.

Our ambition is to design products using AI. We truly believe that AI can revolutionize the fashion industry. AFORMENTS aims to anticipate, inspire, and guide the community, as evident in our first product, “Chapter 0,” designed with artificial intelligence.

"It was incredibly fascinating to witness all the materials, details, and finishes crafted by artificial intelligence. AI operates with fewer constraints than those present in reality. For instance, it doesn't fully grasp the physics of the real world. This led to the creation of numerous intriguing pieces that, upon close inspection, would have been impossible to produce in reality. This was our initial reaction upon seeing the first creations. However, we later pondered, 'What if artificial intelligence is actually ahead of us? What if, instead of judging it for its "imperfections," it is foreseeing what will be achievable in the near future?'

This challenge presents a captivating complexity that we have set as our goal, fully aware of the potential commitment of months and months of research, with the ever-present risk of failure. Behind this technology, we discovered an unexpected sensitivity—a fusion of power and creativity that propelled us to pursue perfection, aiming to replicate that precise hoodie born from the genius of artificial intelligence.”