A FASHION LINE THAT DISCONNECTS
YOU FROM SOCIAL MEDIA
AND KEEP FOCUS IN REAL LIFE.
Trident asked us to create a project that demonstrates a lesser-known fact about gum: chewing gum helps you focus. We developed a clothing line called “Focus: Life Gear," a collection of 8 garments that are made out of radio frequency shielding fabric, which disconnects the wearers' devices immediately when placed inside the pockets. The Focus: Life Gear collection extends from the idea that gum helps you focus, and offers new lifestyle items that help you do so. The pieces were created In collaboration with visionary Japanese designer Kunihiko Morinaga, and were exhibited in Toronto. We also released a lifestyle video, a making-of video, and a website for showcasing the collection online.