Netizens - KUML

Endless cycle of birth, death, and rebirth.

The fashion collective Netizens rejects the current state of fashion and questions today's frail, unsustainable supply chain and its environmental impact. With inspiration drawn from Icelandic pagan culture and concept-driven collections unfolding each season, we hope to take digital fashion to a new level that is competitive with physical fashion brands, and further move the fashion industry and fashion enthusiasts towards a more sustainable future; a digitally augmented one.

This is an afterlife experiment, an attempt to be reborn.

Us humans have long been interested in understanding the past; we want to understand it because it is part of us, our ancestry. With each collection, we reveal something we call Kuml and Haugfé for the audience to gain more insight into the Netizens story. These words are a collection of archaeological reports of 'Burials and Gravegoods' from the Viking age in Iceland. Netizens intends to create stories with objects and fashion to be unfolded by the viewer, a conversation between the present and the future. We distort our reality as it is, and play with the visual language and concept of computer glitches, to leave room for misinterpretation and imagination. Netizens’ debut collection is accurately titled Kuml where we establish our digital pagan grave for the future netizens.