Denim Metamorphosis: Icons Re/Outfitted
The Visionary Lab has challenged fashion designers and artists to breathe new life into used Vitra chairs using reused denim from Levi’s®. Exhibited during Dutch Design Week, in an industrial woodworking studio, these unique chairs invite you to take a seat and think differently about discarded materials.
Exhibition ‘Icons Re/Outfitted’ October 21 – 29, 2023, Dutch Design Week, Fuutlaan 12C, Eindhoven.
Photo 1: The Belleville Chair Re/Outfitted by Barbara Polderman – a concept of The Visionary Lab, pre-used chair from Vitra, repurposed denim from Levi’s®
Photo 2: Close up – The Plywood Group LCW Chair Re/Outfitted by Sophie Cagniart – a concept of The Visionary Lab, pre-used chair from Vitra, repurposed denim from Levi’s®
Photo 3: The Eames Lounge Chair Re/Outfitted by Kelly Konings – a concept of The Visionary Lab, pre-used chair from Vitra, repurposed denim from Levi’s®
A Fashion Eye on Furniture
At a time of ever-growing mountains of textile waste, it is crucial that we shift our focus to the future and find creative ways to extend the life of our textiles.
Icons Re/Outfitted, initiated by creative studio The Visionary Lab, brings together icons in fashion and furniture in an innovative exploration; designers were invited to reshape a number of used design masterpieces from high-end furniture brand Vitra – including chairs by Charles & Ray Eames, Verner Panton and George Nelson – with bold new looks made from pre-loved denim from Levi’s®, the denim brand that is considered an unparalleled authority in the world of jeans and this year celebrates the 150th anniversary of their iconic 501® jeans.
Storytelling through design
Designers Nkwo Onwuka, Hannah Brabon, Kelly Konings, Tim Dekkers, Sophie Cagniart, Barbara Polderman, Sarmite Polakova and Norman Monsanto took on the challenge and each transformed an iconic chair, their muse, into an artistic, upcycled design object. They showcase a rich variety of innovative techniques (including digital 3D weaving, bio-textiles and recycled denim felt produced by the social factory i-did), combined with age-old crafts.
Exhibition ‘Icons Re/Outfitted’
The artistic chairs will be on display during Dutch Design Week in Eindhoven from Oct. 21 to 29 at Fuutlaan 12C. Situated in an industrial woodworking workshop, the setting itself is an integral part of the artistic narrative. In addition to Icons Re/Outfitted, three other exhibitions are on display at this location: by Isola Design, Social Label and woodworker Jan Gerritsen.
Design for the future
Denim, a timeless fashion icon, transcends borders and is cherished worldwide by people of all ages, sizes, races and genders. Levi’s®, a pioneer in denim innovation and committed to promoting positive change, proudly joins Icons Re/Outfitted in shedding light on the enormous potential of harnessing the second life of denim. This artistic project stems from The Visionary Lab’s mission to change the notion of waste by turning it into aesthetically pleasing objects. Vitra supports this creative endeavor and recognizes it as a profound, artistic and innovative statement in favor of circularity. Each new insight from this project is seen as an opportunity for further development and pushing the boundaries of creative exploration. Ultimately, this project aims to redefine our relationship with textiles and design and serves as a testament to our commitment to a more sustainable future.
Photo 1: The Wire Chair Re/Outfitted by Hannah Brabon, and Panton Chair by Sarmite Polakova – a concept of The Visionary Lab, pre-used chair from Vitra, repurposed denim from Levi’s®Photo 2: Close up – The Wire Chair Re/Outfitted by Hannah Brabon, and Panton Chair by Sarmite Polakova – a concept of The Visionary Lab, pre-used chair from Vitra, repurposed denim from Levi’s®
Photo 3: The Eames Shell Chair Re/Outfitted by Norman Monsanto and Kelly Konings – a concept of The Visionary Lab, pre-used chair from Vitra, repurposed denim from Levi’s®
‘Our mission is to redefine waste and reveal the beauty hidden within the unexpected. We take immense pride in bringing this artful project to life.’ The Visionary Lab
‘We are excited about this artistic exploration of circular design. Icons Re/Outfitted has resulted in unique pieces that artfully demonstrate how circular design principles and innovative techniques can be employed to minimize waste.’ Vitra – Torsten Stadles, Regional Leader Benelux & France
‘We’re thrilled to be a part of Icons Re/Outfitted, which not only champions innovation and craftsmanship, but also demonstrates how the lifespan of our textiles can be prolonged through innovative methods of design,” said Anit Van Eynde, VP of North Europe Marketing & BX, at Levi Strauss & Co. “This year marks the 150th anniversary of the Levi’s® 501® jean and, as we celebrate the incredible history of this iconic product, these one-of-a-kind, artful chairs invite us to consider the creative potential of reimagined denim.’