Fashion retailer Slam Jam and clothing brand Rayon Vert are launching their joint digital platform “W3W – The Wisdom of the Third Wave” on Saturday.
The platform aims to take a closer look at the consumers of the future – dubbed “prosumers” by Slam Jam and Rayon Vert. With the prosumers, W3W outlines a futuristic scenario in which consumers produce goods and services themselves. W3W aims to blur the lines between “ready-made products and DIY approaches” and examine how production and consumption will merge in the post-industrial era.
The concept of the project is based on the theories of the futurologist Alvin Toffler. Toffler understood the word “wisdom” as an ability to follow reason. According to his theories, this ability results primarily from experience and reflection – and requires moral awareness and practical action. Slam Jam and Rayon Vert will take up this approach with W3W.
Alongside the platform launch, there will be a physical event at Slam Jams’ flagship store in Milan. The Rayon Vert team will be relocating their production to the store for two days to work on a collection to be launched in March. Interested parties can get an insight into the first steps of creating a collection.
Who are the creative minds behind W3W?
Rayon Vert was founded in 2017 by Yuri Kaban and Pietro Fareri. The two have turned their passion for mountaineering into a business – Rayon Vert makes clothing, backpacks and accessories in small batches. On their website they write: “We believe in striving for a state where everyone is able to make their own clothing and gear.” The focus is on supporting in-house production.
Slam Jam was founded in 1989 by Luca Benini. Today, in addition to its multi-brand stores, Slam Jam is also known for its projects and concepts that are based on urban subcultures. The label has participated in various collaborations in the past, including with braindeada US-American streetwear label, the shoe brand vans and the Swedish outdoor brand climbing muses.