ANREALAGE has teamed up with digital creative companies PARTY and AID-DCC to launch a new project called "FOCUS: Life Gear."
"FOCUS: Life Gear" is a fashion collection featuring radio-blocking textiles designed to protect against the wave of information from cell phones, social media, and other sources. While mobile devices offer the convenience of staying connected, they also tend to distract from important aspects like real-life conversations and encounters. The project began with the aim of proposing a lifestyle that allows people to easily disconnect from the internet and their phones and focus on real life.
The apparel is laser-cut and seamlessly sewn, and is designed with outdoor gear and protection in mind, protecting against the information storm. When a mobile device is placed in the see-through pocket made of blocking material, it immediately blocks radio waves, blocking internet and phone communications.
The collection was launched at a pop-up gallery during Toronto Fashion Week in Canada, with plans to expand to Japan in the future. In addition to the clothing, a concept video, behind-the-scenes footage, and a website content assessing social media addiction levels were also released. The video was created by director and animator Genki Ito.
This project is part of a Trident Gum campaign. Just as chewing gum improves concentration and helps you have a fulfilling day, this collection reflects the concept that wearing Focus clothing protects you from excessive information and helps you focus on what is important.
