ss17 in stores

{*Conditions Apply} are happy to announce that our new ss17 collection is now available in stores!

Using Denim at {*Conditions Apply}

Although denim is one the oldest fabrics, it is one that has managed to stay around and be continuously popular throughout fashion history for a long time. For this reason at {*Conditions Apply} we see denim as an investment and also, the fact that denim being a long lasting material, helps reduce fast consumption makes it a very important material to use throughout our collections. 

Denim can be traced all the way back to being used on the sails of one of Columbus' ships, before it begin being used for making clothes. It was then used to make clothing for hard manual workers such as farmers and miners due its durability, hardiness and being a fabric that can withstand all weather conditions. Denim has since been developed into a variety of compositions, now ranging in all weights and suppleness. The word "denim" is believed to originally comes from "Serges de Nimes" meaning the durable, twill fabric "Serge" that was developed in the French town of Nimes. 

For our collections, we source our denims in India where they are produced with extensive care and attention to detail from the initial purifying of the cotton to the rich indigo dyeing. Indigo is among the oldest dyes for textile dyeing and printing, and with India being the oldest and still most major center for indigo dyeing the quality of our denim is unbeatable. 

Throughout our denim capsules, {*Conditions Apply}’s skillfully trained workers mix traditional techniques, such as hand embroidery, to create contemporary pieces of art.

Screen Printing at {*Conditions Apply}

At {*Conditions Apply} we believe there are many positive reasons for keeping traditional skills alive. One that has been a big success in our collections over the years has been screen printing.

Screen printing enables every print to be slightly different and unique, the ink is able to sit crisply on the surface which gives it a tactile finish. Preserving traditional craftmanships generates more employment which helps the economy grow with a more unique result of product. 

Screen printing can date back to the prehistoric period, and has since been in a variation of ways. It has been used to make graphics when creating posters during protests over the years, used by artists during contemporary art movements and popularised particularly by well known artist Andy Warhol, and was introduced to being used on clothes originally on t shirts for bold prints and graphics but is now used on a wide variety of garments. 

At our sampling factory in Gurgaon, India we are lucky enough to have several large heated tables where the skilled workers trained in this area like to experiment with different shapes and colours to create prints for our future collections. The screen printing technique consists of creating stencils that are used on a mesh frame to block ink from coming through onto the fabric and leaving behind the design from the stencil. As each colour on the design has to be applied separately, there is waiting time for each colour for it to dry before moving onto the next one- this makes the printing process a slower one but in our eyes is well worth the wait for the results achieved afterwards.

Behind the seams at {Conditions Apply*}

{Conditions Apply*} use fashion to help reserve traditional crafts in under-privileged populations that can supply these skills. As consumers around the world are beginning to take responsibility to be conscious about their purchases and to recognize the power they have to make a positive difference when choosing which brands to purchase from, {Conditions Apply*} are proud to provide consumers with a resolution. Having our own, certified with Sedex, factory based in New Delhi, India, we use traditional skills to create contemporary collections.

One of our main crafts we try to reserve at {Conditions Apply*} is hand embroidery which takes a big part in our collections, using cottons in various ways to illustrate hems and detailing. This delicate craft that uses needle and thread or yarn to decorate fabrics is one that has been passed down through generations, it is believed to have been initiated all the way back in the stone age where stones and bones where used for further decoration. Artisans along the way have developed the craft to create the modern day embroidery we have now in all corners of the world, although the techniques still used today are ones that can date back to Chinese thread embroidery in early 3500BC. {*Conditions Apply} cherish the history and beauty of this craft and make the most of our talented employee's who are lucky enough to have been passed down the know-how of this skill from previous generations. Throughout summer to winter collections, our hand embroidery is a very popular aspect of our designs and we enjoy sharing what goes on behind the scenes with our customers.