Gorpcore just got a whole lot cooler.
fashion just got a whole lot cooler thanks to eco-conscious brand 101%. Co-founded by Jessica Maxey and Fernando Romero, the label aims create unisex, performance-inspired clothing that can be enjoyed in the bustling city. But this isn't standard crunchy chic. Founded in 2021, the Mexico City-based brand makes clothes that feel as if they were ripped from an early 2000s music video and placed in the desert.
While designed for an urban lifestyle, 101% relies on pragmatic details, incorporating high-neck lines that can be pulled over the bottom of the face , two-way waterproof zippers, and functional pockets into their designs. When it comes to the great outdoors, the label proves that fashion and function can happily coexist.
The brand’s new backcountry-chic collection “Floor Plans”—which dropped on August 15—was inspired by Mexican architecture, which is reflected in the collection’s organic shapes and neutral colors. “As the brand is co-founded by architect Fernando Romero, architecture has always been a part of the conversation, looking at how clothes are your shelter and should offer similar protective and functional qualities as buildings do,” Maxey says. The architectural firm FR-EE provided direct inspiration.
For someone with such reverence for the great outdoors, it’s no surprise that sustainability was of critical importance to Maxey. “The fashion industry is inherently unsustainable so we always made sustainable initiatives a top priority in every aspect of the brand,” she says. In an effort to combat waste, each of the made-to-order garments are made of recycled polyester from pre- and post-consumer waste like fishing net and plastic water bottles.
So, whether you’re looking to elevate your good ol’ raisins and peanuts wardrobe, or want to invest in more environmentally conscious clothing, 101% is 101% worthwhile.
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