SOO

ADG-FAD LAUS BRONZE 2026 WINNER

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DESCRIPTION

SOO explores an alternative approach to consumption, time, and endurance within contemporary fashion.No buy button. No seasonal cycles. No rush.

The project is articulated around an archetype that has resisted obsolescence across centuries: the shepherd. A vernacular symbol of endurance, silence, and adaptation to the elements, used here as a conceptual counterpoint to modern immediacy.

The brand translates this ethos into a complete visual and physical ecosystem: a raw visual identity, a hand-bound lookbook with blind embossing, a reusable packaging system, and a website that—by design—refuses instant checkout. By deliberately removing the impulse to purchase on the spot, the digital space demands time and contemplation, transforming an automated transaction into a considered dialogue.

Every single detail is engineered to disrupt the cycle of impulsive consumption—repositioning permanence, material honesty, and repair over the disposable.

CREDITS

GRAPHIC DESIGN

Tomás Morena
Alberto Herrera

ART DIRECTION

Gonzalo Muñoz

PHOTOGRAPHY

Diego Navas

TALENT

Álvaro Peralta
Lucia Valero
Jordan Rodríguez