PRO=TO=TYPE: Visions of a Sustainable Future

PRO=TO=TYPE: Visions of a Sustainable Future

Our Creative director  and founder Kwame Chambers sat with Emmanuel Addae also our founder in our design studio on a rainy Nottingham (UK). The discussion surrounded the state of the fashion industry and how the brand was going to stay competitive while holding true to the ethos of sustainability.

During this discussion, after many cups of coffee and both making points as to why the brand may not and may be able compete; there was a very important question that arose.

"Do our customers really care about sustainability and the fact that our cotton is organic and our polyester is made form recycled material?"

The room became silent, because there was no obvious answer to such a question, why? because market research will only give you a tiny part of the picture. Steve job famously once said in an interview that Apple never conducted market research (in the early days). Jobs said that people dont know what they like until they see it, im paraphrasing here, but something along those lines.

The point is some products and ideas are born to aid the evolution of the human species. No idea is more poignant and important to our species than sustainability. For Glitch Anomaly this mean utilising the resources of today to create a present that will enable a future in a more healthy state than we found it.

Glitch Anomaly was contacted by one of the local universities, Nottingham Trent  to ask if the company would be able to take on some interns, in the summer that year (2018), and the founders agreed.

This was a perfect storm, 2 graduates (both founders) of the Nottingham Business School (NBS), Nottingham Trent University (NTU), where now in a position to work directly with the university and to access resources, the company otherwise would not be able have access to.

The company sent out a brief, for students from fields such as Product Development, Design, Photography, Marketing and Fashion Design (garment and textile technology). 8 talented students answered the call, some of which have gone on to be award wining product designers.

The students were given a brief, to produce products which are animal friendly, and not harmful to the planet and people. These product needed to be of the highest design aesthetic, "futuristic" and as Kwame put it, "something I would see people wearing on mars".

(from left to right: Kwame Chambers, Emmanuel Addae, Sola Olowoake, Bhapinder Ballagan, and award wining Anastasia Klimova)

This project has since been named Pro=To=Type (trademark). Students along with the guidance of creative director Kwame Chambers came up with product made of Pineapple Leather and Biodegradable Composite. 

Within project Pro=To=Type, the product vary from Footwear to Smart Travel Luggage to Slider/slippers, and Bio tech Garments. 

Image showing the breakdown of independent component of the Pro=To=Type shoe by brand Glitch Anomaly

While the company had 3D rendering of such items, the challenge of producing them was next. Sadly the technology to produce such items was not as advanced as currently or the capital for development was not accessible. 

In 2022,  there are now companies like Zellerfeld that is in  the beta stages perfecting technology that democratising the industry, circumventing high cost for making moulds and so on.

Glitch Anomaly and founders are optimistic that their independent brand will be able to become industry leaders. and leave a sustainable legacy for future generation.


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