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Abasi Rosborough is the New York-based fashion label who made waves after a NYFW debut of their FW18 “Utopia/Dystopia” collection earlier this year. Now, for SS18, the label takes a very literal look at the damage from global warming, and their new campaign illustrates what we stand to lose if we don’t act.

Titled “HYPEROBJECT”, Abasi Rosborough’s new collection consists of flight jackets, coats, desert shirts, ankara pants and T-shirts which use a limited edition canvas print of melting sea ice to bring climate change into the forefront of fashion.

The prints come from photographer Justin Brice Guariglia, a NYC-based artist who accompanies NASA scientists as they fly over Greenland to document the disappearing glacial ice. The black and white photography is mirrored in the monochrome color palette of the garments, which is interrupted with a flash of orange to signal an urgent sense of alarm.

You can see “HYPEROBJECT” in the video below, which is half nature documentary, half lookbook, intercut with important information about the current state of climate change. It’s as visually spectacular as it is troubling, as the video reminds us, “without change, scientists predict the extinction of polar bears, elephants, chimpanzees, tigers and gorillas within the next 40 years”.

Of course, none of this would make any sense if Abasi Rosborough didn’t hold itself to the same standard of sustainability. The SS18 drop is made locally in New York from 80% upcycled deadstock fabrics and all natural materials, i.e. hemp.

Abasi Rosborugh have shown that it’s not only possible for fashion brands to be environmentally responsible, but it can actually make for a very covetable collection at the same time. It  feels like a big step forward for ethically-sourced fashion, for both designers and consumers.

The campaign also challenges the emotional narrative currently surrounding environmentalism. While the usual conversation about climate change elicits feelings of guilt, duty, and fear, Abasi Rosborough suggests that to actually do something, we replace this with a feeling of love, which actually feels a lot easier for everyone.

Feel the love for our planet by checking out the lookbook images above and shop the collection via the link below.

Words by Max Grobe
Associate Fashion Editor
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