It has taken me a while to be able to write the “about us” , as it is always difficult to know what you really are and to cry it out loud.
“Homeland” is a word full of controversial meanings from past, present and surely future events, but I am trying to recall it not as a territory full of places, people and history that are bonded into a unique “homeland”, different to others. I am thinking of a future Homeland, an ideal of a future, for which it is worth fighting for, understanding fight, as the exquisite art of verbal reasoning and oral debate.
There are no universal clues about the meaning nor the limits of the word “better”, therefore, groups of people believing in different futures are lead to global confrontation trying to impose, and therefore unify by force its meaning. A better homeland was not the same in Rome than in the Victorian times or in 1996. And now, in 2011, there might not even be a clue of where we should look for, as old paradigms have failed and we struggle to find new ones.
In an era with no ideologies, I believe in homeland as future and universal, as no borders, no cultural gap nor government can stop the unbeatable effect of technology. Technology is the power of the people brave enough to be free, and therefore undertaking movement, actions and the necessary risk to walk the path, to beat the unbeatable in order to conquer the greatest human ideal, freedom.
We are creating a new path, the NUD is a future homeland, built or is starting to be built today. We want to be a global, free home for everyone that understands “better fashion” as a more ethical and sustainable. For us our meaning of “better” is broadened under the H.E.D ethos, this is, believing that the core value in a dress, pants or coat is its commitment with Human Rights, Ecology or the Development of pioneer designers (H.E.D) .
This is who we are, a group of believers trying to change the word “added value” in fashion. We want people to realize that there is more value in a handbag defending other people´s rights and the environment than plainly offering its brand and status.
We are ethical but we are also passionate about design, as underestimating the importance of fashion could keep us far from understanding ourselves. We can create, follow, unfollow, criticize, be bored, passionate or ignorant about fashion, but it is always a part of us, as dressing yourself is a way of expressing who YOU are to the world. Don’t be afraid of it, enjoy the power of being extravagant, elegant, casual, smart, a new trend, your trend, express that unique and only you to the world.
Welcome to the future & Thank you for being a HEDer.