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Every garment is a statement. Sometimes it is stronger, sometimes weaker. Young people in particular are increasingly expressing their political opinions through fashion. A royal blue sweater with yellow stars makes the European Union wearable. So wearable that politicians like Justice Minister Katharina Barley and Chairman of the FDP Christian Lindner are now showing themselves in public with the EUnify Hoodie. Model Toni Garrn, blogger Veronika Heilbrunner, designer Virgil Abloh and many more also show their commitment to politics.
What makes the EUnify Hoodie special?
The sweater does not show the EU’s circle of stars as we know it. The gap cannot be overlooked. A star is missing. The star for Great Britain. It is printed on the back together with an EU hotline. Anyone with questions about the European Union can contact the hotline. The incomplete star circle presents the current climate in as well as the uncertainty of the EU.
EU sweater is trending
According to the Zukunfstinstitut (=Future Institute), a fashion trend is usually defined as “fleeting, superficial and often marketing-driven phenomena” that rarely last longer than a season or half a year. In the case of the #EUnify Hoodie, the trend continues to establish itself. On March 25, 2017, Souvenir Official shared the EUNIFY collection on its Instagram account. And in 2019 the sweater is more talked about than before. This fashion trend is still in vogue due to the networking with the political opinion. It all started with Brexit and the break with the European Union. For Souvenir Official it is an advantage that Brexit will definitely be on everyone’s lips until mid-2019.
Souvenir founder David Mallon has published the first collection in 2017 in cooperation with the Berlin gallery König. In the online shop, they ask not to hide under their hoodies but to protest together. According to the website, the EUnify project calls for critical engagement.
Whether the sweater only wants to strengthen political opinions or whether there is an economic factor behind it remains unclear. The hoodie can be purchased for around 60 euros. In addition to the hoodie, the EUNIFY collection now also includes T-shirts, sweatpants, caps and much more. The entire production takes place in Europe. The product is climate-friendly above all due to the plastic-free packaging.
The beauty of this trend?
The beauty of this trend is that fashion has become political again. This has happened many times before and has brought people’s opinions into the public eye in other expressive ways. No matter whether it was designer Maria Grazia Chiuri with her “We should all be feminists”-T-shirts or the whole hippie movement at the end of the 1960s.
Fashion is political and we like that!
EUnify Hoodie Outfit
WHAT I WAS WEARING
Souvenir Official – EUnify Hoodie
Zara – Ripped Jeans
Hallhuber – Wool Coat
Tamaris – Biker Boots
All other looks can be found in the Lookbook.