The craftsmanship in Lifeproof Pullover 2.0

The new Lifeproof Pullover 2.0 is here! We decided to talk to Gloria, our Design Manager and pioneer at Someone Somewhere. She's going to tell us a little more about how these new designs, colors, and functionalities were achieved. As well as the star craftsmanship of this launch: the knot stitch. Gloria tells us about her experience co-designing with artisans from the community of Tenango de Doria, Hidalgo.

At Someone Somewhere, we are very keen on creating innovative and functional products. Could you tell us what was the main motivation for Lifeproof Pullover 2.0?

A year ago, we as a company changed our design strategy to one we call the virtuous triangle, which consists of three pillars: functionality, design, and impact. What was new in this strategy was functionality. We had never before thought of it as something so integral and important from the conceptualization of a product. When working with craftsmanship, it is generally for a much more aesthetic, decorative, and even artistic approach rather than functional. So we had several meetings to focus and link design to this important new pillar, and in this way, a whole range of opportunities opened up. When we started developing Pullovers, we conducted user research to understand the most important pain points of this type of garment and found that they are the neck and sleeves, specifically the armpits. These are the areas where they usually break, tear, or fray, because that's where the fabric joins. With these results, our proposal was to use craftsmanship as reinforcement, applying it to those parts to give the garment more life. All this research and the change in strategy were the first part in conceiving Lifeproof Pullover 2.0. Thanks to this, we found where craftsmanship needed to go to truly help the user and not just provide an aesthetic and cultural element, although that alone is already very important.

Something we are proud of is the hand-in-hand work of designers and artisans. Tell us a little about your experience in the creative process and co-design with the artisans of Tenango de Doria.

First, we knew that craftsmanship had to be present no matter what, because we are a brand that seeks social impact, especially in the communities where we work. But our challenge was precisely to direct the artisanal aspect towards a specific need. That is, to make it coexist harmoniously with the rest of the product so that it doesn't feel like an afterthought. The Design team maintains constant communication with the artisan leaders of all communities, so we began by asking them about the strongest stitches and seams in their respective communities, ones that would make super resistant joins and that were focused on joining skirts and fabrics through reinforcement. This search began at the beginning of December and lasted until February. In total, there were three months of collaboration, co-design, and brainstorming with the artisans, although we had plans since October.

In the end, we decided to travel to Tenango de Doria. We have been working with this community since September 2017, more than three years. The artisans gave us samples of three or four stitches, among which was the one we decided to use, the knot stitch. We learned how to do this stitch and sent it to the lab for testing, where they confirmed that, indeed, the fabric became more resistant. Eureka! It was exactly what we wanted. We considered a lot of stitches that adorn garments, but none of them fulfilled the functional part we were looking for. With the knot stitch, we achieved the challenge we set for ourselves from the beginning.

Now that you mention the knot stitch, what was the reason for choosing that stitch? How did you manage to integrate this craftsmanship into the garment?

The main thing is that this stitch is super resistant, because with each pass, a knot is formed. It was initially used in the community to join clothes. It was more for interiors, to join skirts and huipiles, it wasn't a decorative stitch, that's why we chose it. Something else we added to the original functionality was research into threads to ensure that it was also super resistant in that regard. When we expressed our needs and goals to the artisans, it was funny because for them it was a bit strange that we wanted the knot stitch exposed, if it was only for joining. We explained that it wasn't just for reinforcement, but also to frame the garment on the outside, like the cherries on top! Which speaks to the overall concept of the collection.

What can you tell us about the choice of colors Ink, Latte and Milkshake? 

Regarding that topic, we wanted colors that went with this moment, with spring. At Someone Somewhere, there is a very dark palette. Our fixed colors are navy blue and Oxford gray. So, in Design, we were quite determined in telling others that we needed much warmer and cheerier colors. Although we are a basic line, we sought to open up the very dark palette we had. The Lifeproof Pullover 2.0 hoodies are monochromatic, they don't have a front pocket decorated with beautiful iconography; but, without a doubt, this is the first 100% finished approach where basic colors were achieved and where even the craftsmanship enters into this conceptualization. We worked for over a year with WGSN trend research, the world's largest trend bank, to understand color theories and product concepts. We can say that Latte and Ink are a basic, a must-have in any wardrobe, and Milkshake is undoubtedly this year's trend. We are very satisfied with the result, we honestly love it. 

In terms of durability and sustainability, how would you describe Lifeproof 2.0? 

Regarding sustainability, the main thing is the Lifeproof fabric, which has an antibacterial and anti-odor finish, so you don't have to wash it as often, just like your favorite denim jacket. Ultimately, this leads to an environmental impact. In terms of durability, it's our first product with reinforced craftsmanship, and we will replicate it in t-shirts eventually. We want to create an entire line with this functional artisanal intervention. Without a doubt, these two combined factors give us a heavy-duty garment. Lifeproof Pullover 2.0 will withstand a lot in all aspects—no stains, no odors. That's the main thing about this collection.

Finally, how does it feel to see the finished product after all the effort?

We love it! Last year, we released the first Lifeproof and we thought the silhouette and finishes were incredible, but they didn't include the artisanal intervention. On the Design team, in particular, we had a nagging feeling that the craftsmanship wasn't fully closing the concept of Lifeproof. So we worked hard, we set out to find a way to integrate the functional aspect. That's when we began our journey of asking in all communities, researching online, sampling, so that today Lifeproof 2.0 is on point. It's perfect and has everything we want. With this launch, we have shown that as a brand, we have matured and advanced. The user trend definitely points towards higher quality, less environmental impact, and more basic items for any time of day. And that's what we're looking for!

We thank Gloria for telling us about this incredible adventure to bring Lifeproof Pullover 2.0 to life.

If you already have yours, don't forget to leave a message in Meet the Artisan to the artisans who, together with us, brought you the new Lifeproof. 

If you don't have your Lifeproof yet, what are you waiting for? Choose your favorite: Ink, Latte, or Milkshake and discover all it has for you. 😉