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Parhela
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Understated Luxury Chillwear
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Understated Luxury Chillwear
Parhela is a new multidisciplinary luxury label that blurs the line between original streetwear and luxury fashion staples. The label produces pieces at a slow pace, side-stepping the traditional overwhelming fashion calendar and challenging the buy-it-all thinking of modern consumerism. Embracing the era of silent chillwear, Parhela crafts wholesome, understated pieces to live | chill | explore | laugh | work and simply be ' in'.
We meticulously crafted a holistic brand identity that celebrates minimalism, timeless wares, impeccable cuts and immaculate attention to detail.
Parhela is a new multidisciplinary luxury label that blurs the line between original streetwear and luxury fashion staples. The label produces pieces at a slow pace, side-stepping the traditional overwhelming fashion calendar and challenging the buy-it-all thinking of modern consumerism. Embracing the era of silent chillwear, Parhela crafts wholesome, understated pieces to live | chill | explore | laugh | work and simply be ' in'.
We meticulously crafted a holistic brand identity that celebrates minimalism, timeless wares, impeccable cuts and immaculate attention to detail.
Understated, Elevated, Wholesome. The new radical transparency.
We focused on the idea of timelessness. The brand type channels a bold established yet discreet aesthetic featuring smooth corners that are moulded around a circular shape. This hybrid between serif and sans-serif makes a modern-classic statement.
The Parhela photography aesthetic is an essential part of the brand identity and lifestyle. The artistic direction features ethereal, contemporary and minimalist scenery. Focusing on the unity and relationship between nature, tactility and the body, the imagery is clean with soothing low saturated earthy tones. HELIOS [sun in greek] is Parhela's primary colour. Desaturated, organic, subtle, understated, timeless and incredibly versatile, this shade of taupe symbolises neutrality, practicality, authenticity and modesty. PETRICHOR [the rain smell] and WHOLESOME complement the primary colour to create an elevated and soothing aesthetic.
Ending fast-fashion. For good. With the explicit acronym #FCKFSTFSHN (#f*ck fast fashion), Parhela is taking a strong stance. They ditched self-promotion and loud branding to emphasize craftsmanship, personal and environmental awareness, not letting fast-fashion define our online and offline selves
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