It's fall 2020. The world has slowed down. People are rethinking everything: what they wear, why they wear it, and whether any of it actually serves them.
Writer Mary Logan Bikoff spotlights the brand as a fresh answer to a question the moment is already asking: what does getting dressed actually mean now? The feature, photographed by Wedig + Laxton, captures the brand's core proposition simply: universal, comfortable, high-tech, versatile.
O. STUDIO DESIGN launches in fall 2019 with two gender-neutral knit sweaters in four colors developed in partnership with Pantone. The Commander and The Pilot. Clean. Considered. Built to move with you — from a Zoom call to a workout, from the office to the street. No costume changes required.
The brand is founded by El Lewis, a Decatur native and UGA graduate who spends years in New York styling for Alexander Wang and Barneys before returning to Atlanta with a different vision for what fashion can be. Not fashion as performance. Fashion as infrastructure.
The idea is simple and radical at the same time: a 15-piece wardrobe system of staples, designed to unify rather than divide. Pieces engineered on a computer, woven from durable synthetic threads via code programmed directly into a knitting machine. Samples rendered digitally. Waste minimized by design.
"I saw how elitist and wasteful fashion could be, and it was not inspiring to me anymore," says Lewis. "We want to always come back to the ideas of unity, innovation, and performance."
The city is paying attention. And so is the industry.
Read the original Atlanta Magazine feature here.