In 2019 I thought it would be interesting to experiment with a piece of image editing software (something that is by design very algorithmic and follows mathematical patterns), and see how it would interpret and reimagine classic fabric patterns such as houndstooth and herringbone. There was discourse around this time about AI (artificial intelligence) posing a threat to data entry jobs, for instance, but no serious discussion around AI stepping on the toes of creatives.
Fast forward to 2022/23 and AI is increasingly talked about. There’s debate around how much of a threat text-to-image models such as DALL-E pose to artists, how much of a threat chatbots such as ChatGPT pose to copywriters, and ultimately how much of a threat artificial intelligence poses to our humanity.
My take is that these are tools like any other. The big picture is that advancements in AI lower the barrier to entry for artists who don’t yet realise they’re artists, and help established artists work more efficiently and unlock new, additional capabilities. Anyone with any skillset is now able to express themselves creatively, with a quality output they can be proud to share.
We’ve become increasingly reliant on technology, but equally technology is reliant on us. To switch it on, click the right buttons, feed it prompts. Of course you can connect different technologies and automate anything now – and it’s difficult not to feel threatened when your toaster can run you a bath – but when we interact with artificial intelligence, we’re collaborating.
With 0i, I’m celebrating this relationship between man and machine by taking those fabric designs that I helped artificial intelligence create back in 2019, and putting them onto items of clothing, accessories, and homeware. So now creator and computer can both zip themselves up in the same design to express a shared aesthetic taste and attitude.
As far as fulfilment's concerned, it's important to me that in creating a style brand I'm not compromising any of my values and principles regarding sustainability and working practices. This is not fast fashion.
All products are handmade to order by a UK-based company called Contrado. This means everything that's made is wanted, not wasted.
It was important to me that I use a UK-based company. Shop local and all that. On top of this, all steps in the production process take place under one roof to further cut down on the Carbon footprint.
The manufacturing and printing process is almost water-free, the inks are all eco-friendly, and the materials I've chosen are all ethically sourced. There's no silk or leather, shoes have a vegan-friendly insole, and the shirts are made of recycled polyester.
I'm also reassured that Contrado do everything they can to make sure staff are happy, and that working conditions are the best possible.
You can read more about Contrado's sustainable practices here: Sustainability At Contrado. Working Ethically & Responsibly
And most importantly, you can check out everything 0i has to offer here: 0i