Ader Error

South Korea has over the last two years become the home to youth driven and innovative brands and culture to thrive - they don't place the fashion experts at the front. They give that luxury to the students who wear the clothes and circulate it round the fashion world. One brand in particular that has come from this vibrant city is Ader Error.

A brand with attitude and a different take on what we think streetwear is - they centre their ethos and identity around youth culture. The uni-sex brand is run by a group of anonymous creative people from all different disciplines creating a collective design - making them the new Vetements of Korea.. They create deigns with cheeky slogans such as “Your Life Is a Joke” plastered over your Achilles, or “Not Yet,” scrawled across an unzipped fly" - Vogue, Monica. K, 2016. They take their inspiration from everything around them, finding content and gems in normal everyday things. They are taking what we consider clothes worn when we were younger and putting a spin on them to make them streetwear appropriate. They really put an emphasis on groups and collectiveness within their story, looking at streetwear/youth culture in which youths are very dependent on their relationships with each other. They depend on their peers and their don't care attitude - Ader Error really embodies this with their tongue-in-cheek slogans giving them the attitude they have

Personally I love this brand, I love their more alternative and niche outlook on youth culture/streetwear. They take it in a minimalistic approach letting the consumer interpret the brand the way they want - giving them to power to define their style and the brand. It allows them to get immersed in 'Ader Error World'. A space where the consumer can use Ader Error clothes to define who they are and express themselves in a unique and individual way. They believe in quality over quantity and want key pieces for their consumers that can be worn in loads of different ways. To me they are the perfect solution to a more alternative, youth friendly Vetements - something that isn't really being done in the fashion industry at the moment.