Labelstore

Three in one: Labelstore is a sportswear fake from 1997 up to now. The project places fashion in the context of mainstream and globalization, a sleek alternative to the mass consumption of clothing and brands. The first store was opened in an abandoned house in Antwerpen in winter 1997. The customers could purchase an unlabeled item of clothing, which was then branded at the checkout counter by choosing a favoured logo.

Labelstore

Labelstore

Labelstore

All images © Nadine Fraczkowski.