At fumo.fashion, we made a bold choice with our selection of colors: Black, White and Gold are our bread and butter. As a brand that wants to go the other way and follow the unbeaten path, we wanted to stand out and rebel against common practice. By using this color palette, not only do we represent our minimalistic approach and mindset, but we also swim against mainstream currents in the industry of fashion. ⁠

When was the last time you've seen a fashion shoot that willingly forgoes colors for the sake of intellectual and artistic expression?⁠⁠

Our choice of employing black and white goes beyond the impressions that colors make on the viewer and beyond our adherence to a minimalistic mindset. In fact, black and white function as the most iconic representation of the infinite dichotomies that reality fragments itself into: good and evil, order and chaos, masculine and feminine, light and dark, and so forth. ⁠

Black stands for emotion, chaos, darkness, the unknown and the unconscious. As a necessary part of human life, we want to encourage people to ⁠embody these aspects and integrate them. How can anyone be complete as long as they shy away from their darkest impulses and their unconscious desires? ⁠
Importantly, black also represents creative drive. Following this pulsation, we want to inspire people to carve and mould their own being in accordance to their deeper essence. ⁠

White stands for rationality, ⁠order, light, knowledge and consciousness. As a consequence of the hyper-intellectualism of our age, there is a tendency to emphasise the positive aspects of these facets of human life and identify with them. However, the unbridled expression of white also entails destruction and sterility. ⁠As such, we want to encourage everyone to strike a fine balance within their inherently paradoxical self-expression.⁠

Gold is the third element of our aesthetic and value system. It acts as the trait d'union that heals the paradoxical tension between black and white while, simultaneously, transcending this dichotomy. As such, it stands for self-overcoming, timelessness and excellence. ⁠

⁠Beyond its metaphorical significance, we employ real 24k golden thread as a rebellious act against the trend of fast fashion. Whereas your average retailer wants you to buy and throw away their clothes within a matter of weeks for their own profit, we embroider our garments with the most iconic of precious metals to symbolise their quality as well as the intention with which they were produced to begin with: rebelling against fast fashion.

Rebellion stands at the core of our brand. ⁠We believe that any act of unbridled self-expression is, fundamentally, an act of meaningful rebellion. Every time One willingly and deeply chooses their path, their being, they inherently also rebel against everything which is not their choice. ⁠


The Self-expressing rebel, thus, is both a warrior and an artist; a warrior because they fight against that which is not part of their choice, an artist because they create a canvas of action that is painted by their meaningful self-expression. ⁠
⁠
Do you have what it takes to pursue your own will?⁠