Originally conceptualised and actualised in 2015, Sportscene sought to create a brand that was on par with KITH, Footpatrol and END – thus Anatomy was created. The brand later accomplished its goal with a store design that was focal and after closing its doors in 2018, Anatomy now reimagines itself as a purpose-driven local streetwear brand. This is what The Bread called Anatomy’s second form.
The manifesto is simple:
“It is not about the fact that we’re made up of 60% water, 30 trillion cells or 96 000KM of blood vessels. It is not about our 6200 Daily thoughts, 100 000 daily heartbeats or our bones stronger than steel. It is about what we do with it.”
The aim of the latest Anatomy in-house capsule collection is to make garments that allow people to move, climb, stretch and meditate. The launch event hosted at Kalashnikov, Braamfontein on the 20th of August implemented elements of all of this, bringing together a carefully selected team of creatives who designed and built a garden and invited attendees of the show to immerse themselves in the conversation of how what we wear should play into who we are at our best.
The collection doesn’t steer away from consciously realising its role in creating a better future for everyone – being both sustainable and considerate of Anatomy’s consumer needs. It is a capsule collection passionately and purposefully designed for the creator, being the first street culture brand in the country that is entrenched in standing for the wellness of creators.
It is within its functionality that one will come to appreciate the intricate detail placed in its design, which puts the link back to nothing but purpose.
In addition to being imaginatively immersed in the space and visually being able to experience the collection, consumers were also treated to a memorable evening which featured a curated fashion show of the capsule, exclusive performances by artists such as SIO, SGVO and Char.lockscreen as well as complimentary tattoos.
The launch was a night that brought the brand’s narrative to life, allowing customers to fully embrace the Nothing But Purpose philosophy and be introduced to the notion of wellness for creators, which the collection firmly stands for and customers have grown to appreciate and know Anatomy to be.
Nothing But Purpose does not live outside the bounds of what is true, possible, or genuine. The collection consists of breathable tech-wear and accessories that are functional and genderless. The focus of the range is to build platforms that speak to wellness for creators. The collection is available at select Sportscene stores and online at Sportscene.co.za
