AWAYTOMARS: tearing up the rulebook and opening up the fashion industry
by Adriano Batista
AWAYTOMARS is a crowdsourcing platform that opens up the fashion industry to all. Founded in 2015, the company outsources the initial stages of the creative process to the general public, allowing them to concentrate solely on the generation of innovative and interesting ideas.
AWAYTOMARS receives the public’s prototype drawings and ideas online and manages everything that follows: working with technical experts to bring the pieces to life, organising a crowdfunding campaign for each product, overseeing the whole production process, and finally hosting the finished item on its sales portal.
The first stages of this process were displayed in October 2016 when AWAYTOMARS presented the world's first fully co-created fashion collection at ModaLisboa / Lisbon Fashion Week.
AWAYTOMARS 512 highlights the starting point and the development of the creative process and the complexity that exists behind even the simplest shapes. Contrasting and complementary colours reveal the beauty and hidden density behind each construction. The characteristic AWAYTOMARS forward slash cut is applied evenly to all pieces, encapsulating the community’s forward movement. This inspiration was the result of interaction between different views and ideas shared by community members on their online collaborative moodboard.
HOW IT WORKS
AWAYTOMARS hosts campaigns where anyone, regardless of their background, can submit an idea and get instant feedback from the community. The most innovative and 2 interesting concepts are selected by the community alongside a group of curators, to the next phase – crowdfunding – where each item has its own individual campaign. Backers have the opportunity to support the designers by pre-ordering pieces at wholesale price. All successfully funded designs are produced as a co-created item in a process overseen by technical experts at AWAYTOMARS. These experts turn designers’ ideas into reality using their knowledge of fabrics and techniques, and by calling on their relationships with producers in Europe.
At AWAYTOMARS the community members are involved at every step of the design process: they will decide what is ultimately produced. Compared to traditional methods of product development in the fashion industry, AWAYTOMARS is cost and time effective: there’s no seasonality, nor is there inventory piling up in the stock room, since production is based on what has been pre-sold during the crowdfunding campaigns.
AWAYTOMARS also proposes a new sales model, in which profits are shared with both the original designers and any community members who provided significant input to shape the item.
AWAYTOMARS 512 is now available for pre-order at shop.awaytomars.com. Anyone can support the designers by purchasing the items at a discounted price until the 15th December. After that, all fully crowdfunded pieces will still be available, but at full retail price.
Photos: Gleeson Paulino
Models: Otto & Luke Rapata @ AMCK Models
THE WORLD BENEATH by SANDRINE PHILIPPE
Mba Ndong
actual
AWAYTOMARS: tearing up the rulebook and opening up the fashion industry
previous
THE WORLD BENEATH by SANDRINE PHILIPPE
next
Mba Ndong
Take a look at C.R.E.O.L.E’s Spring/Summer 2026 backstage, captured by the lens of Spencer Stovell during Paris Fashion Week, in exclusive for Fucking Young!
Glenn Martens’ Maison Margiela Artisanal collection doesn’t just borrow from history, but it fractures it, reassembles it, and wears it like a second skin.
This weekend, Eastpak reminded us that backpacks aren’t just carriers of belongings – they’re carriers of stories, creativity, and identity
For Spring/Summer 2026, A. A. Spectrum finds inspiration in quiet moments, the natural ease of creativity, and the unforced beauty of renewal.
For Spring/Summer 2026, AV Vattev’s Bohème collection takes its cues from two iconic worlds: the effortless cool of French New Wave cinema and the raw energy of British music subcultures.
Concrete Husband talks about turning psychological collapse into industrial soundscapes, confronting darkness on Berghain’s dancefloor, and why dark techno is, above all, sexy.
Maciej Poplonyk photographed by Arthur Iskandarov and styled by Egor Telenchenko, in exclusive for Fucking Young! Online.
Titled “YOU DO NOT BELONG HERE,” the visuals strip away ambiguity, trading fantasy for sharp, cinematic storytelling.
We met Yoon Ambush – Co-founder and Creative Director of AMBUSH – in Paris during Men’s Fashion Week.
Les Benjamins has turned its attention to the tennis court with a new collection that mixes sport and style.
GUESS JEANS has officially arrived in Tokyo, opening its first Asian flagship store in the heart of the city’s fashion district.
WHOLE is a pilgrimage for the global queer community, a temporary world where joy, radical acceptance, and self-expression reign supreme.
Alexis Otero captured by the lens of Lucas Lei, in exclusive for Fucking Young! Online.
Levi’s® is celebrating Oasis’ long-awaited reunion with a new collection that combines the band’s iconic style with classic denim.
There’s no bitterness in the heartbreak here, just the sense that longing isn’t defeat, but proof you’re alive.
We had the chance to catch up with Ohio-born, Brooklyn-based designer Kody Phillips in his Paris Fashion Week showroom where he unveiled his Spring/Summer 2026 collection.
Dean and Dan doubled down on their love of fashion’s most dramatic moments, remixing 80s power dressing, 90s grunge, and 2000s excess into something entirely their own.
Gerrit Jacob’s latest collection, GAME OVER, isn’t about surviving the wild but about surviving the grind.
Telekom Electronic Beats (TEB) and 032c are turning 25, and they’re celebrating with a capsule collection and an installation by Harry Nuriev. Titled All is Sound.
Cult Korean menswear brand THUG CLUB teamed up with designer IZZY DU for an unforgettable dinner and afterparty at the mythical Lapérouse during Paris Fashion Week.
Jonathan Anderson has always treated fashion like a carefully assembled collection, mixing the unexpected, trusting his instincts, and binding it all together with a strong point of view.
The Palau Reial de Pedralbes provided the perfect backdrop as IED Barcelona unveiled its 21st Fashioners of the World showcase.
This season, Camper unveils its first collaboration with ISSEY MIYAKE’s Peu Form, designed by Satoshi Kondo.
A collection that exudes freshness, confidence, and a desire to write a new page in the history of the Maison.
“Poison Ivy” tells the story of a transfer student’s dangerous fixation with his school’s golden boy.
Aitor Santomé’s AHOY Diary on Board is a glitter-drenched, holographic love letter to queer joy, fashion, and the magic of the open sea.
Louis Vuitton has introduced its latest Silver Lockit 2025 collection, developed in partnership with Felix, the brand’s Ambassador and UNICEF Goodwill Ambassador for Korea.
The Salomon XT-6 wasn’t made for sidewalks. Born for punishing mountain trails and ultra-distance races, its technical DNA speaks to wilderness endurance.
Stéphane Ashpool has opened Souvenir Pigalle at 17 Rue Duperré, a place built on his memories of growing up in Pigalle.
The book challenges narrow ideas of beauty and masculinity by simply letting men exist, unpolished and unapologetic, across generations.
