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
Saint Laurent Rive Droite is presenting a selection of photographs by D.M. Terblanche, curated by Anthony Vaccarello.
For its Fall/Winter 2025 campaign, Ludovic de Saint Sernin moves the action to the boardroom.
Iván Volkov and Guido Bravo photographed and styled by Carlos Venegas, in exclusive for Fucking Young! Online.
For Fall 2025, Ami introduces Portraits d’Ami, a campaign that explores the soul of Paris through intimate, human-centered storytelling.
Always eager to push denim to new heights, G-STAR has teamed up with fine taxidermy artists Darwin, Sinke & van Tongeren.
The debut collection, Season One: At First Light, was unveiled among friends, fam, and fans at the Hotel Pozzo di Borgo, a historic residence Karl Lagerfeld lived at, just before one of his sold-out concerts in the Paris.
The NRW-Forum Düsseldorf is opening a direct conversation. Its exhibition, SEX NOW, invites visitors to explore the complex role sex plays in our lives.
For the Kenzo Fall/Winter 2025 campaign, Artistic Director Nigo brings the city of New York into the conversation.
Martin Margiela’s belief, “I believe in blurring the lines between art and fashion,” is not just a quote for the Maison. It is a working principle.
Black Orchid Reserve brings together the original Black Orchid with the essence of a midnight-blooming Ghost Orchid.
YSL Beauty introduces Myslf L’Absolu as more than a new fragrance. It is presented as an elevation of feeling.
Drowning in all the new music releases? We’ve got you covered. Dive into our handpicked selection of this week’s standout tracks, from rising stars to iconic artists. Your perfect weekly soundtrack starts here!
PUMA and Colm Dillane of KidSuper are back with a new collection.
As Wax London approaches its tenth year, it is taking a moment to look back with its new Fall/Winter 2025 collection, called “Rewind and Reclaim.”
Fashion often lives in expected places. On runways, in glossy editorials. MANC’s new monogram tote collection chooses a different setting.
For its Fall/Winter 2025 collection, Alpha Industries makes a deliberate return to the starting point. This is a reset. A return to base.
For Viviano’s Spring/Summer 2026 collection, the focus is on the space between definitions.
For Fall 2025, Fear of God has released a short film created in collaboration with the filmmaker Hype Williams.
Some stories exist on the margins. They are found in the textures of what is left behind, in the narratives often excluded.
Diesel x Eastpak is a fusion of experience, made to be a reliable partner for any journey.
Some logos are a shared memory. The specific grey of a first console, the four familiar symbols, the typeface of a loading screen.
We talked to Dutch DJ Mau P before he started his DJ set for the Baddest Behaviour party at Pacha Ibiza.
The rhythm of Notting Hill Carnival is built on more than music. It is built on community, pride, and a shared heritage. This year, that rhythm had a new, powerful heartbeat: the partnership of PUMA and the… »
It’s a series dedicated to London, celebrating its iconic landscape and the energy of the people who live there.
For its Fall/Winter 2025 campaign, Casablanca turns its gaze to the rhythms of everyday life in Japan.
Shot by Dutch photographer Paul Kooiker, the campaign shows Carlsen in pieces from the new line.
This is a collaboration built on a shared belief. Both Kobe and Barça are known for one non-negotiable thing: the relentless push to be better.
Bershka’s new collaboration with Von Dutch is a direct line to the era’s most iconic streetwear, a time defined by logo mania and a specific kind of celebrity swagger.
Julian Zigerli unveiled the video for his collaboration with Tom of Finland, “TOM ALL OVER MY BODY,” directed by Steve Marais.
Levi’s® has a new global campaign called “Icons,” and it stars two genuine originals: musician Shaboozey and chef Matty Matheson.