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
Chance Embry photographed in Milan by Nico Quinteros, in an exclusive for Fucking Young! Online.
PUMA and Porsche have revived one of the most recognisable patterns in automotive design, and this time it has moved far beyond the seats.
Bershka has opened its first U.S. store at Aventura Mall in Miami, marking the brand’s physical arrival in a major fashion market.
Champion has announced a global partnership with V of BTS, introducing the internationally acclaimed artist as the face of its new True Champion campaign.
Egyptian pop artist TUL8TE has released the official visualizer for “Haneish,” featuring Palestinian-Chilean singer Elyanna.
KIDILL and Umbro have linked up for a second time, bringing a unisex “Wizard” tracksuit into KIDILL’s Fall/Winter 2026 “Heaven” collection.
Federico Nickl Presents “A NOI,” a Short Film on Friendship and Distance.
Wood Wood has unveiled the campaign for its Fall/Winter 2026 collection, Field Studies, leaving the city behind and heading into the Nordic Highlands.
Somewhere between long flights and the first set, the baggage begins to loosen its grip.
The fourth chapter of dunhill’s Heritage in Motion series turns to the Driving Jacket, a modern expression of the leather garments Alfred Dunhill developed for the earliest motorists.
Actor William Franklyn-Miller photographed by Michiel Meewis and styled by Gregory Russill, for the cover story of Fucking Young!’s TRANSPARENCY issue.
Cui Jiahao photographed by Mercury Studio and styled by Itsuki, in exclusive for Fucking Young! Online.
Saint Laurent Rive Droite Beijing presents a photography exhibition by Chinese artist No.223 (Lin Zhipeng), curated by Anthony Vaccarello, on view from 6 August to 11 September in celebration of Qixi.
Stone Island has launched The Calm and the Chaos, a new creative project that examines the hardcore and metalcore scenes through the communities that have kept them alive across generations.
Pantalon and designer Mikael Muradian have teamed up on a collaboration that started the way the best ones do: by chance on the streets of New York.
Moncler has introduced the CityTrek, a sneaker that draws on vintage trail designs and the brand’s outdoor expertise, reimagined for the city.
Barry Brandon, founder of ICONIQA, discusses queer community building, nightlife as activism, the limits of allyship, and creating spaces of radical self-expression in Barcelona and beyond.
Polo Club has unveiled its Fall/Winter 2026 collection, Classic Beats, built around the idea that some things never go out of style.
PUMA has introduced a new version of the Suede, this time with an all-over dot print that plays with one of pop culture’s most enduring motifs.
Ivan Ugrin photographed by Gabriel Vorbon and styled by Joel Pardo, for the coverstory of Fucking Young!’s TRANSPARENCY issue.
The collection reinterprets archival pieces through a contemporary lens, pulling from workwear and the outdoors while balancing functionality with a sharper edge.
Le Labo has introduced SHIU 25, a new fragrance created for Beijing, joining the City Exclusive Collection that pays tribute to the cities the brand calls home.
Few artists capture the tension between euphoria and vulnerability quite like Tsatsamis. We spoke with the London musician about Tsycophant, queer identity and embracing contradiction as a creative force.
Reebok has unveiled the next chapter of its global Classics platform, Born Classic. Worn for Life., with a new seasonal campaign starring Karol G.
Patta and Lacoste have teamed up on People’s Choice, a project that lets the community decide which archival Lacoste tracksuit gets brought back to life.
Luxury fashion’s obsession with hospitality isn’t slowing down. The latest label turning your daily flat white into a branded experience is KARL LAGERFELD, which has just opened its very first café in Amsterdam. Sitting next to the… »
We spoke with Claudio Portalo about the street as both material and metaphor, the vulnerability of creating in public, the transformative power of process, and why art should remain a space for encounter, friction and play.
Ami Paris is celebrating its 15th anniversary with a message of gratitude and a capsule collection that honours the values the brand was built on.
Nike has introduced Studio Fleece, a unified system of activewear built around the idea of the everyday athlete’s uniform.
The album was written and produced by Grande and ILYA, with Max Martin contributing as co-writer and producer on three tracks.
