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2017 was an important year for Urzeala project, the year when we shaped the concept of intergeneration connected to the clothes we make.
Also, we have crystallized the social and make carefully work component and we focused more on the development of ethical criteria of the project.
Urzeala was seen as an invisible intergenerational thread that connects people who, although live in different eras, face similar challenges (defending, presenting, preserving and maintaining traditional/original values and identity).
That is why we have proposed, at visual level as well, a presentation with 4 generations: grandparents, parents, teenagers and children. Granny and grandpa are universal grandparents; so the other generations can be presented by anyone who feels likewise.
By wearing Urzeala clothes it basically creates a link between these 3 landmarks which work in both directions: from grandparents to grandchildren as passing on values and from grandchildren to parents and grandparents as respect in keeping those values.
We thought that the most representative image to transmit these values are the grandparents looks: gentle, full of hope, pray and faith and the grandchildren ones full of gratitude; so wearing the same symbol – that came out of folklore – generates a direct connection in the centre of the collective memory that helps us stay authentic in a world less and less structured, a world that tends to eliminate family and its traditional trim.

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