Fond of material and handcrafting, Christophe Luez creates graphic atmospheres for few years now. The skateboarder / scratched-kneed kid has grown up. He has come a long way from the Yvelines where he was born to Paris, Marseille and now Bordeaux where he lives now. From there he works in the shadow and hand in hand with us, creating these universes and themes and makes for each collection, a piece of art. After 10 years of friendship, and of collaborations, it’s naturally that he integrates officially the artistic direction at Olow. The video that we […]


May 03, 2018
For this Spring/Summer season, Iguapop in Barcelona has a new shop window starring OLOW! Created by a group of students from the Elisava School of Design in Barcelona, who won a contest to conceive their Liquid Modernity concept, the window was inspired by a saying found in the catalogue of our Marée Basse collection: "Une mer calme n'a jamais fait un bon marin", or "Smooth seas never made a skilled sailor". This concept portrays a sailor who tries to navigate through society, trying to keep his principles afloat despite the storm. To reinterpret this society, the students were inspired by Zygmunt Bauman’s book Liquid Modernity, which introduced this idea of liquid modernity: a society represented by a man faced with uncertainty and ambivalent feelings, a nomad, a man with no traditional patterns but self-chosen ones, with an emphasis on change and an immersion into the fast-paced consumerism of our time. The changing and tormented seas are thus a metaphor for this society and its volume economy. On the contrary, OLOW, the sailor, portrays "slow fashion", transmitting more traditional and honest values, prioritising to quality over quantity. This idea shapes the showcase in the Iguapop Shop, which a few years ago was also a contemporary art gallery and still maintains that essence. With the proposed design, the shop window forms part of the shop’s interior, creating a specific space for the brand within its commercial space. We at OLOW are incredibly pleased and flattered to be the window’s guest of honour, so we decided to interview the talented designers to get to know them more and better understand their concept. We also asked Eva Lluch, Iguapop’s owner, a few questions about her shop and her desire to feature art prominently inside it. Hello everyone! You are students at the Elisava School of Design in Barcelona; could you tell us about yourselves and how you feel upon designing this incredibly creative and beautiful window?  Hello! For us, the success of our project is thanks to the team members. We are a mix of personalities and all have our own distinct abilities. The fact that we come from such varied backgrounds and are of different ages was definitely key: Anayansi Diaz is a 24-year-old industrial designer from Mexico DF, Marta Meléndez Rújula is also 24 and an industrial design engineer from Zaragoza in Spain, Joaquin Acevedo Cordon is a 31-year-old industrial designer from Chile and finally, Micaela Seresini Fernandez is a 28-year-old architect from Mar del Plata in Argentina. Having diverse understandings and multiple points of view on one same brief and concept gave us infinite options and ideas to explore! On the other hand, we think work relies on the exploration of how we construct our identities and how we all have a fascination for speculating over the “FUTURE”. What was your starting point to the concept? What was your main inspiration? From a very personal point of view, the catalogue’s aesthetic with its very evident marine theme was the trigger. The proverb “Une mer calme n’a jamais fait un bon marin” ("Smooth seas never made a skilled sailor") was definitely an inspiration. Every single thing we thought about orbited around the idea of the sea and the various difficulties a sailor could face. This visual imagery was fused with Zygmunt Bauman’s “Liquid modernity” theory that portrays the characteristics of a postmodern society and its constant search and thirst for change.   How long did the creative process take?  It took about three weeks. We brainstormed ideas for about a week, and once we had the idea and concept it took us the remaining two weeks to project the idea and determine whether it was actually doable in terms of cost and materialisation.   What do you want to say through this installation? The main message, besides obviously talking about OLOW as a brand, was to make a statement against our current lifestyle and society. The upper structure represents our consumer society and the liquid modernity phenomenon: we are constantly changing and eager to always have the newest things; while the wooden cube calls to mind the timeless aesthetics of well-made products that last and are fashionable no matter the time and context.   Technically, how did you create it? Once we had the idea and concept, everything came quite easily. The upper structure was a simple but very exhaustive exercise in parametric design. A sea wave was the core of this installation. We drew this trigonometric function curve (F(x)=cos x) to determine the lateral view and overlap it with a simple quadratic function (F(x)=x2). After this was settled, we had to work with the individual dimensions of the fish bags to determine the space between each bag on the x, y, z plans. That was the most complicated… along with the logistics of how to execute it in real life. The cube that represents OLOW and its values is a beautiful piece of woodcraft.   What did you learn from this experience? That different is always good, that change is imminent but does not imply creating just to create. And that making things correctly and with passion is the key to success. Eva Lluch is the manager of Iguapop in Barcelona. The shop now has an OLOW-inspired window created by a group of talented, young designers. We asked her a few questions concerning this great project. Your shop used to also feature an art gallery; are you passionate about art and is it your wish to continue to promote all kinds of art forms? Is it important for you to give these kinds of opportunities to young designers? Yes, of course, our store is linked to the culture of art and design. We have organised several art exhibitions and asked different artists to create textile caps for us. We like to galvanize our space with art and design-related events. Did you get involved in the creative process or did you give free-range to the designers? I was not involved in this creative process; it was a contest between several students of the ELISAVA school, where 8 projects competed to present OLOW’s new collection in Iguapop Shop’s window. I chose the winning project that would be exhibited.

For this Spring/Summer season, Iguapop in Barcelona has a new shop window starring OLOW! Created by a group of students from the Elisava School of Design in Barcelona, who won a contest to conceive their Liquid Modernity concept, the window was inspired by a saying found in the catalogue of our Marée Basse collection: “Une mer calme n’a jamais fait un bon marin”, or “Smooth seas never made a skilled sailor”. This concept portrays a sailor who tries to navigate through society, trying to keep his principles afloat despite the storm. To reinterpret this society, […]


Located in New York, Thoka Maer illustrates and creates animated illustrations. With pencil, natural as it is or digitally colorized she has since created illustrations for print and screen. The scope of her work runs the gamut from the figurative/narrative to the abstract/surreal, though is held together by the consistent use of pencil and crayon… Hello Thoka! Is Thoka Maer your real name or your illustrator pseudonym? Thoka Maer is an artist name. My real name is Lisette Berndt, which I kept a secret until now pretty much. I started going by Thoka to liberate […]

Diary of a forgotten democracy

December 21, 2017

I arrived in Togo in 2015, not long after the controversial reelection of its president. When my eyes finally opened, the outside ambient noise was the first thing that hit me as I came out of the airport. Lomé by day is a disorganised orchestra where music, horns, cries and engine noises clash. I lived near Lomé’s market, next to the church. The apartment, which I shared with a local family, was pleasant and gave me an unrestricted view of the Atlantic Ocean. I went there with the aim of creating a documentary on the […]


Boris Frantz is a young talented photographer born in 1987 in Luxembourg. Constantly looking for human relation and evasion, he finds his inspiration in urban culture and music. This Jack-of-all-trades directed Olow’s “Hors Piste” short film accompanying the FW17 collection. Hi Boris! How are you? You must be in the South-West of France right now! You were born in Luxembourg; what made you want to settle down in Biarritz? I’m very well! I am in Biarritz, yes, I just got back from a trip to New York which did me the world of good, so much […]


December 15, 2017

The end of the year is upon us and with it so many different sounds and perfect tunes. To each their own, cosy songs nestled into the nook of the ear, or incandescent compositions passionately burned. From one extreme to the other, they can only exude individual appropriation, fuelled by that egotistic glance onto our portable screen, forever looking for the best possible sound. So for the time being, no need to blurt out the year’s best, since that would be far too subjective. The month of December is bursting with beautiful denouements – although […]


«Les Éditions du Paon» is a new studio which edits made in France stationary. With their experience in typographic printing and graphic design, Elsa and Pascal wanted to combine these know-how to give the notebooks of Éditions du Paon a resolutely modern and contemporary tone. Their world is tinted by pastel colours and gold leaf is rocked by the mechanic sound of the mythical Heidelberg presses… You both studied art; how did you come to be craftsmen? Yes, we both studied graphic design and fine art and have always been curious about and drawn to […]


Charlotte Molas is living & working between Paris and Biarritz. Drifting amidst her exhibitions, collaborations and multiple magazines spreads, she’s now a full-time illustrator. Inspired by the old advertisements of the 50s, Charlotte seduces with these illustrations full of femininity in colors pastels. Your work reminds me of 1930’s and 1940’s advertising, is that simply a coincidence? I do particularly enjoy that graphic era. But I especially love the work of poster designers throughout the years. Like Bernard Villemot (1911-1989), Raymond Savignac (1907-2002), Paul Colin (1892-1985) or Michel Bouvet (1955-). Their impeccable composition, their thought […]


Morgan Phillips is a Los Angeles based adventure and lifestyle photographer. Born and raised in Birmingham, Alabama; he ventured across the country at nineteen and hasn’t looked back. Morgan combines a hunger for adventure with his passion for photography, blended in order to document and share the beauty of his unique and fluid way of life. Hello Morgan! You have managed to build a successful career in photography; how did you get started? I honestly just fell into photography. It was something I enjoyed, capturing moments here and there. Somehow, it became a career. I […]


Jean-Michel Tixier was born in Limoges, France and now works from his shared studio in the heart of Paris. His illustrations encapsulate the traditional French “ligne claire” style seen in the works of Hergé for example. His characters could have stepped fresh from the pages of Tintin comics, right into the present day. “I mix the old retro ‘Ligne Claire’ style with modern and adult spirit,” Jean-Michel says. Hello Jean-Michel! You are a freelance illustrator and have worked for publications such as M, Le Monde newspaper’s magazine, but you have never had any formal training. […]