BY THE NO. started as an experimental outlet, as an offspring from parenting fashion brand V AVE SHOE REPAIR. BTN was the inhouse brand-name for tests and trials in sculptural design and couture. In 2014 the VASR-brand closed down, but the BTN-brand continued as a stand alone project.

125 days after closing the VASR brand, a BTN-collection hit the market. The number visible in graphics represents the number of days, hours, minutes and even tenth of seconds I was absent with products from the design industry. The numbers now pays as a homage to never give up, to stand up for what is right and to always be true to your self.

The BY THE NO. project is all about slowing the pace down, creating longevity and designing future classics.

Campaign photographer: Andreas Lundberg

Documentary photographer: Mauro Martins