Rhycni is an upcoming Homegrown brand making waves with its avant-garde aesthetic; throwing the fashion playbook to the side as they redefine the rules of clothing. Disrupting the status quo, the label runs on strong emotions, spontaneous creativity, and leaves no stone unturned when it comes to creating.
To the untrained eye, the brand’s vision may appear to be bizarre, but to those in the know, it’s far ahead of the times. The brand’s messaging may seem open to interpretation, but one thing is for sure - a hearty dose of badassery is required to wear these clothes.
‘Rhycni for us is art. That’s how we see it, that’s how we create. It is about evoking emotions, strong emotions. We love the love, we love the hate and we love that there is no in-between. We want you to feel something, even if it’s uncomfortable. You ask us, we wake up each day with a clear head and no idea as to what we want to create or achieve today, we go in and we come out surprising ourselves and believe me there is no high that compares to that. It is the unpredictability of the brand that is really important to us. The future excites the fuck out of us. We have ideas, ideas that are beyond crazy and only growing stronger each second and we want the people here to ask us for that, instead of asking us for safer alternatives. Someone, please ask us to show you our full potential. We’re working 7 days every month for Rhycni at the moment. The fact that we’re getting so much more response and attention from LA/NY than India is something we’d expected but not hoped for. As and when we feel we’re getting enough reaction and hope from India, we’ll step in full time.’
— Rhycni
It’s an exciting time in the fashion industry as more and more labels delve into wearable art curation and approach an open to interpretation outlook when it comes to design.
Check out the upcoming label here.
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