Water is more precious than gold

UNIQLO is a clothing apparel company, which was originally founded in Yamaguchi, Japan in 1949 as a textiles manufacturer. Now it is a renowned global brand redefining clothing, with a focus on quality and textiles. Through its commitment to sustainability and ongoing process innovation, Uniqlo has successfully reduced water usage in its jeans manufacturing processes by 99%. On the occasion of the inaugural opening of Uniqlo in Italy, One Block Down proposes a product installation entitled that reaffirms the importance of water as a primary resource for our planet and for humanity – one that must be valorized and preserved for future generations.

C41 produced a video content that traces the making of the flag and its journey from Los Angeles to Vicenza, using a mix of VHS, Iphone and digital footage.

“Water is more precious than gold” recalls the Japanese aesthetic wabi-sabi, which derives from Buddhism and centres on the acceptance of transience and imperfection. In its nomad creativity and visual impact, the video seeks to display a man-made environment that ensnares the importance of Earth’s biggest natural resource.

The installation is created using recycled denim offcuts from the free alteration service that Uniqlo provides its customers. Sewn together to create a patchwork using the traditional Japanese boro technique, the textile has been constructed into four flags, on view at the inaugural Italian Uniqlo store in Milan and in the One Block Down stores in Milan and Rome.

C41, creative production company
Vittoria Elena Simone, director