The Wall

Basic information

Project Title

The Wall

Full project title

From The Wall

Project Description

The clothing collection idea, born from the love of fashion, street art, and Kaunas.

Geographical Scope

Local

Project Region

Kaunas, Lithuania

Urban or rural issues

Mainly urban

Physical or other transformations

It refers to other types of transformations (soft investment)

EU Programme or fund

Description of the project

Summary

Kaunas is famous for its spectacular street art, fascinating for young and old alike. Tourists are amazed to see the spectacular murals that decorate various buildings in the city. There are currently more than 50 forementioned pieces of street art. The idea of transferring these unique paintings into clothing collection was born just before Kaunas became the European Capital of Culture in 2022. Kaunas is the second largest city in Lithuania in terms of size and population, located in the middle of the country, and is often a stopover for people from other cities, as well as a frequent destination for students, who often start their new lives here. The idea was to bring all these groups together through street art - the city's symbol. The clothes in this collection are a great gift to give to expatriates or Kaunas residents who have moved to other cities, as it creates a sense of belonging through memories. These clothing items have been very popular among tourists, as city visitors can not only take this unique phenomenon home with them through photos, but also wear these souvenir T-shirts, sweatshirts, and other stylish items, and thus always carrying a piece of Kaunas with them. This city is constantly being filled with new artwork on buildings’ walls, so this idea will remain timeless and will be constantly updated with new artwork on clothing. The target audience is Kaunas residents and visitors of all ages, both from other Lithuanian cities and from various parts of the world, to who we aim to create a sense of togetherness by uniting in clothes that are the result of the city's cultural phenomenon. This collection of clothes has attracted a great deal of interest from both visitors and residents. They are sold on the internet, at various fairs and in places popular among tourists. Different groups of people have been brought together in the process of creating the project, the city's inhabitants have been involved and the name of Kaunas is being promoted.

Key objectives for sustainability

Reducing fast fashion is a key aspect of sustainability. These clothes are made from high quality and environmentally friendly materials, so they do not wear out quickly. We have discovered production methods that are way less harmful to the environment, but also maintain the excellent quality of the products. Our products are made using textile material produced in Lithuania, which complies with the OEKO-TEX 100 standard, and the designs are created using Eco passport by OEKO-TEX® certified inks. These garments are also fashionable and will continue to be fashionable, encouraging people to wear them as long as the drawings on building walls live on. For these reasons, unnecessary discarding of the garments is avoided, and people who buy them will be able to wear them for many years. They are also stylish, which makes them desirable to wear on different occasions: the different designs are also practical and suitable for different weather conditions (we offer t-shirts, sweatshirts, caps etc.) so that people can wear them not only to dress up, but also in other different circumstances. This makes this project a good example of how pieces that have become symbols of the city can be transformed into practical, comfortable, and stylish garments that people will not want to part with for many years, and that will be seen as vintage clothing over time, thus giving them incredible value.

Key objectives for aesthetics and quality

This product is not just a garment with a pretty picture. The collection also has an educational mission to preserve cultural heritage, with each item bearing the address and the name of the artist, and labels printed with the artist's message and the story and motif behind the drawing. Several of the drawings adorn buildings dating back to the Soviet era, turning the painful wounds of Lithuanian history into a fascinating work of art for the city's inhabitants, which is why the garments in this collection also convey an important message to Lithuania and Kaunas that the city's history is not forgotten. It is also an opportunity for citizens and visitors to get to know the artists, their work, their idea and the story behind the drawing. It is important to mention that the author of each drawing used has given their consent to have their work transferred onto clothes. On top of that, the garments have a contemporary, aesthetic, and stylish look, making them suitable for people of all ages. For these reasons, this collection of clothing is a great example of how to pass on a story through word of mouth in a stylish and interesting way, because when people buy this clothing, they not only get beautifully decorated clothes, but they also have the opportunity to find out why this particular artistic solution has been chosen for the city's buildings. In addition, in this way the word about the city and its history is spread not only nationally but also globally.

Key objectives for inclusion

The price of these garments is affordable for people from all walks of life. Products can be bought online, saving time and eliminating the need to leave home for purchase, thereby helping to protect the environment, but they are also available at the Kaunas Cultural Information Centre and at shops in Kaunas Airport, making it accessible to all age groups and visitors to the city. The collection is available in our online shop https://thewall.lt , in the Kaunas IN Tourist Information Centre and in their webshop https://visit.kaunas.lt/lt/el-parduotuve/. The garments have attracted a lot of interest from both young and old audiences, bringing together people of different ages. These clothes have also been and will continue to be relevant for many years to come, as long as these street art murals adorn the walls of buildings. In addition, this project has also led to collaboration with artists and increased their visibility, as each garment is inscribed with the name of the artist and where the drawing can be seen in person. For these reasons, these garments can pass from one generation to the next, as they will remain relevant for many years to come, sharing the story of the works that adorn the city and thus maintaining a sense of community. They do not require frequent wardrobe renewal, because having at least one of these works of art from the walls of Kaunas as a garment will not go out of fashion and will maintain both the desire and the sense to dress up in them.

Results in relation to category

The aim of this project is to revive the sense of community in Kaunas through street art and textile products. We have created a sustainable, inclusive, and inspiring project that gives spirit to places and communities by relying on local culture, traditions, and diversity. This project includes street art drawings from artists such as Vytenis Jakas, Ernestas Zacharevič, Naglis Rytis Baltušnikas, Tadas Šimkus and Žygimantas Amelynas among others. We believe that this project can be successful in other European Capitals of Culture and other European cities. We aim to revive a sense of community through art, by integrating street art into clothing design and encouraging community participation. This will help to experience a sense of community at a local level and contribute to the preservation of cultural heritage. The project has achieved its main objective of uniting the city's different communities by preserving and highlighting the city's culture. The collection is available in our online shop https://thewall.lt, in the 'Kaunas IN' Tourist Information Centre and in their web shop https://visit.kaunas.lt/lt/el-parduotuve/.

How Citizens benefit

The project involves residents of all ages, visitors, artists and people interested in the city's history. Each used drawing has been approved by the artist, and each artist has expressed their message behind their work and why they have chosen the place where the drawing is located. The author of each piece has provided the message and the story of the drawing, which is printed on the label, so that people can get to know not only the street art that has become the symbols of the city, but also the artists, their experiences and the origin of their ideas. Everyone interested in the city's history and art was invited to the presentation of the collection. The presentation was followed by a discussion with the audience and the creators of the project, architects, and artists, in which the street art of Kaunas, the attitude towards it and ideas for the future were discussed. The clothes from this collection are available for purchase to every Lithuanian resident and visitors of Kaunas. For these reasons, people from all walks of life were encouraged to get involved in this project, thus bringing the community together for a common goal.

Physical or other transformations

It refers to other types of transformations (soft investment)

Innovative character

The main idea of the project came from the fact that most of the city's souvenirs are related to the general Lithuanian symbols and its history, there is nothing original or catchy, so it was decided to create a unique collection of clothes, which can be admired and worn by both residents of Kaunas and guests of the city. As mentioned earlier, Kaunas has a plethora of exquisitely designed street art pieces scattered all over the city, making it a symbol of the city. These pieces were chosen as a new innovative, modern symbolism, perhaps even breaking the established standards a little bit, creating a new generation of merchandise, but the risk paid off - this collection of clothes was welcomed with great hospitality, attracting attention from both the city's inhabitants and visitors coming from all over the world.

Disciplines/knowledge reflected

This project covers a wide range of disciplines. The following knowledge fields are reflected in the development process: design, art, garment making, IT and management. We have actively collaborated with these fields to turn the project from an idea into a product that is accessible to all. We worked with the artists to communicate their idea as accurately as possible. We created attractive designs that would appeal to both young and old audiences. We looked for the most sustainable ways of making clothes, so that the implementation of the idea was as environmentally friendly as possible, while maintaining excellent quality. By the help of IT professionals we ensured that the website meets the needs of the consumers and that the purchasing experience is as smooth as possible. Finally, we organized the communication, marketing and presentation of the collection.

Methodology used

Street Art Collection: first of all, we identified street artworks in Kaunas that have historical significance and are related to local culture, traditions and communities. The involvement of the artist community: We have and still are collaborating with street artists who contribute to the design of these clothes. Design Development: Each product design must be valid as a work of art. Each garment is labelled with the artist’s name and the address where the artwork can be found in the city. The label of each product describes the concept, idea and message of the artist. Community Participation: They can suggest ideas of murals they have seen in the city for us to integrate into the design. Garment design: products are designed and manufactured in Lithuania, under good working conditions and with integrity. We are constantly looking for production methods that are the most environmentally friendly. Produced products are of high quality and are long-lasting. Our products are made from complying with OEKO-TEX 100 standard textile material produced in Lithuania and OEKO-TEX® inks, certified by Eco passport. Public Presentation: Together with ‘Kaunas IN’ agency and dancers of Kaunas Dance Theatre ‘Aura’, we presented the collection of this clothing line. The audience had the opportunity to listen to an informal discussion about the city walls. Presenting the project in Kaunas through public space, events and exhibitions encourages communities and residents to get involved in the project and experience a sense of community. Long-term aim: Each T-shirt or other clothing design tells a story of diversity and community. They reflect the links between local culture, traditions, and contemporary lifestyles. The project does not end with this collection. We aim to have a lasting impact by fostering a sense of community and values in local communities. This project can successfully travel through other European Capitals of Culture and reach other European cities.

How stakeholders are engaged

The main groups of people involved in this project are: the artists' community, the community of Kaunas inhabitants, dancers, the 'Kaunas IN' team, and the textile production sector. The Kaunas artist community made a significant contribution to the project, not only by including their drawings, but also by sharing their idea and the story behind the drawing. The 'Kaunas IN' team helped to organize the presentations of the collection and contributed to the distribution of the products - the garments of ‘The Wall’ collection are available not only on our website, but also on the 'Kaunas IN' website. With the help of the dance team, we presented the collection in an original and engaging way. Textile professionals bring this idea to life and produce the clothes in ways and means that protect nature. The community of Kaunas residents are constantly sharing their ideas on which drawings they would like to see on the clothes, giving suggestions and insights.

Global challenges

This project helps to address the problems of alienation and lack of a sense of community, as well as spreading the city's name in other countries. It is no secret that the whole of Lithuania, including Kaunas, is facing a huge emigration flow, with people leaving and settling permanently in other countries, thus forgetting their origins, and only visiting Lithuania on very rare occasions. This collection helps to maintain a sense of community, because when people leave with our product, they not only have a piece of their hometown with them, but also of Lithuania. And when they return to Lithuania, they meet people wearing these clothes, they visit the street art, and they always know that they are not alone and that they are always welcome in their hometown. There are also a lot of positive responses from people in other countries. When people see such a unique drawing, they wonder what it is, why it is there and where they can find it. Knowledge about Kaunas as a modern European city is conveyed, which is essential given the painful history of Lithuania. For this reason, it is very important to spread the message that not only Kaunas, but Lithuania as a whole, is an innovative country with a modern approach and a unique history.

Learning transferred to other parties

This idea can easily be applied to any city in the world that has an informal arts endowment. Many European cities face the problem of lack of community and emigration, and this idea would serve to address these problems. Every step of the idea can be transferred anywhere, as many cities boast outstanding professional murals. We could produce clothes for other European cities in Lithuania, or we could find eco-friendly ways of producing clothes in those cities. The main problem that may arise is the lack of information, as not every mural has a specific author, but we believe that the inhabitants of each city can help to find the necessary information, as it is important to mark not only the historical heritage of the city's ancient times, but also to draw attention to everyday, modern issues and contemporary art and culture. By discovering the artists, we would be working closely together to maintain the authenticity of the design and the full retention of their message. In this way, we could unite different communities in other cities around the world.