For Invert Footwear Elisa van Joolen turns sneakers from Converse and Nike, among other brands, literally inside out. She fashions new soles out of one dollar flip-flops, while using the soles of the sneakers to create new sandals. Each pair of shoes that results from this process is unique, despite consisting entirely of mass-produced parts.
Van Joolen’s treatment of shoes to create the Invert Footwear collection enables us to look at these shoes with fresh eyes, to see them independently from their original brands and accompanying marketing campaigns. In addition, the inversion process reveals the seams that are normally hidden within the shoes. These seams were sewn by factory workers and in revealing them the role of these workers in the production process is brought to the fore.
The new incarnation of the sneakers emphasizes the handwork that is part of these shoes as well, while de-emphasizing their mass-produced elements. In this way Invert Footwear, like 11”x17” sweaters, creates a space in which new perspectives can emerge, and questions the most common understandings of the fashion industry. What makes one piece of clothing or footwear ‘hand-made’ as opposed to another? And why is one more valuable than the other?
In conversation with Ben Schwartz The Gradient Walker Art Centre, 12.03.2019 (EN)
Elisa (NL / IT) is a designer and researcher based in Amsterdam.
Her approach to clothing design is characterised by strategies of intervention and reconfiguration. Her projects often reflect specific social contexts and emphasise collaboration and participation. They expose relational aspects of clothing and subvert processes of value production.
She teaches at the Gerrit Rietveld Academie in Amsterdam.
11″x17″ is an ongoing project, initiated by Elisa van Joolen, that examines and challenges the fashion industry’s prevailing value systems and proposes new methods of production.
The project began in 2013 with a series of conversations with representatives of various fashion brands including G-Star, O’Neill, gsus sindustries, Rockwell by Parra, Converse, Levi's, Denham, moniquevanheist, and Nike. These companies then contributed by donating clothing and footwear in the form of samples, archival pieces and stock. A selection of these have undergone a process of cutting out, reconstructing and printing to become 11″x17″ Sweaters, Invert Footwear and One-to-One garments.
11″x17″ creates a network. It unites different categories of clothing and different values within fashion; an eclectic mixture of mid-market, second-hand, and high-end items.
Thursday 01.09.2016 - Wednesday 30.11.2016
Iaspis, Swedish Arts Grants Committee's
International Programme for Visual and Applied Artists
In conversation with Beata Wilczek from Address - Journal for Fashion Criticism.
In conversation with New Ancestors NYC.
Our Polite Society
Alexander Rommens, Alexandra Landré, Anne Stooker, Anna van Joolen – Marchesini, Aimée Zito Lema, Bonne Reijn, Chet Burger, Eduardo Leon, Eelco de Koning, Elisabeth Vulsma, Femke de Vries, Guillaume Schmidt, Hanka van der Voet, Jakub Straka, Jason Denham, Jan Schoon, Johanna Muszbek, José Teunissen, Joris Suk, Jelle Bodaert, Jens Schildt, Justus Cohen Tervaert, Laura Grimm, Lynn Berger, Mariette Hoitink, Martijn den Boer, Matthias Kreutzer, Monique van Heist, Mika Perlmutter, Milou Dooijes, Nalden, Pascale Gatzen, Remco van der Velden, Ruby Hoette, Simon Wrainwright, Suzanne de Jong, Tessa Schön, Vincent Vulsma
11”x17” is made possible through the financial support of Amsterdams Fonds voor de Kunst, Stichting Stokroos and Stimuleringsfonds Creatieve Industrie.