Hailing from Montreal, The Superfluous Culture takes fashion to a thought-provoking level through use of oxymoron and plenty of attitude. Synonyms of the word “superfluous” include unnecessary, being more that is sufficient, excessive – and are literal enough. But through their name alone, The Superfluous Culture sparks an intriguing discussion forcing you to reevaluate where your clothes come from and more importantly, what you should care about when it comes to fashion.
Designer Adam Taubert started The Superfluous Culture in 2010 with the idea of creating durable and functional goods that transcend the need for excess. While materials are sourced ethically, organically, nationally and internationally, the local manufacturing of all product is nearly entirely local. In fact, 80% of all product are manufactured less than 10 kilometers away from the Superfluous Atelier. Taubert tells Ecouterre, “I find it very important to keep things local. Not only does it add life to your environment, but it also provides more opportunity should it become successful.” While supporting the local economy is high on Taubert’s priority list, the close proximity allows Taubert to inspect all goods and touch each item before it ships to any retailer or customer.
While earlier lines didn’t delineate between mens and womens clothing, Taubert made the change for the present Autumn/Winter 2015 season. All items are still unisex, but now provides more options from which the consumer can choose. Taubert introduced organic materials to the line only a year after The Superfluous Culture was born, and today The Superfluous Culture consists of mostly of cotton, hemp, linen, and bamboo materials. The line is simple and clean, yet has a fashion-forward aesthetic.
While Taubert is hopeful that The Superfluous Culture may change the present consumer mentality regarding mass produced goods, Taubert tells Ecouterre, “Fast fashion exists because the consumer demands it – I hope that this will change in fashion, but I find we will notice the change, everywhere, simultaneously happening. I look forward to that day!”