11″ x 17″ by Elisa van Joolen

Published by Onomatopee (2014)
104 Pages, 22 × 28 cm, Paperback

11″ x 17″ by Elisa van Joolen is an on-going project 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, 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, complemented with pieces of second-hand and no-brand clothing have undergone a process of cutting out and reconstructing to become 11″ x 17″ Sweaters and Invert Footwear. 11″ x 17″ 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.

The visual and textual reader published documents the first iteration of 11″ x 17″. It explores some of the questions that lie at the heart of the project through contributions by Lynn Berger, Pascale Gatzen, Ruby Hoette, Alexandra Landré and José Teunissen: What constitutes clothing a collection? To whom does a piece of clothing belong? What is the relationship between a fashion brand’s collection and the contents of the average wardrobe? What does it mean to cut into a garment? What happens when a piece of clothing consists of parts of multiple brands?