About the Brand


180 puts your trousers over your head and makes jackets out of them as you step into your shirt and step out. Tops become bottoms, and north goes west and inside down. Our visual compass dissolves as each item of clothing may have several uses depending on which direction you hold it. Each element of the creation of fashion and attire is examined, redirected and reversed where possible.





Behind the Brand


Two artists from two different disciplines have collaborated to create a new way of looking at the reuse of fabric and clothing. Both are known for their skills in the world of the reversed process. One a famous street artist from England who created Reverse Graffiti by using cleaning processes to “paint” murals and a conceptual artist from Sweden, known worldwide for her practical exploration and research into the trade of clothing and fashion.

Amanda Margareta Ericsson, textile engineer, dress-collector and artist. Born in Sweden, based in Spain. Currently working on her PhD in Upcycling Textile Management at the Swedish School of Textiles where she is exploring craftivism and reconstruction of second-hand clothes and fashion as tools for communication and individual expression rather than production. By the age of ten Amanda had already begun to amass a collection of second-hand clothes from local charity shops. Her search soon focused onto dresses as well as grewing worldwide. Initially triggered by a curiousity in other countries, soon fuelled by a career in modelling, Amanda started to travel extensively continuously expanding her dress and photographic archive and her knowledge of the textile industry in different territories. As part of her education in textile production she moved to Hong Kong in 2005. This became the turning point in how she wanted to be involved in fashion. Through exploring the concept of adaptation and rethinking materials and current structures, Amanda started to learn more about a fashion world where concern for environment and social conditions were taken. Amanda has been freelancing as stylist/consultant/lecturer for various projects, organizations and magazines for many years. Since 2007 she has been working with her concept brand Dreamandawake where old dresses are collected and revived through design and photography. From 2009 Amanda has curated and developed a travelling exhibition and workshop called "The Life of a Dress" that has been visiting Sweden (2009, 2010), France (2009), Hong Kong (2011), Mozambique (2010, 2013) and Mexico (2012). During these workshops participants are encouraged to challenge current structures and ways of thinking around materials and making. www.dreamandawake.com


Co-designer & Clean Graffiti / Reversed Graffiti artist
 Paul Curtis from Northern England is known as “Moose”, he is a pioneer in new forms of graffiti and street-art. He works without paint and without polluting. Moose inverts the “graffiti” process by creating large-scale murals that use images taken from nature by removing dirt and pollution from walls often using rainwater under pressure. What remains is a kind of negative, a large-scale piece of green-art. Moose has created murals, been invited to speak and exhibited his work around the world, from Beijing to Mexico to Tasmania. His groundbreaking methods and remarkable work have been widely covered by the art press and mainstream media alike, from early coverage in the influential U.K. publication The Face, to recognition by the New York Times in its “Ideas of the Year” for 2009. A variety of networks, from the BBC and Discovery Channel to CNN, among others, have produced features on him. The very process by which Moose creates his work is, in itself, an undeniable commentary on ecological issues of pollution, decay and the tension between civilization and nature. As such, he supplements his many personal and commercial works with frequent works for charitable and public service organizations as diverse as The Metropolitan Police (London), The British Government, Greenpeace and Water Aid.