Eliran Ashraf is a textile designer graduated from the Shenkar High College in Israel (2013) after specialised studies in knitting & printing technologies. Currently lives and develops his brand UNDER/CONSTRUCTION in Geneva, Switzerland and manufacturing in Tel Aviv, Israel.
The brand is straight continuation to Ashraf’s graduate project by same name in which he experimented with creating textiles and clothing pieces combing influences from two distinctive worlds of inspiration; The first, is the world of yemeni jewish textiles and the second is the modern urban world ruled by modern architecture.
These worlds that presumably exist as two parallel lines, express for Ashraf architecture’s way of influencing the way we dress.
The new collection simply called, T/SHIRT 15-1, was designed in Geneva and made in Tel Aviv. The collection contains 100% cotton t-shirts in grey, white, blue & black, modernist era most evident colours.
T/SHIRT 15-1 is a straight continuation to the project & it’s references, expressing tribal influences in everyday pieces and charged with multiple urban angles such as grid lines, construction sites, cranes and building skeletons, In an aim to express the multi cultural mix we are living in.
Choosing to embark a brand with designing t-shirts was a simple choice for Ashraf. Simple, because for many it exists as the most favourite item in their wardrobe and because it’s a challenging medium in which you are forced to express your design message in a simplified, minimalistic way.
The T/SHIRTS contain prints of abstract architecture prints designed by Ashraf in his
studio. The black t-shirts contain different compositions from a variety of textiles designed especially for the collection and were created in multiple- combined techniques as screen printing, painting, digital printing & hand made embroidery. Each pattern created is charged with mixed elements from both worlds of inspirations, tribal vs. urban.
Each T/SHIRT is “signed” with a hand made yemeni embroidery stitch found in the right part of the collar.
Each one of the black “collage” t-shirts is unique & un identical and was created with an attempt to follow and express the yemeni way of transforming “recycled” fabrics into magnificent standout textiles and also exists as a homage to urban street cultures like graffiti, street art & “street” artists like Jean Michel Basquiat.
The aim of Ashraf’s design research for the growing brand (more clothing pieces and textiles are yet to come!) is in creating everyday textile products with attention to details and quality. The brand’s main goal is to reach out and embrace new technologies while combining them with hand made features. This challenge is an essential part in Ashraf’s creative process not only because it is his favourite working method but also because he strongly believes that in a world that creates “fast” fashion there’s a growing place for those who wish to offer and consume unique pieces that contain exceptional work with visual values and hand made features that respect tradition & craft.
The collection is being sold in boutiques in Geneva, Switzerland and online at esty.com , while an
official brand website is currently on the works.
The Lookbook pictures were photographed in locations in Tel Aviv & Geneva by photographers Elad David & Alex Pittet. It offers an abstract interpretation to themes like construction plans & architecture elements.
Artwork by Eliran Ashraf
Models: Yuval Kirshtein for Mars agency Israel, Gianni Inzirillo and Luca Scalea.
UNDER/CONSTRUCTION on Etsy: www.uceliranashraf.etsy.com FB page: EliranAshrafUnderConstruction
Personal Instagram: eliran_uc49