The shape of vinyl records has inspired the product design, which has been crafted from machined metal and paired with a woven fabric cord. BUTTONS have been designed as a lifestyle accessory to be worn all day matching your outfit and come with magnetic clasps to secure around the neck.
Naomi Campbell and Kendall Jenner are co-owners of the company and the faces of the product campaign styled by André Leon Talley, i.am+’s fashion director. One of the most important aspects of the project is pledge 1%: i.am+ is set to donate 1% of net proceeds, 1% of staff time, and 1% of the product to the i.am.angel foundation, which operates after school tutoring programs and helps underprivileged high school students gain hands-on access tech curriculums.
“I’ve been on this mission to bring the world of fashion and tech together, creating tech products that lean towards fashion, and fashion products that lean towards tech, I wanted to create a middle ground. You know, you thought about buying those shoes, that shirt, those pants, but for some reason when it comes to accessories for our phones, we shove them in our pockets…we put them in our bag, because we know they weren’t designed to go with anything that we buy and wear. The accessories that go with your phone are just not part of the conversation. We live on our devices, and we live in our clothes, and the accessories for the devices we live on, don’t go with our clothes — it makes no sense at all!
So we designed BUTTONS with that in mind, and we named it with that in mind, because the world of tech and the world of fashion both have buttons. So we found the perfect name for it, finding the common ground between both worlds that we are trying to fuse together. André Leon Talley has been a part of i.am+ since late 2013, last year we brought in Kendall Jenner, and couple of months ago we brought in Naomi Campbell. The first store that’s going to be carrying the buttons is the Apple Store and it will be in every Apple Store around the world. We’re so excited to have Apple as our retailer, it’s like the best store in the world.”, explained will.i.am.
Take a look at the design project – Covet House Douro in Portugal:
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