itself is a subsidiary of 80000 LTD which is a young company founded in 2004 and run by a group of people in their 20s who follow trends and are eager to develop new projects. With previous experience focusing on community based internet projects, we, as 80000 LTD, had a first hand chance to observe the desires, demands, complaints and expectations of the internet-friendly urban communities and decided to come up with answers and solutions for these demands. We were driven by the issues and problems regarding clothing and daily wear that we believe we share with all and so we came up with this enthusiastic and fresh project called itself.
itself is a new, young, alternative and community based brand. And Hereitself.com is its online shop. itself products will be available online only. What makes itself a community based brand is the 'crowdsourcing' approach it applies to the designing process for its products. Within the framework of this approach, members with great design ideas will submit their works to the itself Design Contest, which will then be voted by other members supported by constructive comments and critics. Through this approach itself desires to create and choose the designs that will be applied to its clothes, making use of community input, feedback and voting. The chosen designs will be based mainly on the community votes. itself will buy the rights of the winning designs from their designers and will use them on its products.
We first thought of itself after a shared experience of a frustrating shopping ordeal. We felt that sometimes it's so hard to get hold of casual, comfortable and nice things to wear. Clothes we came across at shops all seemed somehow misshapen, discoloured or badly decorated. And the ones we actually liked, usually turned out to be ridiculously expensive to match their quality. We sure want to wear limited edition clothes that we won't see wherever we go. Well, here's a new solution to all these difficulties we all share. Here's itself…
itself is the latest star to descend on our land of endless fashion deprivations. itself is here to liberate you from having to wear stuff just to save the day. Combining ultimate comfort and quality with the vital combination of shape, colour and pattern, itself aims the demands of the young, the alternative and the stylish.
itself believes that dressing is not just covering up anymore. A new era has begun. We live in a time of enhanced individuality and self-expression. Dressing is telling others who you are and what you like as you stroll through busy urban streets. Such self expression should be reflected through clothes that are reasonable, affordable, practical, casual, comfortable and nice. This in turn, will make you feel nice and look nice. itself is a brand providing you with all these. itself is your own brand...