NOT SO BASICS

The “NOT SO BASICS” line was created as the official basics collection of ASBEA. While the foundation is built around everyday essentials, we wanted them to be more than just another basic with a logo on the chest.

That’s where our “STAND OUT BEFORE ALL” motto comes in. Featured on the zippers, it represents being unapologetically yourself and embracing what makes you unique. Even the basics should have their own identity.

To bring the concept to life, we portrayed the collection through everyday things you do with clothes, such as hanging and ironing them. But instead of doing them in the usual places, we placed them in unexpected public settings, with models wearing the clothing while being treated like part of the process.

The result is a playful take on the idea of “basics” and a reminder that even the most ordinary pieces can stand out.