The world does not need more design, it needs better!
senscommon was founded in 2017 by Laura Šilinska in a natural reaction to her career path evolving from fashion and textile design studies in Paris and work in the haute-couture sector at brands like Alexis Mabille and Viktor&Rolf.
Distanced from the red carpet glitz, she felt the responsibility and the need to focalise on the purpose as well as the sustainability of clothing and textiles created in this world, that certainly does not need more design. It needs better. senscommon is about combining the want and the need in minimalist, utilitarian, everyday products that fit modern life.
senscommon is born out of the founder's passion for workwear and utilitarian apparel. While having an haute couture background, it seamed like both of these worlds never meet. Why? There are so many of us with discerning taste, curious about technology, who seek higher standards in what we do for living, for pleasure and in how we consume.
Founder and designer of the brand, Laura Šilinska, uses haute couture principles of inventing new ways of making and uncompromising on detail to develop functional everyday clothing, for all. Like the brand name inverts two functional words, the senscommon design methods invert what’s expected to become unexpected.
We can see similar approach boosting great design from brands like Hyke, Christophe Lemaire becoming the art director of Uniqlo or Yohji Yamamoto leading Y-3 at Adidas or Mathew Williamson from Alyx. All mentioned are of great inspiration for the founder. Making the common uncommon through technology, elaborate construction and a sense of utility is what makes a difference and authenticity in modern uniform dressing.
Driven to innovate on all levels of the business, Laura has been busy crafting future archetypes in close collaboration with sustainably, forward-thinking partners. Let it be a graphic designer or a manufacturer specialising in a newly discovered production technique, being demanding and resisting fashion's "business as usual" is the only approach that can bring change to this industry. Combining forces is exciting and nourishing and senscommon wants to celebrate the expertise of others, actively sharing the process behind senscommon products, promoting its suppliers and partners.
Who is senscommon for? Laura calls them the all go-getting-hard-working-never-ending-optimistic types, like herself. It is a discerning audience curious about technology, design, culture and health as they seek solutions for higher living standards.