Happiness is to be found when in pursuit of it, in the soothed expectation, on the way, not only upon the arrival. Accepting detours, just going the way, which is anyhow not this obvious to anyone.
Thomas Bettinelli

Happiness is just a hairflip away.
Chris Crocker


"The way the system works now, you see the clothes, within an hour or so they're online, the world sees them. They don't get to a store for six months. The next week, young celebrity girls are wearing them on red carpets. They're in every magazine. The customer is bored with those clothes by the time they get to the store. They're overexposed, you're tired of them, they've lost their freshness".
Tom Ford



EFM -id est Engineered For Motion- is designed to meet at the intersection of active and elegant. Founded in New York in 2014, the brand is at the forefront of developing fabrics, manufacturing techniques, and thoughtful design details to support all the ways the body moves throughout the day, throughout the city, and around the world. Creating sophisticated apparel that meets the needs of a modern, urban consumer who has an active lifestyle and is often on the move. In collaboration with luxury sportswear R&D experts Trinovation Labs in Heifei, China, EFM has introduced products to the marketplace that move better, weigh less, and do more. Materials stretch and breathe for comfort, and construction techniques minimize volume and weight, making EFM perfect for travel.
Born in the Blue Mountains of Jamaica into a family of artisans, tailors, and craftsmen, designer Donrad Duncan grew up influenced by the "maker's sensibility" -a respect for fundamental principles, which would go on to inform his creativity and design ingenuity for decades to come. After spending the early years of his fashion career fine tuning technical skills at some of the largest brands in the world, he solidified his own design vision and is now regarded for his innovations in fabrics, hardware and silhouettes.
It's not easy to make sporty tailoring elegant, but Donrad Duncan managed to pull it off. he continued to find the balance between traditional tailored silhouettes and athletic materials and references. "We're trying to express sport and elegance but in an easy way", he said backstage before his show. He used several new fabrics including an updated tropical wool engineered with Coolmax for comfort in suits, and mesh in a variety of silhouettes including bomber jackets and blazers. "We're using mesh in a big way", he highlighted. The use of graphic elements such as camouflage jacquards and geometric prints added an interesting visual element while the translucent parkas gave it a cooler edge.

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