Instagram art project. Surviving with KRAKATAU clothes.
KRAKATAU is the offspring of the successive crises.
1998. The brand was born at the time of the Financial Crisis hitting Russia which caused the three-fold devaluation of the ruble against the U.S. dollar.
2008. The Global Financial Crisis pushed KRAKATAU to start working with Chinese factories, and three years later to move the design laboratory to Shanghai.
2014. The ruble lost 58% of its value, and KRAKATAU began its expansion into Europe, which resulted in opening a new office in the Netherlands one year later. Now our strategic points are spread along the three parts of the world. Having offices in Shanghai, Moscow and Amsterdam makes KRAKATAU a global brand without borders.
2020. The pandemic announcement. At the time of self-isolation various artists, musicians, and other creative people have filmed more than 50 short #KRAKATAUvsCrisisTime videos conceptualizing the idea of social-distancing while wearing KRAKATAU clothes.
The artists, undirected by KRAKATAU, were given the freedom to conceive and create the videos by themselves. The motionless brooding figures created during the first phase of the #KRAKATAUvsCrisisTime project have gradually been replaced by on-the-go professionals doing what they love while wearing KRAKATAU clothing.
The #KRAKATAUvsCrisisTime project illustrates crisis as the best time to transform, focus on what's important, pause…and then consciously step into the future.