WHO I AM is the project combining a multifunctional art-space, a fashion brand, a jewellery brand and a clothing factory. Since 2013 Jacob Yakubov, the founder of the WHO/AM, has been exploring the nature of human being through modern art practices. The mission of the project is enlightening, popularizing the aware attitude to life and the self.
WHO I AM is a great example which shows how striving for mindfulness and self-improvement can be included in a variety of activities, such as designing sustainable fashion collections, combining different artistic practices and managing events. The founder of WHO/AM believes that responsible consumption has become new elitism and such approach is possible at all stages of production and creation.
The WHO I AM Gallery
In the gallery exhibitions of modern art, performances and lectures are held.
Here artists from Russia and foreign countries are exhibited, for instance, the founder of the gallery Jacob Yakubov, Faig Ahmed, Diana Vouba, Kayhan Salakhov and the others. The multifunctional space unites design and contemporary art, jewellery and fashion, music and sculpture. The mixture of various artistic styles in the gallery let art objects resonate among spectators with different tastes.
WHO/AM clothing brand
The same-named fashion brand is presented in the gallery. WHO/AM advocates ethical and slow fashion,responsible consumption and taking care of the surrounding world.
The concept of the brand is minimalistic clothes with classic silhouettes created in avant-garde manner.
All pieces of clothing are handmade and produced in the factory owned and supervised by the founder of the project.
The WIA (WHO I AM) Factory was established in 2014. Some time ago the garments for the WHO/AM fashion brand were manufactured there. Nowadays the factory not only works on the WHO/AM fashion lines, but also functions as an outside supplier. The factory abides by the principles of ethical production and sustainability.