Free fashion

Art director Maurice Latzke wants to give his products away for free and make profits at the same time. [Photo by Takky Pictures/For Shanghai Star]

Bartlett is in charge of designing the products, 90 percent of which start as sketches. Products are divided into three different categories - "One" refers to the products totally handmade by Bartlett with each piece being totally unique. "Ready To Own" denotes that 100 to 300 pieces are available. Later in 2017, they will open their line called "Everyone" with over 500 pieces being produced.

"These are not throwaway products, they are a mixture of real heritage and modern quality," says Bartlett, who promises that one new item will be put on the shelf every week when the shops first open.

At the pre-launch event in December 2014, the temporary store was decorated as if it were a living room. Models wearing the products, sat on a handmade sofa and piles of clothes and jeans were on the ground, placed in small shelves and hung on the wall. Everything in the space is available for people to grab and take away including pieces worn by the models. The only rule is that each person can only take one item per day.

In the long-term, the two founders of the brand feel very confident that they will promote creativity to the world and allow more people from different social backgrounds to experience high fashion.

Hidden stands will also appear in other places all over the world including boutiques in Paris, Milan and New York to slowly expand the influence of Everyone Lives.

"We would like to call it a live show for shopping without paying, which opens its door to anyone who seeks high-quality products," Latzke says.