At the 080 Barcelona Fashion event, RUBEARTH showcased THE GREEN FLASH THEORY, a collection that critiques extremist ideologies in surf culture while merging fashion with innovative technology.
At the 080 Barcelona Fashion event, RUBEARTH has garnered attention with its thought-provoking collection titled THE GREEN FLASH THEORY, which seeks to challenge the traditional representations of surfwear. Under the creative direction of designer Gabriel Nogueiras, the collection disrupts the often sunny and carefree aesthetic of surf culture, offering instead a darker, politically charged visual narrative.
Drawing inspiration from the unsettling 1980s B-movie “Nazi Surfers,” Nogueiras aims to critique the infiltration of extremist ideologies within subcultures historically associated with freedom and exploration. The collection features nocturnal prints that diverge from the bright, neon palettes commonly linked to surfing, showcasing spectral textures that mimic the fractured light found underwater. Nogueiras explains that the collection’s aesthetic integrates elements that evoke a more somber understanding of surf culture, stating, “We approached the prints and fabrics from a darker perspective—something quite uncommon in the surf world.”
In a departure from simply focusing on color, Nogueiras emphasizes the deeper social commentary within THE GREEN FLASH THEORY. He highlights the dangers posed by the far-right and how these ideologies have begun to seep into spaces like surfing, which are typically celebrated for their association with freedom. This collection diverges from the notion of surfing as a joyous escape, instead presenting it as a platform for critical dialogue regarding broader societal issues.
The collection also marks a significant step for RUBEARTH in terms of innovation. Nogueiras is pushing the boundaries of traditional fashion by incorporating sensitive robotics in collaboration with artist Mónica Rikic, placing RUBEARTH among a small group of global brands experimenting with the fusion of craft and interactive technology. “For me, the key is to blend technology seamlessly into the artistic direction,” he explains, emphasizing the desire for garments that are artistically coherent rather than cumbersome.
RUBEARTH’s recent accolades, including two Mercedes-Benz Fashion Talent awards and a spotlight during Barcelona Fashion Forward, have contributed to the brand’s growing recognition within the fashion industry. Nogueiras reflects on the trajectory of RUBEARTH, recognizing the significance of its humble beginnings in a garage and the potential for further creative exploration. He notes that THE GREEN FLASH THEORY represents the brand’s most commercially viable collection to date while still adhering to its core principles and artistic vision.
As the fashion landscape continues to evolve, Nogueiras’ ambitions for RUBEARTH are centered around collaboration and expanding the brand’s creative universe. The collection is not merely a showcase of clothing but a platform for meaningful discourse, reflecting a shift in the understanding of surfwear as a medium for social commentary as well as personal expression.
The event featured behind-the-scenes imagery captured by Ángela Ibañez, adding another dimension to the insights shared at 080 Barcelona Fashion, and further illustrating RUBEARTH’s innovative approach to fashion design.
Source: Noah Wire Services
