Atelier eveil ludique
Atelier eveil Ludique was started in 2019 by Mirco Bercelli, in a small, atelier
space in the heart of Paris. After briefly working in the fashion industry in Delhi, India, and witnessing first-hand the dreadful conditions in which mass-produced clothing is made, he decided to establish a brand in which garments would be created locally, exclusively using second-hand clothing as raw materials.
Atelier Eveil Ludique is the title of a learning workshop for young children in kindergarten. In the context of the brand, it refers to the condescending view that the creator’s entourage expressed when he presented his clothing project. The brand’s aethstetics are voluntarily aggressive. The paradoxe of a childish name and the menacing image parallels the upcycling movement’s attempt at changing the established fashion norms of how clothes
are produced.
A.E.L. is a solution to our creative anxieties : how can we create without releasing more waste into the world? Upcycling is the obvious answer to this question. Every piece made by A.E.L. is upcycled from existing material such as second-hand clothes, textile scraps and deadstock garments. Every garment produced is one less piece of trash in our landfill.
