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Graphic Design for Fashion by Simone Pasztorek

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SO+BA for EDWINA HÖRL

Based within the diverse and creatively vibrant environment of Tokyo, so+ba are Swiss exponents of thorough conceptual process and refined production techniques. Alex Sonderegger and Susanna Baer launched their studio in 2001 with the slogan ‘Swiss made in Japan’. After struggling to find satisfaction in their respective places of employment, they had come together to improve their working environment and their final output. As well as being an abbreviation of their surnames, soba is a traditional Japanese noodle and also translates as ‘beside/next to’, which was appropriate for the partnership they were starting. When they were looking for an office space they discovered a former soba restaurant and could not ignore the ...

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