FUTURE = FEMALE is the clothing line bringing fun and fierceness to the feminist conversation
You know what’s really cool about the year 2018? The fact that despite a whole bunch of global happenings trying to hold us back and strip our rights away, women are louder and more powerful that ever before. Whilst the fight for gender equality is nowhere near done, more and more ladies are stepping up to join the battle and make their voices heard. One such woman is Amy Crow, a Brisbane-based multi-disciplinary creative who has just launched FUTURE = FEMALE – a clothing label that allows you to wear your heart (and support) on your sleeve while still looking cute.
First up, let’s talk about the elephant in the room – feminism often gets a harsh rap, but FUTURE = FEMALE is adding a new level of accessibility to the conversation. Inspired by the super-sassy store BULLETIN in Nolita, Amy’s vision was to create clothing for girls to express themselves without going for the shock-value aesthetics that she had previously seen. The current global feminist climate was also a major factor in the brand’s creation, with movements like #MeToo and #TimesUp creating social awareness of women’s issues unlike never before. Upon returning home to Australia, Amy got to work using her huge creative skill set to launch FUTURE = FEMALE – and it turns out that other women are just as eager to rep the inspiring message behind the clothes.
When it comes to the visuals and manufacturing of FUTURE = FEMALE, everything is designed and handmade by Amy herself (does this girl ever sleep?). The first drop of the range features a range of cropped cotton tees with bold graphics and empowering text – think slogans like ‘boy bye’, ‘this is a judgement-free zone’ and ‘do not tell me to relax, boy’ as an example. The quotes are complemented with imagery loaded with subtle feminist cues – you can check out Amy’s explanation behind each specific design on her blog. The range is currently being made out of Amy’s garage with help from her mum Elaine, where the pieces are screen printed with custom-mixed colours for an especially unique touch.
Images shot my Amy Crow.