8IGB Community Clothing: Craftsmanship, Artisanal Techniques, and Emphasis on the Human Touch

Streetwear is heterogeneous. And so is digital culture. How does 8IGB blend them seamlessly?

Ruben explains the context, "For a long time, we’ve been immersed in the quiet luxury trend, which, to be honest, isn’t entirely my aesthetic—I’m more sensitive to bolder, louder inspirations. But as always, fashion evolves, often swinging in the opposite direction. We’ve already started seeing a shift since last season, with more creative and expressive designs emerging, while still maintaining a balance of elegance with a relaxed, modern twist.”

He also believes that the heavy focus on digital and tech in fashion—amplified during the COVID-19 era and with the rise of AI—"will lose its novelty. Fashion has a way of craving what feels authentic. So, I think we’ll see a return to its roots: craftsmanship, artisanal techniques, and a greater emphasis on the human touch. That’s why I’m eager to explore more of these handmade elements in my future collections. It feels like the perfect time to reconnect with the art of creating something truly unique and tangible."

Streetwear, nevertheless, often translates to fast fashion. This begs the question: what is one doing to change this trend / thought process? And what does this fashion segment need to do to keep its young flock together, considering the growing awareness and tilt towards sustainable everything?

There’s an answer to that. "I believe the reason streetwear is often associated with fast fashion is simply because it’s what people wear most frequently. It has become such an integral part of everyday wardrobes that it’s no longer a standalone category—it’s just a natural element of the contemporary closet.

“To keep streetwear pieces fresh and innovative, I like to mix them with unexpected influences, such as historical references, traditional inspired costumes, or even with more formal, elegant touches. Like other brands in my same ‘fashion tribe’, I also enjoy flipping conventions, like pairing typical streetwear fabrics like fleece and jerseys or denim with tailored suit silhouettes, shirting shapes, or even dress and why not evening gowns." Streetwear needs to be innovative, trendy.

8IGB is a community brand, but it is not a monolith. What this means for a designer-led relatively small setup is keep a tight leash on how things flow.

Ruben’s supply chain is quite traditional, “with one key distinction: the factory I work with accommodates very small production runs. This allows me to create just a few pieces at a time, avoiding overproduction and minimising the environmental impact of unsold garments. While I initially started using deadstock fabrics for a more upcycled approach, scaling my business made it challenging to maintain consistent quality and achieve bulk production in this way.

“Of course, it’s possible, but it requires extensive research to find reliable deadstock suppliers or develop a system that ensures quality and efficiency.  I deeply admire brands that have successfully navigated this complex process, as it’s no small feat. I hope that in the future, sourcing deadstock or adopting circular production methods will become more streamlined and accessible, with a broader range of options available for designers like me."

A label like this also needs to maintain a clear-cut vision and plan meticulously. Says Ruben to this: “Like any brand, I hope that in three years my label will continue to grow, expanding its network of stockists and perhaps building a larger team. This growth would allow me to explore new avenues, such as developing an artisanal, upcycled line to complement the main collection. I also envision collaborating with more brands—both big and small—to create unique projects.”

He continues: “As the brand evolves, I’d love to integrate a fashion week official calendar presenting the collections through fashion shows, to reach a broader audience. However, it’s essential for me to maintain a balanced scale, big enough to grow but small enough to preserve creative freedom. I want to remain focused on designing pieces I truly love without being overly constrained by business demands.

“Denim will always remain at the heart of my creations. Not only is it one of my best-sellers, but its versatility is unmatched. Denim can seamlessly shift from grungy, distressed looks to clean, preppy styles, making it timeless and adaptable to multiple trends. Its enduring appeal ensures that it will always have a place in my collections."