‘This Is Not Clothing' is a concept brand and consumerist art movement.

Artist Jam Sutton juxtaposes contemporary culture and fine art. Using clothing as a wearable canvas, Jam exhibits his original artwork and vision of contemporary society.
Jam’s work breaks away from traditional boundaries of still and moving image. Despite his young age, Jam is regarded as one of the most talented and exciting upcoming creatives. Jam has collaborated with multi-platinum musicians such as Pharrell Williams & N.E.R.D, Steve Aoki, Azealia Banks, Kid Cudi and Travis Barker. 
Through ‘This Is Not Clothing’ Jam creates original pieces and shares his unique vision of our society.

Spring/Summer 2018 Collection

‘The Fall of Paradise’ is a new body of artwork by Jam Sutton which explores the relationship between nature and humanity. The inspiration for this series adapts a section of ‘Canto XIII’ from Dante Alighieri’s ‘Inferno’. Throughout 'Canto XIII' Dante recounts his journey through hell with poet, Virgil. Together, they enter a pathless dismal wood of misshapen trees and poisonous branches barren of fruit. This is the seventh circle of Hell, where the gnarled trees embody spirits of humans. “Not green the foliage, but of colour dusky; not smooth the branches, but gnarled and warped; apples none were there, but withered sticks with poison.” Dante Alighieri, Inferno: Canto XIII. Jam has used this new artwork throughout his 7th collection - 'The Fall of Paradise'. These fascinating artworks have been printed using the best digital methods possible on to the highest quality 100% cotton yarn. This yarn is extremely durable, smooth and highly resistant to pilling. The results are a spectacular and vibrant representation of Jam's artwork. The artwork is created by Jam Sutton utilising 3d scanning technology of ancient trees and taxidermy specimens. The digital sculpture can be explored in conjunction with the ‘This Is Not Clothing’ augmented reality app, which is available on the Apple and Google store.




The ‘This Is Not Clothing’ app is an augmented reality experience, unlocking interactive artwork and digital sculptures by scanning This Is Not Clothing’s labels. The app enhances This Is Not Clothing’s exploration of fashion, art and technology, adding a new dimension and experience to the artwork created by Jam Sutton. Scan the image on the reverse of your clothing tag to unlock a 3d sculpture; you can now view the digital artwork from all angles. Take a photo of your artwork using the app and share via social media. 





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