Some years ago the textile industry re-thought its industrial process and started creating a new and innovative process to produce fashion products at a massive scale. The unsustainable growth that characterises the fast fashion associated with the lack of ethics in the labour and ambiental area, make the cheap consumption a real shame.

HUBBUB emerged from the background noise created by the insatisfaction and the stress of the society that wants to consume and buy unceasingly, but does not comply with this form of consumption. Different styles are mixed, fabric waste is used as a main product to fix unused pieces, and different repetitions schemes are combined bringing different stories and joining them as part of the same piece or outfit. A new concept of creativity is born from the exhaustion of the textile industry process. Recently the advent of the digital era and the software available provide new opportunities to create a lot of new combinations, and makes an arbitrary process, so far completely impossible to achieve, totally viable and sustainable.