Seventy Eight Percent

78% is a conceptual design manifest created by Elad Klein, an artist, designer, musician and an uncommon creative spirit. In short, the manifest calls for designers to embed intentional flaws in their designs, thus creating products that are less than 100% functional. The idea is to force the user to develop new ways for using daily objects and to adjust his behavior to compensate for the product's flaw. Elad figured out that 78% is just the right amount to flaw an object. More than that would not create the desired effect and less than that would result in a useless product. However, Elad died in a kayak accident in Hong Kong before he managed to bring his vision to life. His restless creativity and joyful spirit remains an everlasting source of inspiration for the brand.
Schults Wood/Khaki
HK$5,480
Schults Elephant/Black
HK$5,480
Zazie Chocolate
HK$3,520
Zazie Black
HK$3,520
Zazie Sunset
HK$3,520
Zazie Emerald
HK$3,520

Zazie Apple/Ivory
HK$3,520
Zazie Elephant/Ivory
HK$3,520
Zazie Elephant/Black
HK$3,520
Zazie Milk/Dark Brown
HK$3,520
Zazie Moss
HK$3,520
Zazie Pink/Dark Brown
HK$3,520

Zazie Dark Brown
HK$3,520
Zazie Wood/Khaki
HK$3,520
Zazie Happy Blue
HK$3,520
Eli Denim
HK$3,320
Gustav Messenger Sand/Light Brown
HK$2,850
Gustav Messenger Denim
HK$2,850





Kitsune

Seventy Eight Percent

78% is a conceptual design manifest created by Elad Klein, an artist, designer, musician and an uncommon creative spirit. In short, the manifest calls for designers to embed intentional flaws in their designs, thus creating products that are less than 100% functional. The idea is to force the user to develop new ways for using daily objects and to adjust his behavior to compensate for the product's flaw. Elad figured out that 78% is just the right amount to flaw an object. More than that would not create the desired effect and less than that would result in a useless product. However, Elad died in a kayak accident in Hong Kong before he managed to bring his vision to life. His restless creativity and joyful spirit remains an everlasting source of inspiration for the brand.