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.
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Seventy Eight Percent
Schults White/Denim
HK$4,820
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Seventy Eight Percent
Zazie Happy Blue
HK$3,270
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Seventy Eight Percent
Zazie Pink/Dark Brown
HK$3,270
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Seventy Eight Percent
Gustav Messenger Chocolate
HK$2,500
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Seventy Eight Percent
Gustav Messenger Olive/Wood
HK$2,500
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Seventy Eight Percent
Gustav Messenger Desert/Wood
HK$2,500

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Seventy Eight Percent
Jurgen Denim
HK$2,120
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Seventy Eight Percent
Jurgen Dark Olive
HK$2,120
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Seventy Eight Percent
Agnetha Ipad Case Khaki
HK$1,520
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Seventy Eight Percent
Agnetha Ipad Case Pink
HK$1,520
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Seventy Eight Percent
Emile Leather Notepad Kapok Edition
HK$950
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Seventy Eight Percent
Emile Leather Notepad Moss
HK$950

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Seventy Eight Percent
Emile Leather Notepad Dark Brown/Dark Brown
HK$950
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Seventy Eight Percent
Emile Leather Notepad Cobalt
HK$950
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Seventy Eight Percent
Fritz Cobalt
HK$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.