This Eco-Conscious Label Proves That Fashion and the Outdoors Do Mix

BY HANNAH JACKSON

August 17, 2023

Gorpcore fashion just got a whole lot cooler thanks to eco-conscious brand 101%. Co-founded by Jessica Maxey and Fernando Romero, the label aims create unisex, performance-inspired clothing that can be enjoyed in the bustling city. But this isn’t standard crunchy chic. Founded in 2021, the Mexico City-based brand makes clothes that feel as if they were ripped from an early 2000s music video and placed in the desert. Think: draped hooded tops, sweetheart-neckline jumpsuits, and Y2K-feeling midi dresses with cargo pockets, all out of technical materials. “Our best summers and winters are spent in the mountains, where you have to replace a city wardrobe for something a lot more technical and utilitarian,” she tells Vogue. “This inspired the future-focused concept of incorporating the functionality of performance-wear with the necessity of city dressing.” 

While designed for an urban lifestyle, 101% relies on pragmatic details, incorporating high-neck lines that can be pulled over the bottom of the face (ever prescient in the time of Covid), two-way waterproof zippers, and functional pockets into their designs. When it comes to the great outdoors, the label proves that fashion and function can happily coexist.