The Cake Project

The first one of many: “The Cake” Project

Focused on increasing awareness on Glycogen Storage Diseases (GSDs), The Shapes Of first project revolves around a surrealistic Victoria sponge cake framed by a riddle.

GSDs are inherited metabolic disorders that affect glycogen metabolism, our warehouse of energy (glucose). When specific enzymes fail to function properly due to genetic mutations, glycogen's buildup or breakdown is disrupted, hindering glucose storage and leading to severe clinical symptoms. Since there are no current pharmaceutical treatments, dietary modifications are crucial. Patients must avoid foods containing glucose or its precursors, such as sweets, fruits, or alcohol, and obtain energy from proteins or foods with slow glucose release.

To convey this complex concept, we decided to start from the “forbidden food” of GSDs patients using a tempting Victoria sponge cake with a sign “eat me” to emphasise the temptation, reminiscent of Alice in Wonderland. Similar to Lewis Carroll's novel, the cake transcends its role as a mere dessert; it becomes a metaphor for the conversion of sugars into energy that fuels our bodies.

The melting icing that transforms into wires connected to light bulbs represent glucose metabolism and glycogen storage. Properly stored glycogen can provide energy, akin to turning on a light. If metabolic pathways are compromised, as in GSDs, energy flow is disrupted, and lights dim as showed in four bulbs out of five.

Yet, upon closer inspection, the malfunctioning bulbs show a number on their cap and intricated or absent patterns inside the glass; they reflect the most common types of GSDs (0, I, III, IV) that compromise either the conversion of glucose (GSD type I), or the storage or structure of glycogen (GSD type 0, III, IV).

The fashion side

Envisioning the first capsule collection on the current trend of street-style fashion, we opted to transfer the designs onto oversized t-shirts and cropped hoodies made from 100% organic cotton, as well as onto accessories like tote bags. We selected an innovative manufacturing company that recycles materials and promotes circular fashion. Indeed, once worn out, each piece can be returned to the manufacturer, where the fabric is repurposed to create new garments (find out more).

..And that is why, The Shapes Of is #NotJustAClothingBrand