A Story About Urban Forms was born from an imaginary ecosystem, where the playful becomes, more than just sensitive, tangible. This divan transforms into the axis through which Jon Ben, the brand’s founder and Creative Director, gathers, develops, and intertwines narratives to return them to the world as experiences or products.
In the creator's words:
"We tell stories. About street corner urbanism, about noise, stories of the ordinary that is seen and the incredible that is felt, stories of people, of the crowd, of proper names. They are fables, tales, and rumors. In a city, the architecture of a romance is always brutal."
For the thousands of consumers who have connected with these narratives told through cotton, no clear definition of what the brand set out to be has ever been published. Still, ASAUF has naturally become, in the public’s understanding, a signature of eccentricity. A seal of quality. A feeling of "this is about what I feel, even though I didn’t know how to put it into words." This feeling is intense enough to keep hundreds of people waiting for a release, in the only place where an item can be obtained: the brand’s website. No collaborations, no availability in physical or multi-brand stores, this seal continues to maintain an intense relationship with the public, one that goes beyond consumption.
In 2022, A Story About Urban Forms – ASAUF formalized the creation of its main creative hub: its own sewing atelier, Urban Forms Atelier. Another step towards occupying the idealized position Jon envisioned in its creation: that of a creative ecosystem.
This portrait of urban forms continues to be told through different lenses on common feelings.