The Dudes: Art house sets material challenge

Set up by Arnaud Loix van Hooff and Heribert Willmerdinger, who both used to work in an advertising agency, the venture aims to challenge artists to use experimental new materials or formats. The duo has developed Dudes Lab, new online software that acts as a creative platform and tool with which users can de-construct artwork and apply it to other products. These are then sold as limited editions in the shop. The Dudes Factory will also offer workshops and tutorials.

For more on how brands are deconstructing and reconstructing, read our Anarconomy Decade report.