Anthropologist, philosopher & creative director from SLAVENIA (central Europe — maybe even Slovenia). MA in Ethnology and Cultural Anthropology, BA in Philosophy. I apply semiotics, material culture theory and collective memory to things you can actually wear.
I am digital first. The internet is my home. I combine this with researching how people live on social media and how material culture manifests in digital spaces. What fascinates me most is the evolution of semantics and semiotics under the influence of algorithms and trends. Internet culture is disappearing. It needs to be protected and researched while it still exists — before dead internet theory becomes reality.
While finishing my master's thesis on Slovenian national dishes, the idea struck me. Put kranjska sausage and potica on socks to promote Slovenian cuisine outside the season. That became Slocks. Everyone kept joking "when are you making burek socks?" And from that joke, SLAVSOCKS was born, together with a whole new country: Slavenia, an imagined community that unites all Slavs through shared love of BUREK, AJVAR, RAKIJA and #CEVAPI. No politics. No religion. Just material culture.
Before the brands: in-house ethnologist at Slovenska hiša, translating food heritage research into menus and brand identity. Social media manager for various companies in hospitality and beyond. Brand strategist. In the agency world I work as a creative director. Currently freelance. I like challenges.
Latest chapter: oddklop. Protective design techwear with Cell Solution® technology that keeps ticks and mosquitoes away. Log off from worries, log into nature. 🦔
Every Slav on every continent. People who wear white socks with slippers with pride. Anyone against beige minimalism and for TURBO times. We are not Adidas. But we dream big.