KEEF PALAS

SPAIN

“Our jewels are truly ephemeral because they last for a specific period. That’s our leitmotiv, our objection to the short lifespan of fast fashion, which is ruled by the restrictions of economic neoliberalism. Keef Palas is an anarchic project that ascribes its aims to the laws of nature.” This declaration of intent sums up the brand founded by the photographer and stylist Claire O’Keefe and the wordsmith Eugenia Oliva, who live between Paris and Barcelona. “The ‘Ephemeral’ collection is made from plants so some of our earrings won’t last for ever. They evolve, dry and sometimes expire. The ‘Eternal’ collection, meanwhile, is designed with treasures we found on the Mediterranean shore, such as stones, mussels, bits of wood and shells.” Dealing with the perishable aspect of their product is a constant challenge: “Generally we don’t work with stock, so we produce to order. In our stores the earrings are vacuum packed and kept in a fridge, literally making Keef Palas the coolest jewellery around.” Regarding the future, the duo declare: “With everything going so fast, we can’t tell where the world will be in a few years. What’s certain is that we’re becoming a hybrid of art, fashion and the flower industry. We’re also looking for investors; anyone in the room?” As for other sustainable labels, they don’t have any favourites: “We admire all brands that are striving to be sustainable and make this world a better place. Keef and love!” • E.P.B.