who we are

"in an epidemic of illusion, we find ourselves reaching. a fleeting spark, a shimmer that fades before we touch it. a cycle of longing for what we can’t hold. in the stillness we learn, the beauty of letting go."

 

we live in a world built on spectacle. a world where image outweighs meaning, where what glitters isn't always gold. often, what we chase leaves us empty. we are quick to confuse vibrance with substance, and thus we may find ourselves reaching for things that were never meant to fulfill us.

useless attraction designs against that. our clothing explores the relationship between attention and intention; between the shine we're drawn to, and the fulfillment we abandon. we design with the hope that our pieces will provoke thought in both those who wear them, and those who witness them. 

this is more than a brand. it's a reflection of the cost of chasing what resembles meaning, but echoes with absence. a quiet stand against the trap in the shine.