🖤 Why fables? Why tales?
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At Memento Terra , we don't just make clothes.
We tell stories.
But not the ones you were taught.
We are inspired by tales and fables - not to repeat them,
but to twist them, shake them up , make them speak differently .
Because the old lessons are no longer enough.
And that sometimes you have to turn the scenery around to see the scene better.
✒️ Familiar fables, new morals
You know these stories.
The Hare and the Tortoise. The Crow and the Fox. The Lion and the Rat.
They rocked your childhood, slipping their little morals into your ear.
But today, these morals no longer always resonate.
Or resonate differently.
So we decided to rewrite them with images .
To make them speak in the present tense .
To transform their symbols, to shift roles, to shift meaning.
Not to shock.
But to make people think differently.
🎨 Clothing as a narrative support
A t-shirt, a sweatshirt, a jacket.
These are not just clothes.
These are portable canvases.
And on these canvases, we print scenes.
Scenes inspired by tales — but reversed, diverted, disarming.
A heron dying from not eating.
A turtle that cheats to win.
A lamb wearing a wolf's skin to drink in peace.
A crow that doesn't get fooled. Or maybe it does.
But otherwise.
These images tell a story.
On today's world .
On cunning, violence, resistance, choice, the gaze.
🤯 New morals for a new world
We have nothing against La Fontaine.
But we think times have changed.
Morality is no longer necessarily where we were told to look for it.
It is in the nuance , in the ambiguity , in the shift .
And sometimes, in an image that is a little disturbing .
Our visuals are not there to please everyone.
They are here to question .
And if they cause discomfort, a hollow laugh or a silent reflection,
so they did their job.
🌿 Meaning, form, matter
Because deep down, that's what Memento Terra is all about:
👉 Clothes with substance
👉 A strong aesthetic
👉 And a real commitment
Style, yes.
But also meaning .
Because we don't want to dress bodies without touching minds a little.
🖤 What is wearing a reverse fable?
It's about carrying an idea.
It's saying, "I know where I come from, but I question what I was taught."
It's wearing a t-shirt that doesn't say "look at me" ,
but rather: “look at this.”