Join our denim-making classes!
Our short courses are open to the public and are currently hosted at UAL London College of Fashion, London, UK.
SAKE (pron. /seɪk/, sayk) is an interdisciplinary art project led by Sadia Rafique together with Mohsin Sajid (ENDRIME® and Denim History) and artist Matt Duckett in collaboration with Tonello, alongside Susan Zheng and Leah Hoy. Supported by global industry leaders—Cone Denim®, Indigo Textile, Sharabati, Stella Blu, Tusa Denim, YKK and 496 Fabric Lab—with special thanks to Kingpins Show and Denim Days.
This summer, we had the privilege of returning to Italy to work on SAKE — THE ART OF PURPOSE with the wonderful team at Tonello.
Our journey has always centred on exploring Purpose — what it means to us as individuals, as businesses, and within the denim industry.
Purpose gives meaning to our work. We discover it where our passions, strengths, and professional skills meet the needs of the world. This is the essence of Ikigai: doing what we love each day and, in the process, uncovering our reason for being.
As part of this year’s project, we gathered reflections from industry leaders and friends, to include their perspectives and insights to form a collection of diverse views on what it means to lead with Purpose. We created this book to document the contributors’ responses that accompanied this year’s installation at Kingpins Show, Amsterdam, in October 2025.
We would love for you to take the time to consider any (or all) of these questions:
What does Purpose mean to you — personally or within your business?
What could it mean for the denim industry if we chose to lead with Purpose?
How might a Purpose-driven approach transform the way we work?
With gratitude,
SAKE — THE ART OF PURPOSE
A5 size
RRP £20
Import Duty Notice:
Some countries may charge additional import duties or taxes. These fees are the responsibility of the recipient. We are not liable for any customs charges or delays, including new U.S. tariffs or similar regional import fees.
**The book images are mockups of visual representations
SAKE (pron. /seɪk/, sayk) is an interdisciplinary art project led by Sadia Rafique together with Mohsin Sajid (ENDRIME® and Denim History) and artist Matt Duckett in collaboration with Tonello, alongside Susan Zheng and Leah Hoy. Supported by global industry leaders—Cone Denim®, Indigo Textile, Sharabati, Stella Blu, Tusa Denim, YKK and 496 Fabric Lab—with special thanks to Kingpins Show and Denim Days.
This summer, we had the privilege of returning to Italy to work on SAKE — THE ART OF PURPOSE with the wonderful team at Tonello.
Our journey has always centred on exploring Purpose — what it means to us as individuals, as businesses, and within the denim industry.
Purpose gives meaning to our work. We discover it where our passions, strengths, and professional skills meet the needs of the world. This is the essence of Ikigai: doing what we love each day and, in the process, uncovering our reason for being.
As part of this year’s project, we gathered reflections from industry leaders and friends, to include their perspectives and insights to form a collection of diverse views on what it means to lead with Purpose. We created this book to document the contributors’ responses that accompanied this year’s installation at Kingpins Show, Amsterdam, in October 2025.
We would love for you to take the time to consider any (or all) of these questions:
What does Purpose mean to you — personally or within your business?
What could it mean for the denim industry if we chose to lead with Purpose?
How might a Purpose-driven approach transform the way we work?
With gratitude,
SAKE — THE ART OF PURPOSE
A5 size
RRP £20
Import Duty Notice:
Some countries may charge additional import duties or taxes. These fees are the responsibility of the recipient. We are not liable for any customs charges or delays, including new U.S. tariffs or similar regional import fees.
**The book images are mockups of visual representations
Our short courses are open to the public and are currently hosted at UAL London College of Fashion, London, UK.
