EBIT™ – Enjoy Being in Transition Is Humanizing the Fashion Industry

EBiT™ — Enjoy Being in Transition is an Italian-based multidisciplinary cultural brand founded by Simon Whitehouse, who previously held executive and CEO roles at JW Anderson, Art Partner, and OTB Group, among others. Mental health sits at the core of the brand’s purpose, informing both its creative output and its structural decisions.

The launch of EBiT’s e-commerce platform places people front and center of the shopping experience. In collaboration with casting director Irene Manicone, the platform introduces shoppers to the models on the product detail page before sharing garment information. This decision subtly breaks the traditional hierarchy of fashion e-commerce.

By introducing the individuals wearing the clothes, EBiT disrupts a longstanding industry code in which models function primarily as inanimate vessels; present only to animate the garment rather than exist as subjects in their own right.

Alongside a tightly curated selection of limited-run pieces, the platform also features a catalogue of past creative projects, including collaborations with Indya Moore, Soo Joo Park, and a special-edition postcard set photographed by Glen Luchford.

At a time when everyday moments feel increasingly hyper-automated, technical, and chronically online, EBiT offers a quieter alternative that reintroduces presence into the fashion system. By centering lived experience within commerce itself, the brand suggests that progress does not always come from acceleration, but from intention.

Learn more about the models and view the collection at www.enjoybeingintransition.com

Images provided by EBiT™

Filed under: Culture · Fashion · Creative Process