I AM, is a project that addresses the issues surrounding the throw-away culture among generation z, today. I believe that customers will take better care of their garments, and use them more often, if they get a connection to them. Therefore, through my own family history, I have created a collection that gives value and nostalgia to generation z. This is my generation; they will therefore be able to recognize elements in the collection from their upbringing. The collection consists of prints made with inspiration from furniture textiles from my great-great-grandfather and great-grandfather's textile agency, H. J Collett Müller. With a focus on openness in production, storytelling and small significant details such as embroidery of the date the garment was made, the customer will get a connection to the garment even before the first use.