In the article of 01. January I already had to admit with shame that not long ago I was certainly one of the most intensive consumers of my own industry. Also I have already mentioned that fashion for me is not always only need. It can inspire, express moods and simply keep you in your everyday life on ‘cashmere days’.

The question you might ask yourself is, why has my attitude towards fashion and the industry behind it changed so much?

“To create something, you first have to question everything “Eileen Gray, architect and furniture designer (1878 – 1976)

A major reason was the realization that the industry had become absurd. One example of this is the destruction of fashion on a large scale: as a result of a Greenpeace petition, 145,000 signatures were handed over to the Ministry of the Environment at the beginning of the year, which spoke out against the destruction of new goods. Huge quantities of goods, from raw materials to ready-made pieces, are regularly destroyed after an untraceable period of time, as disposal is cheaper than storage.

But why are we at a point where we have to destroy as good as new garments?

The unbeatably low prices of labels such as H&M are sometimes due to the large quantities involved. This surplus of goods now falls existentially at their feet. In the past, there were two collections, summer and winter, so in the summer – crazy but true – you could get summer clothes and in January you could even get a black turtleneck sweater. In order to stimulate further purchases, there are additional spring and autumn collections up to a rhythm of up to 52 collections a year! As a customer I find it very challenging to deal with a new collection (per brand!) almost every week.

Fashion sells by searching for the latest trends but also by the wealth of experience from selling previous collections. Since trends play a subordinate role for me, I do not want to allow myself to make a judgement. But how can experience and customer feedback be used with the current cycle, which is much too fast, and how can the models be further developed in the interest of the customer?  It’s impossible: cuts don’t fit well and fabrics don’t meet the requirements of a durable garment (which is why…) – and the garment must be quickly sorted out again.

“Make it simple but significant” Don Draper, Mad Men

I don’t advocate standing still or sitting out, quite the contrary! In founding and growing few, the focus is on striving for “simple and significant”, and the claim to do the right things right!

After many years in the fashion industry, the famous fashion photographer Peter Lindbergh definitely knows what he is talking about when he says: “Fashion should calm down a bit… ”

Seldom have I preferred to agree with someone!

PM