About our philosophy

    1. People are afraid or shy about being different or sticking out too much. It’s not that everybody tries to blend in, becoming a uniform blob. It’s that, for many, bold changes in appearance are in itself a somewhat stressful experience accepted out of necessity at best, like choosing a snack at a hotel buffet. As a rule, the chosen snack leads to indigestion and a hasty retreat to the restroom, since many ingredients do not combine well. The various ferments required to process them are simply not part of our digestive system geared for a scantier variety of food. Choosing a summer outfit leads to similar results but on the mental level. People are prone to blindly trust a premium mass brand to do the right thing, but the cruel reality is that 100 out of 300 people in the Piazza San Marco in Venice wore Superdry. The intent was for each of them to try and stand out, but the only thing that truly stood out was the success of a young Japanese brand in the battle for consumers’ minds. Interestingly, the brand name in those big letters across the chests looked more like a stamp, which made its wearers look like petty offenders penalized with wearing it. An opposite type of person emerges; he or she consciously refuses making further choices, having initially defined the maximum selection of garments to cover all occasions. A vivid example of such a utilitarian approach is Mark Zuckerberg known for his run-of-the-mill outfits.
    1. This year’s most popular question for me is, “Why T-shirts?” Will try and answer it here. I believe it is the T-shirt that lays the absolute foundation to any style, regardless of occupation or social stratum. It is the figurative salt of summer clothes, hard to imagine a wardrobe without one. It is this place in the wardrobe that the textile moguls fight for, contested by small local companies that succeed with charisma and thinking outside the box. Competition is easier for corporations with resources by orders larger than those of smaller manufacturers. Brand recognition essentially allows selling the name on the shirt, since there are still more than enough people ready to resign themselves to following the crowd and buying outwear from the second stack in the large space on the second floor of a mall. On the upside, this small research shows a growing number of people who want something different. On both sides. This July in Berlin, at the Seek Fashion Trade Show I met a multitude of young guys obsessed with creating a local but recognizable brand by releasing unorthodox and flashy clothes. At the same time, I saw genuine interest and sparkle in the eyes of the participants, who were not all professionals.
    1. Having spent three days in this fashion cauldron, I asked myself a question: “What IS a fair price?” How much should a tee cost? Design is a matter of taste, and if something is released in millions it is bound to find its aficionados. However, the matter of pricing lies in a different plane. It limits the group that nowadays is simply vital (and not only trendy) to define from the get-go – who are the people we are doing all this for? And if the article is made within the quality standards, the price will always be fair to our target group. For example, nice guys from XYZ are offering their equally nice, tasteful and well-made T-shirts at the retail price of EUR 60.00. In an ideal world, the buyer, after crying out, “Gosh! But this is an XYZ!!!” rushes to the cash register; the only problem is, few know what this XYZ is and why they are charging a whole EUR 60 per item. I like T-shirts for 30-40 Euro, my experience shows that this price is able to pack excellent quality, interesting design and the manufacturer’s margin; whereas a price above 40 hides something that I don’t want to pay for.