Fashion as an industry and as a business is changing so much, so there’s some exciting opportunities there and I’m very happy to be part of it right now in trying to find solutions for a small brand to be more sustainable in terms of business but also things like dropping collections whenever we we want to. We try not to be under the dictation of season and collections. You know, I’m not a high fashion brand. I have no ambition to make one, we’re mostly in culture before being in fashion and we use clothing as a canvas. For me, I want to get away from the repetition of fashion and create drops when there’s a cultural relevancy to it. Also I carry more traditional brands in my store. They’re more on the traditional schedule, they have a huge backbone of factories and they’re great at what they do and I’m stoked to work with brands that follow that business model. I think the two can cohabit and it’s exciting when there’s an established traditional brand that’s sitting next to more cultural small projects. I that is what makes fashion a very rich industry.
For me, hybrid is a new way to create functionality by mixing two elements that historically were not mixed to create a new way to function and you can see it in cars, in fabrics, in the way we consume. It’s a very relevant world for our time I think.
When I really want to get in details about what I do, it’s very hybrid in the sense that I do nightlife, I do clothing, I do small documentaries and art shows with my partner Gogy also, so there’s a sense of hybrid between the storytelling part of my job but also making products and creating experience with the nightclub and with Kinfolk. So, in that way there’s a hybrid sense in what we’re doing.
The fabric that you guys are known for is a mix of traditional technique but you guys use it and design it in a way that it’s very modern and contemporary and also for me, the most hybrid thing that I’ve seen recently is your collaboration with GORE-TEX where mixing the two fabrics creates a quintessential hybrid product.