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On our minds: GmbH

Posted in Style
by adakallgren on 8 August, 2016

GmbH uses deadstock fabrics – to lower the end price and to justify the production of new clothes.

On our minds is GmbH, a three-month-old brand collective born out of Berlin’s club scene. With backgrounds in fashion design and editorial photography, founders Serhat Isik and Benjamin Alexander Huseby draw inspiration from the multiculturalism of their immediate community in the formation of their brand, which neutral name is the German equivalent of ‘inc’ or ‘ltd’. In dialogue with the excessive way fashion is consumed today, the pair use deadstock fabrics sourced from a Milanese high-end factory for almost all designs. They mean that using what is already there helps them not only lower the end price but justify the production of new clothes. True to their multicultural spirit, GmbH also turn to local non-model models in the form of friends, family and people on the street, often with Middle Eastern and Arabic origins due to their poor presence in fashion. Read an interview with the brand founders here.


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