Nearly two years of pandemic and the current climate crisis have changed the world lastingly. The buying behavior of consumers is a good example of this. Consumers are becoming increasingly critical of the way their clothing is made and which raw materials are used.
The demand for sustainably produced clothing is increasing. That’s why it’s time to break through existing patterns and really make different choices when putting together the range in the store. At least if it is up to the Dutch brand ‘studio subtl’. The men’s brand makes no concessions in quality, style, durability and the human aspect. Founder Jorn van het Hof turned his life around 180 degrees and exchanged his job in advertising for a life as an entrepreneur in fashion.
He spent almost a year and a half selecting the right factories, partners and fabrics for the first collection. The concept has now been further developed into a circular collection. The brand is now on the eve of a second drop with which the brand takes the next step towards a mature collection.
Sustainable down to the last detail
Founder Jorn van het Hof: “Sustainability has become an integral part of the fashion world, studies show that more and more consumers are making conscious choices and that the market for sustainable fashion is growing very fast. Although all intentions are good, in practice clothing is a lot less durable than most people think. Only with minimal use of sustainable materials can a brand talk about sustainability. We want to break that pattern by introducing a clothing line that is sustainable in every detail. But for us, that sustainability is nothing special. In fact, we believe that what we do should become the new standard for the fashion industry in the short term. Basically, studio subtl is about stylish, high-quality clothing that is essential for the wardrobe of the modern man. Clothing that is timeless and ‘made to last’.
“Studio subtl is a brand for men who don’t get along, but who dare to make choices. Without making a loud, visual statement out of it”
Studio subtl is based on minimalist designs with a comfortable fit, always with a subtle detail. All attention is paid to the selection of fabrics. Quality, feel and structure are the most important pillars. The items are made to last and to remain beautiful. The brand has a seasonless never out of stock collection that is supplemented throughout the year with a very select number of capsules, as a counter to the fast fashion industry. All items are an ode to Portugal and therefore named after places that seamlessly match the clothing in character.
Studio subtl is on a mission to create premium menswear according to the highest sustainable standards. It is the first climate-positive men’s brand with the following manifesto: “At studio subtl we believe that breaking existing patterns slows down the fast fashion industry. We don’t think in seasons, but in timeless designs. Always with subtle details and distinctive fabrics. Our clothes are lovingly made in Portugal by people we know and love. From fabrics that we design and have made ourselves. In a process that is GOTS certified from start to finish. We see it as a privilege to dress men who take responsibility.”
GOTS and B Corp
Studio subtl only works with partners who are GOTS certified, which means that it meets the highest requirements in the field of sustainability and social responsibility. The collection is made in Portugal and the proud makers are stylishly portrayed. No plastic is used throughout the process and the clothing is shipped in recycled cardboard packaging. The low emissions are compensated x 1.5 in projects that structurally ensure lower emissions. This makes studio subtl the first men’s brand that is climate positive. In addition, studio subtl continues to critically look at where it can improve and develop further. The brand is doing everything it can to become B Corp this year.
Together you get further
The corona crisis has very painfully exposed the risks entrepreneurs run in the current fashion system. In this system, most of the risks are placed with the retailer and studio subtl believes that this should be done differently: “We strongly believe in a good relationship with the retailer, where cooperation is central whereby risks are shared. We both have to come out better. And so we enter into discussions with every retailer about how we can achieve this.”
Retail trends 2020 – Sustainable fashion transcends luxury market
Source: fashionunited.nl by fashionunited.nl.
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