Green This Season - Digital Conscious Fashion Magazine 2014 - #1 | Page 49

That’s hard to say, as both are really
important. The material must fulfill
specific standards, in our case organic
Mako cotton from Egypt. If the producer
is not good enough to make the best out
of that high end cotton, we would fail.
So I cannot really say, one of those is
more important than other.

What are your ideas on massproduction of clothing?

48

I think the clothing production is very
outdated if you compare it to other
industries. Every year there is such a
mass of clothes being produced for
nothing, because no one wants to have it,
cause the size is wrong, the color not the
one the people like etc.
Only very few producers care about the
future, care about their workers, the
environment, even the suppliers and
customers. In other industries, even
very profit oriented industries like e.g.
the car industry, the people understand,
that they need to care about that and
that in the long term this will be more
profitable.
I don’t want to say that the car industry
is a really good role model, but there are
some ideas, that they got already, what I
completely miss in the fashion industry.

What is the one change
you would like to see in the
fashion industry?
I would love to see some great mandatory
standards, which everybody who wants
to sell their products in Europe, must
fulfill. This would be a start and surely
it would be best to extend that to the
entire world.

Green This Season MAGAZINE Spring 2014

What is more important to
you, the material you select
or the producer of your
collection?