Who is the Rener customer?
Anyone really.
I have met so many of our customers now and it is such a thrill to see how different these ladies are. I had an idea about who I was designing for but to meet the actual muse is completely different experience in such a positive way. It is truly inspiring to see how different women of all body types look and live in the jackets.
Typically the ladies who choose a Rener coat is aware of her own needs and knows what suit her style and life. She is not interested in another wardrobe filler, she wants quality and something she can trust to last for a long time.
What does your hashtag ‘Life without Compromise’ mean to you?
It is the core of everything that Rener is and the life our consumers deserve.
A Rener jacket is an investment in your lifestyle and in style. It is a promise to take you further in your daily life and eliminate the feeling of not looking your best just because the weather is not ideal.
I grew up in the Northern part of Denmark and the weather is always shifting. combine that with biking everywhere and wanting to look good at the same time. I always found my self either soaked and cold or with a huge bag to carry umbrellas or cover ups. It was not an elegant look and I know that I am not alone on not feeling gorgeous in a rainmac.
With the technology in fabrics today I knew I could make something that would eliminate the issue of compromising on my style when I walked out the door in the morning.
What advice would you give to people wanting to shop more sustainably?
This is something I have been thinking about a lot. I do my absolute best to recycle, repurpose and reuse in my day to day life and my business but all I ever saw from social media etc. was that more could be done and I felt overwhelmed and sometimes even stressed or inadequate. Even though my efforts were really good.
I fell down the black hole of eco guilt trip that is paddling around on social media.
It wasn’t until I realised that these campaigns were emotionally driven and that the organisations pushing them out obviously are in bad need of funding. The message is valid however I could not handle seeing anymore dead sea animals full of grocery bags and feeling guilty for not being able to make even more of an effort to help.
Being environmentally and humanely responsible is in my opinion extremely significant. I think it is important to stay true to your self and your values. Do the best you can by researching how the clothes you buy are manufactured make a choice if you think it is up to your own moral standard and then go with it. I don’t think anyone can ask for more.
In regards to shopping I find it interesting because it seems to always be a double edge sword. Buying Eco-cotton to avoid pollution of the environment seems like a no brainer. However the environmental consequences for the extreme water consumption required in the production of a single eco-t-shirt is at 660 gallons of water and leads us down another difficult path.
The crux of it all is that most people will go for the eco-cotton option and think it is the absolute best solution but when that £70 eco-cotton top shrinks in the first wash in is going in the bin anyway and so you are back to square one.
Again, I would emphasise to find a way that you are comfortable with. look at the grand scheme of things. How big is the production? Where is it made? Can you reuse/resell it later on? and Buy less but better!
My go to options are investment pieces, 2nd hand shopping and altering old styles. Even an old t-shirt can become a great dish rag.
Whats next for Rener?
I am planning a direction for Rener that takes this fashion brand away from the general concept of fashion and steer it into a more tech and collaborative orientation. With the climate of the fashion industry being shook by the millennials I think it is important to think long term.
As for new pieces I am currently looking into the production of the next drop so stay tuned.