NU International Dec 20/Jan 21, fashion part NU buyer's magazine no 01 2021 - Page 22

Every six months , by basics presents a collection with a couple of new colours added and maybe a few of the existing ones taken out . The same is true for the styles themselves . Most of them are repeats , while just a few are new ones . The colour range is expanding slowly but surely every year , and for Autumn / Winter 2021 / 22 , the brand will carry 160 styles in 60 colours . To avoid waste , the company chose a make-to-order model from the start . - We don ’ t think of ourselves as trend-oriented . Instead , we ’ re true to our own timeless design DNA . Our clothes therefore last longer , and we only sell Oeko-Tex certified products . That means that consumers can have a by basics piece for several years and find the same basic style again in existing and new colours , says Gitte Borup , who adds that by basics clothes are always uncomplicated and simple .



TWO PAIRS OF FRIENDS BEHIND THE COMPANY NU visits one of the owner pairs , Gitte Borup and Peter Grensteen , in Silkeborg . Their co-owners , Anne Dorte Thøger and Klaus Chistiansen , run their part of the company from Arnborg outside Herning . Gitte Borup has a background in design , marketing , and interior decoration , while Peter Grensteen has a solid background in economics in addition to global experience with business development from a previous leadership position over a number of years with a well-known American company . Klaus Christiansen has many years of experience being self-employed in the textile industry , including as a private label supplier with his wife Anne Dorte Thøger , who herself has a background as head designer in the menswear industry , among other things . - Two pairs of friends owning a business is
During Copenhagen Fashion Week , by basics fans and new customers can find the slow fashion brand at Revolver in Øksnehallen and with the design collective DESIGN WERCH on Refshaleøen .
certainly unusual , but it works for us , and we complement each other ’ s competences very well , notes Peter Grensteen .
NO MINIMUM At by basics , there are no minimums when retailers make their purchases . - Retailers supplement continuously , and with new customers we always emphasise the benefit of not placing too large initial orders . When they have the option to supplement year-round , there is no reason for the customer to tie up liquidity before they know what is right for precisely their business , explains Gitte Borup about the concept . - We see ourselves as a slow fashion business . We are against overproduction . And we very carefully consider every aspect of our production . Our wool , for instance , comes from anti-mulesing breeders . Our bamboo is produced in an ecosystem where waste