WHAT'S THE STORY
The Future – Who?
Straight-to-market was also the motto for the recycling capsule that was launched in December 2019. Four such capsules are scheduled for 2020. They will exclusively use processed fabric remnants.
Andreas von der Heide’s Les Deux brand plans to sharpen its focus on upcycling in the future.
team was crucial. In addition to professional qualities, we attached great importance to personal attitude and values. We require people who share our vision and are committed to implementing it.” RIGHT NOW IS RIGHT
LES DEUX
THE FUTURE IS NOW It all started with 500 white t-shirts. When Andreas von der Heide and a partner launched Danish menswear brand Les Deux, they both had little to no understanding of the fashion industry. All they had is loads of enthusiasm for materials and their own curiosity. They started questioning the basic rules of the fashion business, and breaking quite a few along the way. With success!
“F
rom the outset, we have always chosen our own path and never adhered to seasons. At the beginning, Les Deux did not offer pre-orders, only straight-to-market. We soon learned why the retail trade demands seasons and pre-orders. Nevertheless, we still offer a high percentage of our collection for immediate sale, mainly because we are convinced that retailers – and specialised retailers in particular – need this in today’s omni-channel reality,” explains Les Deux co-founder Andreas von der Heide, adding: “Assembling the right
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style in progress
“If we are inspired by something, we want consumers to be able to buy it immediately, not half a year from now. Consumers are the key to our success,” says the Dane. This approach is reflected in the first upcycling capsule collection, which was launched in December. It is made of remnants from fabric suppliers and is initially only available on the website and in the brand’s own shop in Frederiksberg. In the coming year, a total of four upcycling programmes are planned. In order to advance the development towards more sustainability actively, Les Deux teamed up with CSR Forum to develop a strategy that is now being implemented step-by-step. Furthermore, there is a collaboration with Spanish brand Ecoalf, in which only recycled materials are used. In the “Children’s Year” 2020, the Danes plan to cooperate with various charities. “We strive to improve people’s lives and create a better future. This is now more important than ever. Our social impact is of paramount significance, and we attach great importance to how we do business and to ensure that everyone involved experiences a sense of satisfaction and fulfilment. It is important to us that Les Deux is, and will be, known for what it represents. We work very hard every day to leave a legacy that we can be proud of,” says Andreas von der Heide on behalf of his team. The general sales agency for Germany and Austria is Deluxe Distribution, supported by Wittmann in Düsseldorf, Masch Agency in Munich, and Room With A View in Salzburg. The new collection can be viewed at the Premium in Berlin and the Revolver in Copenhagen.
