On Demand. Meet the anti-overproduction brands

WANT IT ON DEMAND Focus on customer wishes. Flexible and agile brands have the huge advantage that the individualisation megatrend is already part of their DNA. We present brands where this is the case.

CREATIVE HIGHFLYER

Maurizio Miri. The jackets and trousers by Maurizio Miri are unique and extravagant. Retailers are not required to order off-thepeg goods, but can assemble collections as they please. Miri makes everything possible: lapels with dazzling feathers, opulent ornaments, or playful buttonhole variations. The variety of unusual whimsicalities knows no bounds. Among his customers are numerous musicians and artists. Naturally, the Italian not only masters extroverted designs, but also classic variations with subtle refinement. Purchase prices range from 395 to 955 Euros. Among the first customers in Germany and Austria are Lodenfrey, Different in Mannheim and Sylt, Edi Pösendorfer, and Mona in Linz.

Maison Mes Srl, Brescia/Italy, T 0039.030.5032663, info@mauriziomiri.com, www.mauriziomiri.com TRUE GREATNESS

Phylyda. After working for Yves Saint Laurent, Givenchy, and – most recently – as Creative Director at Paco Rabanne, Lydia Maurer launched her label Phylyda in 2016. Her goal is to make women truly happy with swimwear. “We redefine aesthetic approaches and make swimwear suitable for everyone. We develop bikini pieces that fit perfectly and can be combined freely with each other. Nevertheless, they take the nuances and differences of each figure into account. Aesthetically focused and technically innovative, every bikini and swimsuit from the collection can be adapted individually,” Maurer explains. She was trained at the renowned Studio Berçot in Paris, but her studio, in which all pieces are hand-crafted elaborately, is currently based in Berlin. Phylyda only manufactures to order with a delivery time of approximately 10 days. The label recently added bodies to its repertoire. The ”every size” concept satisfies the needs of all her customers.

Phylyda, Berlin/Germany, T 0049.30.88709456, contact@phylyda.com, www.phylyda.com

CUSTOMISED

Son of a Tailor. Made-to-measure, modern, and democratic? The Son of a Tailor online shop, which offers t-shirts, sweats, and polos for men, makes it possible. “Our ideal size algorithm and 30,000 data points of men around the globe allow us to calculate every unique size by asking just four simple questions: weight, height, age, and shoe size,” says Marketing Director Johan Krusborg. Production takes place in northern Portugal. The customer can follow every step of the high-end manufacturing process. Cotton t-shirts cost 56 Euros, while merino shirts cost 70 Euros. The Copenhagen-based company, founded in 2014 by Jess Fleischer and Andreas Langhorn, has 14 employees.

Son of a Tailor, Copenhagen/Denmark, support@sonofatailor.com, www.sonofatailor.com

SIMPLY DIFFERENT

Every major shake-up disrupts. And that is a good thing. Suddenly there is room for innovation in areas where people thought things had to be a certain way – and, more importantly, stay that way. There is room to do things better, faster, or with more agility. Those unshackled from the “good old days” have no need to fear the deep end. style in progress introduces disruptive – and therefore successful – brands and people. What stands out is that the focus is always on the product. Text: Kay Alexander Plonka, Martina Müllner-Seybold, Nicoletta Schaper Photos: Interviewees

AlphaTauri is a collec- tion that is strongly driven by innovation. It also takes a different approach to distribution and marketing.