Real Time Fashion

No fast fashion, no NOS system - the future is a newly interpreted rhythm. The future is fashion that is designed, manufactured, and delivered in other, more sensible cycles. It is incredibly difficult to reduce this segment to a common denominator, mainly because the timing ranges from “very fast” to “all-season”. All real time fashion labels do, however, have one thing in common. They are adapted to the need of the retail industry perfectly, which is particularly important in times when retailers are (rightly) afraid to gaze into the proverbial crystal ball in terms of pre-orders.

Freddy Move Your Pants

In the 1980s, the dance scene was booming. It was the time when sports such as aerobics, hip-hop dance, and street dance were born. Freddy, an Italian company founded by Carlo Freddi in 1976, was at the heart of the movement and supplied professional dancers with ballet shoes. Freddy is still closely linked with the world of dance sports and sponsors institutions such as the Royal Ballet of London. In addition, Freddy draws from its activewear know-how to develop trendy fashion collections with a focus on trousers and casual tops. An important feature is the detailed push-up cut with an integrated shaping effect and a body-hugging fit. The trousers are available in a wide variety of models, attainable in various stretch materials - including denim - and can be delivered on short call. With a calculation factor of 2.5, the purchase prices range from 30 to 45 Euros. The list of German customers includes the likes of Görgens Group, Peoples Place, and Kaiser in Freiburg. The brand runs own stores in Milan, Rome, London, Washington, Antwerp, and Seoul. Freddy S.p.A., Milan/Italy, T 0039.0185.5910300, info@freddy.com, www.freddy.com

Nanà Just in Time

Due to its headquarters in the Italian province Veneto and a production facility in the region, Nanà, a feminine women’s outerwear collection, has developed into a renowned quick delivery supplier in Italy, especially via its 12 own stores spread across the country. In January, Patrick Coppolecchia Reinartz, the head of German fashion agency D-tails, presented the collection to his clients from Germany, Austria, and Switzerland for the first time. “In comparison to the usual fast fashion suppliers from Bologna, Nanà relies on quality materials, perfect fits, and fashionable topics that are simply spot on. In addition, the label’s production rhythms are - also due to the own stores - much better suited to the order and delivery phases of the retail industry. Short-term orders can be delivered within three weeks”, he explains. The label offers approximately 20 new items in a fortnightly rhythm; the own stores are limited to Italy. The purchase prices are 17 Euros for fashionable tops, 25 Euros for blouses, and 60 Euros for coats. The calculation factor stands at 3.3. The agency hopes that Nanà provides its customers with maximum flexibility in terms of current trends and affords them the opportunity to create new, shortterm store environments. 8 Marzo S.R.L., Mogliano Veneto/Italy, info@nanaitalianheart.com, www.nanaitalianheart.com

Any Di Perfection of Diversity

Ever since the launch of Any Di in February 2015, designer Anne Dickhardt offers all products as NOS items. Her compact collection is well thought out to the smallest detail and combines elegant design with function and comfort. A variable strap system allows various wearing styles for the bags, including an elegant style in the arm bend, casual over-shoulder style, as a practical hip bag, or upscale backpack style. In addition to classic handbags made of soft cowhide and calfskin, the label also offers larger business bags with an integrated laptop compartment and clutches, as well as matching cases for iPhones and sunglasses. The designs are complemented by flashy colour accents in the lining, removable straps, and real gold plating. All items are manufactured in Europe. The retail prices range from 59 to 89 Euros for accessories and from 279 to 849 Euros for bags. The list of current retailers includes the likes of Engelhorn in Mannheim, Galeries Lafayette in Berlin, and Mode Wagner in Baden Baden. Any Di, Anne Dickhardt, Munich/Germany, T 0049.173.3659128, anne.dickhardt@any-di.com, www.any-di.com

Catwalk Junkie It’s So Easy

They call themselves Catwalk Junkies, because they always have the latest trends on their radar - and in their fashion. The driving force behind Catwalk Junkie is a Dutch team that specialises in introducing trends to the sales floors in a fast rhythm. The label does so at an affordable price, even though (or perhaps because) all items are produced in Europe. “The retailers had to get used to us at first”, says Jörg Korfhage, who distributes the collection in Europe (excluding the Benelux countries) together with his partners at Colorful Trade. “But all customers who have reserved a budget soon notice how practical this new rhythm is.” The break with the classic pre-order rhythm doesn’t only have economic benefits for Catwalk Junkies. “Trends are implemented with a higher success rate”, Jörg Korfhage adds. Retailers seem to enjoy this. The collection’s shirts are available at purchase prices between 15.98 and 19.98 Euros, with a 2.6 calculation factor. Catwalk Junkie, USP Fashion, Amsterdam/The Netherlands, T 0031.20.6371844, info@catwalkjunkie.com, www.catwalkjunkie.com

Onomato Snoopy and Minnie Mouse

What could possibly convey a more positive attitude to life than fashion with cartoon characters as a motive? The label Onomato specialises in such fashion and features well-known characters such as Snoopy and his sister Belle from the Peanuts, Disney’s Minnie Mouse, and the dog Idefix. “All motives appear as prints on t-shirts, sweats, knitwear, shawls, and shoes. The motives are often refined utilising high-quality craftsmanship involving, for instance, sequins and rivets”, says Holger Schmies, who launched the collection with Marc Kofler, the founder of local fashion agency Adventure, in March 2015. In addition to womenswear, the label has added a focused men’s line with Star Wars designs for the autumn/winter season of 2016. The qualities available are cashmere, silk, and cotton. The retail prices for t-shirts range from 79 to 149 Euros, while sweats cost between 99 and 159 Euros. Knitwear items set you back between 199 and 329 Euros, while sneakers cost approximately 119 Euros. The calculation factor stands at 2.85. Onomato launches two main collections per year and complements them with flash programmes. The label has already won over 80 retailers in Germany and Austria, including Jades, Jung in Pforzheim, Classico in Munich, and Seefelder in Kempten. Onomato is currently looking for international distributors to increase the label’s export business. A real highlight for the order date in April is a special Donald Duck range, drawn by Disney artist Ulrich Schröder, which will be delivered to retailers on the 9th of June - just in time for Donald Duck’s birthday. Onomato Fashion, Essen/Germany, T 0049.201.2455713, info@onomato-fashion.de, www.onomato-fashion.de

Ondura Durability as Priority

Leens Jan Ondra is a professional carpenter and a graduate of the Art Academy Berlin Weissensee. After studying fashion design, he worked in the fast fashion industry for three years before launching Ondura in 2013. The 13-piece accessory collection is made from German vegetable-tanned leather in three different colours. In addition to belts, key rings, knife cases, and wallets, he also offers iPhone covers, a modern version of the classic neck pouch, and cases for sunglasses. For both environmental and social reasons, the entire production process takes place in Germany. All products are always in stock. The retail prices range from 29 to 229 Euros. The German customer list includes household names such as Mulligans in Wuppertal, Stilkontor in Leipzig, Riders Room in Hamburg, Brooks in Bielefeld, and Laden 12 in Nuremberg. The label plans to add bags and backpacks made from leather and canvas to its product range shortly. Ondura, Bünde/Germany, T 0049.176.22308913, info@ondura.de, www.ondura.de

Ora Now!

Ora is a new cashmere label from Italy. It was launched by Aco Modeagentur’s Michael Schulz in co-operation with Massimo Degl’Innocenti, a designer at Cashmere Italia in the Tuscan region of Montecatini. “Ora means ‘now’ in Italian. The label’s name speaks for itself”, Michael Schulz explains. Ora specialises in Italian cashmere excellence in modern silhouettes. The collection will officially start trading as of the upcoming autumn/winter season and is immediately available as a highend range within the season. For example, the label offers knitted coats with thick cable knit patterns, a variety of sweaters, and short cardigans. It also has a smaller menswear range, which is similarly minimalistic in terms of design. “Retailers are looking for knitwear. We strive to meet this demand with this collection”, Michael Schulz adds. At a calculation factor of 3.0, the entry-level purchase price for styles consisting of 90 percent normal wool and 10 percent cashmere is 40 Euros. The purchase prices for pure cashmere items range from 140 to 250 Euros. In terms of colours, the collection’s palette - consisting of 20 natural shades from beige to grey - is fairly muted. The palette is currently complemented by a refined cognac shade. Cashmere Italia S.R.L., Montecatini Terme/ Italy, T 0039.0572.767139, cashmereitalia@gmail.com

Landré Flow and Karma

Hannover-based Mirjam Landré describes her jewellery collections with terms such as Balance, Destiny, Peace, Buddha, Sparkle, Flow, and Karma. Her designs embody a very pure, clean, and romantic look. The brand’s key pieces are delicate bangles and bracelets, which can be personalised on request. Mirjam Landré presents two collections per year, which she distributes during the season from her own warehouse in Hannover. With purchase prices ranging from 8.50 to 19.90 Euros and a calculation factor between 2.5 and 3.0, Landré targets fashion retailers, gift boutiques, interior stores, and upscale perfumeries. Another Souvenir, a Stuttgart-based agency, was appointed as distributor for Germany, Austria, and Switzerland at the beginning of the year and showcased Landré at the trade shows Premium and Ambiente. As a special service for customers, Landré offers free engraving, also for B2C in-store events. Landré, Hannover/Germany, T 0049.511.3381120, info@landre-design.de, www.landre-design.de

My Bro Tie A New Bro-Code

It has become increasingly difficult to find an extraordinary, independent product. These days, one normally finds such products by chance. This is what happened to Die Hinterhofagentur’s Dominik Meuer when he spotted the bow ties of My Bro Tie at a wedding-themed trade show. The story behind the brand is equally unusual. Thys Franken and Felix Kolthoff, who are from Cape Town and Berlin respectively, met accidentally while they were both searching for a truly extraordinary bow tie. In the end, both agreed that it would be easier to launch their own bow tie range. Since 2015, My Bro Tie uses vintage materials to hand-craft limited bow tie collections with an all-season warehouse concept. The brand offers bow ties for all occasions - from weddings to dinner parties. The specials include junior bow ties, father/son bow ties, wooden bow ties, the “Moustie” model in the shape of a moustache, and knitted bow ties. Each model is unique. The collaboration with Die Hinterhofagentur marks My Bro Tie’s first venture into the German market. With an average retail price of 59 Euros, Dominik Meuer - in his own words - targets customers with a penchant for special accessories beyond the mainstream. The customers receive their bow ties in cardboard boxes made from cut up and re-assembled atlases, thereby underlining the vintage concept of the brand. These bow ties are the perfect collectibles… My Bro Tie, Berlin/Germany, T 0049.30.20648179, post@mybrotie.eu, www.mybrotie.eu

Whytes Improved

It is so simple, yet so essential: the white t-shirt. In August 2015, Nadia Botzenhard and Thomas Escher made it their mission to improve this classic item of clothing. They initially introduced two t-shirts to the market: a V-neck and a crew neck model, which were developed in collaboration with almost 400 fashion influencers. Thanks to this social media stunt, the Munich-based label is in the fast lane in terms of media coverage. The men’s shirts, which are available in ten sizes (XS to XL, each with an additional long version), are manufactured in Germany and offered at a purchase price of 23 Euros. In addition to the obligatory web shop, Whytes focuses on co-operations with retail customers such as Daniels in Munich, Cologne, and Bonn. It goes without saying that the brand has a comprehensive stock programme. Everything else would have been a surprise, especially in the case of brand specialising in classic white t-shirts, right? Whytes, Munich/Germany, nadia@whytes.co, www.whytes.co

New Lily Paris Parisian Innovation

New Lily Paris was recommended repeatedly to Room Nine Agency’s Torsten Müller during a trade show in the French capital. After all, it was common knowledge that he was on the lookout for a new, fresh womenswear collection. “We were hooked the moment we set foot in the showroom. The imagery, the product itself, and the price-performance ratio convinced us immediately”, the agency owner says. Seeing that New Lily Paris launches four collections per year and offers immediate delivery, every collection is on sale for six weeks. The range is supplemented by four flash programmes per year, which pick up current trend themes such as - at the moment - culottes and flared pants made from washed denim. Customers can re-order within 48 hours and will soon be able to do so via a B2B platform. The purchase prices for t-shirts and blouses are 15 Euros and 19 Euros respectively. Trousers cost 25 Euros, while dresses set you back 28 Euros. The calculation factors range from 3.5 to 4.0. Room Nine Agency already showcased New Lily Paris in its own showroom and at the Premium Order trade show in Munich. In Germany and Austria, Torsten Müller hopes to place the collection at boutiques in the premium sportswear segment, thereby positioning New Lily Paris alongside the likes of Drykorn or Attic - as a brand, not as a product. New Lily Paris, Paris/France, ruth@newlily.fr, www.newlily.fr

FASHION TIME REAL

Delicatezzen Stuck On

The patches trend allows you to give a bag, a jacket, or any other item a personal touch in a matter of seconds. Boy, oh boy - it’s so much fun too! Delicatezzen’s luxury stickers are manufactured in Italy from ecological leather, are waterproof, and designed in an elaborate three-dimensional look. Tommy Wieler, the founder of fashion agency Another Souvenir, believes that Delicatezzen is simply the whole package in terms of idea, design, price, packaging, service, and the relationship between the brand and the agency. At the beginning of the year, the agency presented the patches at the Premium, the Pitti Uomo, and the Tranoi. The target audience was the upscale retail industry in Germany, Austria, and Switzerland. At a calculation factor of 2.5, the purchase prices range from 4 to 8.50 Euros. Delicatezzen launches two main collections per year, but also offers numerous flash programmes and special editions. The latter are often the products of collaborations with customers such as Excelsior or 10 Corso Como. The patches are always immediately available due to a direct warehouse system located in Italy. The brand also offers displays for the point of sale as an additional customer service. Pozzi Italia, Inverigo/Italy, T 0039.031.697311, info@delicatezzen.com, www.delicatezzen.com

Invisible Heels Tall and Skinny

Until now, the desire of many women to be a bit taller - and therefore look slimmer – could only be fulfilled by wearing high heels. The Say Hello To Longer Legs label from New York has now developed shoe inlays called Invisible Heels, which make it possible to make legs appear longer within seconds. French Vogue, L’Officiel, and InStyle are full of praise for the inlays that were designed to fit all shoe sizes and can be placed easily in a wide range of shoes. These inlays are therefore ideal for all ankle-high shoes, sneakers, and boots. The feeling while walking is comparable to walking with wedge heels. The soles are made from soft memory foam, which means they adapt to the heels perfectly and allow a soft step. The Invisible Heels, which are available in 2 and 4 centimetres, are made from a breathable outer material, thereby ensuring optimal wearing comfort. A new addition to the product range is the Invisible Heel for men, which is available in stylish silver packaging. The purchase price is 12 Euro, which translated into a retail price of 25 Euros. The first customers in Germany include household names like the Quartier 206 department store, Jades, and Apropos. Say Hello To Longer Legs, New York/US, T 001.800.253.4936, sales@invisibleheels.com, www.invisibleheels.com

Stramici Smack in the Middle

If one names John F. Kennedy as the inspiration for a product, one must expect to be asked if one doesn’t actually mean Jackie. The team of Munich-based Stramici chose the rather inconspicuous (at least in terms of fashion) former US president quite deliberately. JFK was known for wearing chinos, polo shirts, Ray Ban’s Wayfarer sunglasses, and cloth belts. The latter is an all-round classic that two brothers, namely Alexander and Leopold Schoeller, have revived under the brand name Stramici, a superlative of the Italian word for friend. The label offers braided belts with high-quality leather buckles in powerful colours and classic designs. The product range now also includes a t-shirt line, bracelets, and hats with interchangeable bobbles. As a fast fashion collection, Stramici is capable of delivering year-round from its own warehouse. The average purchase price is 17 Euros, while the average retail price stands at 49 Euros. Since March, Munich-based Die Hinterhofagentur presents the accessories collections in its showrooms in Munich and Düsseldorf. The customer list already boasts household names such as Galeries Lafayette, KaDeWe, Hirmer, Ludwig Beck, and Konen. Stramici, Munich/Germany, T 0049.173.5798160, info@stramici.de, www.stramici.de