Be Brave

Quantum Courage. Be Brave!

In 2013, Maximilian Koehler launched his own fashion label, which is currently listed by 95 upscale retailers across Europe. He may only be 25 years young, but he is already living his dream, jetting to and fro between Saint Tropez, Paris, and Munich. In an interview with style in progress, Koehler explains how he charges his brand with energy and how a lot of courage allowed him to find a market niche. Text: Kay Alexander Plonka. Photos: Andreas Ortner

Which concept and philosophy is Quantum Courage based upon? Life’s too short to waste it. Quantum Courage stands for a vast amount of courage and courage is always rewarded. Each and every one of our products is personalised and sustainable. What do you do differently than other labels? Out of principle, Quantum Courage only co-operates with Europe’s most exclusive retailers. We deliberately refrain from participating in trade shows. It is not our aim to enable every boutique to stock our collection. We hand-pick the best retailers, contact the respective buyers in person, and visit them on-location. This approach may be more time-consuming and costly, but it creates the preconditions for a long-term co-operation.

Reached the top: Maximilian Koehler decided to only offer his label, Quantum Courage, to the best retailers - and it worked!

You are listed at 95 high-end retailers in ten years. How did you manage that in such a short time? If you work hard and have a clear strategy in mind, you can achieve your goals. We convince people with our business idea: very high quality, fashion-conscious cuts, expressive designs, and limited editions. It’s a product with a unique selling point. When one googles your label, it becomes clear that you don’t co-operate with online stores. Why? Over the last two years, we focused primarily on getting our brand into Europe’s best stores and increasing public awareness. Healthy growth and exclusive territorial protection for our partners are, in our eyes, absolutely vital.

You produce in Europe, the designs are French, and the brand is headquartered in Germany. How important are these factors for your retail partners and customers? To guarantee the high standard and to meet our own demands in terms of compliance with health and safety regulations, human rights, and environmentally friendly production, these factors are indispensable. How can one prevent burning out after a couple of sea sons? You have to stay true to your concept and continuously deliver excellent quality. If our customers are satisfied, it is confirmation of our work and motivation for further collections. Declining quality and an oversupply of goods disappoint the customers.

Celebrities, Facebook, Instagram - what is indispensable to promote the success of a brand today? Social media is certainly an important component. If, as in our case, you have stars such as Uma Thurman, Lena Gerke, and Mats Hummels endorsing your products, it has a very positive impact on brand perception. It is equally important to co-operate with strong partners.

www.quantumcourage.com