FREIGEIST

Freigeist is the brand created by Fanny Kirschler, who is looking into unisex streetwear that is environmentally friendly and suits the customers needs. I like this idea of emotional value she is trying to bring to the garments she creates and really linking herself with her customer well.

What is your brand name?

My brand name is 'Freigeist' and it is German and means 'free spirit / free thinker'

Name one of your design cues and expand?

My design cues: Optimism, Emotion, Practicality I always want to be optimistic in my design approaches, e.g. working out how I can make things more sustainable or how I can get people to engage with certain 'issues' and in general make them more aware of what's happening around them and what we can do to work on it

Where do you get your inspiration from?

Fashion and street wear magazines, fashion collections, art, vintage clothing

Do you have specific sports you are focussing on?

I don't, it is more about being outside and being able to be spontaneous

Who is your customer?

My customer is a youthful person (around 16-30y) who is openminded and spontaneous, with an interest for the environment. Being around other people and living life in the now is important to them.

What is your brand concept and brand statement?

Concept: 'Putting our customer and the environment at the top of our values, we believe that we can create unique street wear that reflects on the needs of people and our planet. Combining emotional and logical values, the brand is encouraging its customers to become part of the brand concept and engage with the idea of unisex fashion and clothes sharing.' Statement: ' We are a sustainable street wear brand, targeted to youth culture, accomplishing their desire to live in the now by offering a range of practical and comforting clothes with emotional value. '

Do you/your brand have a particular style? Materials, colours, patternsor construction techniques?

All my garments are unisex and I am trying to create emotion through materials, therefore I am using very comforting materials with different structures and feels. Also, I am looking at vintage clothing and their shapes, trying to re-create garments that give you the same kind of comfort and quality. For this collection in particular I am getting my colour inspiration from artists like Ellsworth Kelly or Barnett Newman, who explore minimalistic, graphic shapes and block colours to create emotion.