The 54th edition of Innatex took place in Hofheim-Wallau near Frankfurt from July 20 to 22, 2024. And these promising (sustainable!) labels were part of the Design Discoveries:
1) Avonté: Sleep in style. For everyone. (Cologne)
For their limited pajama pieces, Pia Egelkraut and Marlene Marx work with deadstock. This means that each piece is available as often as the amount of fabric is available. And yet the two still manage to deliver industrial quantities. Thanks to their understated, classic designs, the casual pieces can also be worn in everyday life. Sustainability is of course a top priority for the two of them in their unisex collection: natural textiles (cotton, silk, linen), corozo buttons, a timeless look and maximum transparency are a matter of course for the two fashion professionals.
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2) Softclox: Great performance for better walkers. (Munich)
Inspired by her childhood favorite shoes (“wooden clatters”), Christina Mühle has developed the clattering classic clog with an amazingly light and flexible natural wooden sole. In trendy colors as a clog, sandal, bootie and boot (for winter!). The poplar wood comes from sustainably managed forests in Europe. The leather from Germany and Europe. Also available as a vegan version. Good to know: Behind the claim “Friends for life” lies a repair service.
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3) Tentation. After the festival comes the style. (Hamburg)
Festivals are supposed to boost your mood. But that somehow falls by the wayside when you look at the sad remains that the guests leave behind. And that is why Katrin Rieber gives tents, pavilions, advertising banners, broken kite umbrellas, air mattresses and the like a new life. Her streetwear-style rainproof ponchos, extra-long coats, jackets and accessories in trendy unisex style are many times more stylish than the original product. Yep. That’s how Upcycling works.
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4) Verlinne. First mover from Romania.
Andrea Trandafir has degrees in finance and law and, according to her own statement, founded the first sustainable fashion brand in Romania. It happened by chance. Sustainability was not her main focus. It just happened that way. Since 2017, she has been designing and producing wonderfully feminine collections made of linen, hemp and cotton, among other things, in Romania, a country known for its production. Made to order (80%) to avoid overproduction and to be as zero waste as possible.
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5) halt.clothing. Minimal chic of the highest class. (Frankfurt)
Jonathan Radetz came to design through craftsmanship. With his design studio he designs jewelry, furniture, accessories. And recently also fashion with his halt.clothing label. Split into the lines super.essentials (deadstock from Jil Sander, LVMH Group meets Made in Frankfurt by stitch by stitch) and super.basics (100% GOTS-certified fabrics in collaboration with Avenir Garment in Tunisia). Always in focus: contemporary fashion awareness, sustainability, durability and quality.
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Good to know: I spoke to Jonathan, Andrea and Christina from Design Discoveries about their businesses, visions and struggles as part of the Innatex Lounge Talks. Coming soon as a podcast on innatex.com
