The young brand performing radical price transparency
This Berlin-based brand has it all: it focuses on sustainability and transparency, produces high quality garments at an affordable price and has a heart for dogs. The idea for funding Hund Hund was born in Bombay, India where Isabel Kücke, who graduated in fashion design from UdK Berlin, and the filmmaker Rohan Hoole met. They both agreed, that even though they love fashion, a lot of things in the industry go wrong and customers are mostly not aware of it. They wanted to create a brand that really makes a difference and empowers its customers to deal with their garments in a sustainable way.
As the name implies, Hund Hund is not only designing pieces of timeless elegance and simplicity for women and men but also carries a range of leashes, collars and handmade toys for the human’s best friend. What stands out with Hund Hund is the radical price transparency they offer: For every single item, it is possible to retrace how many production steps the final price is composed of and how much each one costs: stitching, fabric, hardware, taxes, photo for the website and transport.
The designers’ name, country of production and origin of the materials are presented as well. Is more transparency even possible? It doesn’t stop here: Hund Hund is working with classic high quality materials like silk, leather, cashmere and cotton as well as modern eco-textiles such as Tencel and Micromodal to ensure a durable product. The designs show a minimalist aesthetic with functional designs and a special twist, which are still timeless and last beyond current trends. By skipping the middleman and only selling directly to the customers through their website, they can work with ethical producers in Europe and sell luxury products at a low price.
For Hund Hund, their responsibility doesn’t stop with selling an ethically produced item to the customer. Through their blog, they share tips and tricks for taking care of the garments and tell the stories behind their business and products. The new summer campaign was shot in Los Angeles and consists of sandy colours, airy tops and trousers in sophisticated cuts – which I believe are a special strength of this brand. Since Hund Hund is still young, we are excited what is yet to come from these engaged creatives!
May 10th 2018, Naomi Bechert