An email landed on our inbox with an invitation for the opening of Studio Hertzberg. Ten of Berlin’s up & coming brands are sharing a working space in Neukölln! STRUNK, The Bronze Medal, Van Der Nag, Con.Hilo, Galponia, Elise Rolot, Projekt Samsen, Amy Alexander, Sepideh Ahadi, Burcu Türker. Designers that share the same values about sustainability and ecology got together, work together and sell their innovative clothes and accessories at Studio Hertzberg.
Who’s got the idea? Behind Studio Hertzberg stands Lea Strunk, the designer of STRUNK. We got the chance to talk with her about her new ventures, the style of the Berliners and the importance of joining forces nowadays.
How did you come up with the idea of Studio Hertzberg?
After many years of being a self-employed fashion designer, I got to know all the difficulties that come together with the fashion industry. High commissions in shops, difficulty to find the right studio and so on. The way that the fashion designers work is not compatible with most of the other creative jobs. When you finally find a good studio, you’ll find yourself sitting in your atelier, on the 5th floor, somewhere, thinking about how to sell your stuff! That was me, the moment I decided to have my own shop. So, I rented Studio Hertzberg, where I had my own shop and rented out the other 4 rooms to other people.
After I had my shop, I realised that being in it alone, everyday, from the opening time to whenever, was not my idea of being self-employed. It felt like I was my own slave. But how would it be if all the co-working people take part in the shop by sharing the responsibilities of opening and closing times, plus all the other things that need to be done?
So I decided to slowly change it all. From a random co-working place, Studio Hertzberg turned into a working space for 12 fashion designers. I got together people that liked to work with. People that I trusted to be part of the shop. And here we are. We share the opening times, the cutting tables. There is a great vibe. We all get along very well. We respect each other and we feel responsible for each other. I think that the project has a lot of potential.
How important is it that fashion designers get together, form a community and support each other?
I think it’s very important. There are so many things that we can learn from each other. Also the fashion business is very tough. I believe that together we are stronger. We don’t need to see each others as competitors. We should see each other more as mentors and creative influencer.
We hear every day about the financial crisis. Has that affected your branch?
I think that the financial crisis is not so big in Germany. I can imagine that in the south of Europe it’s way harder for the fashion designers at this point. But, to be honest, I think that what’s happening here is the exact opposite. People are getting more aware of how shitty big companies are (H&M, Zara and so on). They start buying less but they invest into quality items. That’s very good for the young fashion designers. I feel there is a global change. People turn to ethically made products. This is helping the fashion industry to become healthy again.
Where do we find you?
You can find us at the infamous Sonnenallee 174, in 12059 Berlin, Neukölln. Opening hours Wednesday to Friday, from 13.00 to 19.00 pm.
Last but not least. Let’s ask the expert! How would you describe the style of the Berliners?
It depends on how old those people are, what kind of music they listen to, what kind of ideas they have. And of course on their characters. But I can see a trend that’s a bit Unisex and kind of the grandma style. Girls don’t wear too sexy things. They wear more high waisted trousers and a one size jumper that they probably bought at some flea market. High heels are not cool anymore. In general, I feel that right now it’s stylish to combine 70s and 20s trends. The mixture is very fashionable. Apart from that, there is a big minimalistic, all-in- black scene.
The official opening event at Studio Hertzberg happens today on September the 25th. Find more information right here.
—
Photo courtesy of Lea Strunk.