SIX MONTHS AGO, WE SET OUT ON A JOURNEY OF TRANSFORMATION. WE REFLECTED ON WHERE WE STOOD AND WHERE WE WANTED TO GO, WHAT UNVAIN WAS, IS AND AIMS TO BE. FROM THE FOUNDATIONS OF THE PAST FOUR YEARS, WE ENVISIONED A RESHAPING OF OUR IDENTITY—A METAMORPHOSIS LEADING TO THE REBIRTH AND RECREATION OF SOMETHING THAT ALREADY EXISTED.



THE VISION FIRST MANIFESTED IN OUR REBRANDING. THE NEW LOGO, WITH ITS RIGID FORM REMINISCENT OF A SOLID CONCRETE BLOCK, IS GROUNDED, IMMOVABLE, YET CARVED WITH PURPOSE-REPRESENTING NOT ONLY THE BRAND'S PAST BUT ALSO THE UNYIELDING PROMISE OF WHAT IS TO COME.

THE COLLECTION ITSELF BECAME A TANGIBLE REFLECTION OF ITS ETHOS: TO BREATHE NEW LIFE INTO WHAT ALREADY EXISTS. WE BEGAN WITH MATERIALS RICH IN HISTORY-VINTAGE COWHIDE CARPETS, EACH CARRYING ITS OWN NARRATIVE. TRANSFORMED INTO UNIQUE TAILORING DESIGNS, THE ONCE UTILITARIAN CARPETS EMBODY THE PROCESS OF REINVENTION RIGHT ON THE HUMAN BODY. LIKE THE COLLECTION, THEY SPEAK TO A METAMORPHOSIS, HONORING THE PAST WHILE EMBRACING THE PRESENT. THE RESHAPING OF THEIR SILHOUETTES DEFINES A NEW IDENTITY, WITHOUT LOSING SIGHT OF ITS ORIGINAL CHARACTER.

THE LOCATION FOR OUR LOOKBOOK MIRRORS THIS PHILOSOPHY. FORMER INDUSTRIAL DDR SILOS EVOLVED INTO AN ARCHITECTURAL MARVEL OF CONCRETE, WITHOUT ERASING THE GROUNDWORK ENTIRELY AND REBUILDING FROM SCRATCH. A SPACE SYMBOLIZING THE TENSION BETWEEN HISTORY AND A BREATH OF THE FUTURE, THESE SILOS STAND AS WITNESSES TO THE PROCESS OF TRANSFORMATION.


AT THE HEART OF OUR COLLECTION, WE FOUND TWO WORDS THAT DEFINE OUR CREATION. 'BETON' SPEAKS TO MATERIAL STRENGTH AND ENDURING FOUNDATION. THE CONCRETE STRUCTURES THAT SHAPE OUR WORLD ARE UNBREAKABLE, YET INFINITELY MOLDABLE. THE GERMAN WORD 'BRUT' CONVEYS THAT SOMETHING IS IN ITS NATURAL, UNPOLISHED FORM-INHERENT WITH POTENTIAL FOR DEVELOPMENT. THE COLLECTION'S NAME IS A REFLECTION OF EVERYTHING WE HAVE AIMED FOR SIX MONTHS AGO. IT SPEAKS TO THE TRANSFORMATIVE YET ENDURING NATURE OF OUR WORK, MATERIALS SHAPED INTO NEW FORMS, AND THE PROCESS OF RENEWAL FROM THE EXISTING. THIS IS THE ESSENCE OF 'BETON BRUT.