Ade Velkon

THE DESIGN & PRODUCTION

We create a story for each collection we develop. The story inspires us in a visual and emotional way and every single collection we send a woman on a journey. We let her cross mountains, dwell on windy lonesome beaches or persevere on a misty cold cliff. She is our traveling spirit and subordinated her journey stands for an emotional process and a strength.

We primarily design for women, yet a third of our collection has quite a strong androgynous hint and we like to get in line with the current design direction. Gender across fashion pushing the market and we support this development of course. A lot of elements spring from the art of tailoring, which we consciously apply. This way it never appears strict and is combinable with other styles.

Our main style elements come from the sports world, men tailoring and the unisex minimalism of the 90ies. We call our design “The new elegance”. It is a sophisticated and nobel design; for eager modern women.

All our fabrics are purchase from european traders. We buy mostly dead end material and support the sustainable aspect of using up material. Also we take care about an efficient pattern making to produce as little waist as possible. This combination of pulling resources and making material efficient patterns is beneficial to our price segment and stands against the mass production dumping prices. In this sense we are sustainable in our design and production.

THE DESIGNERS

Californian designer Molly McDonnell studied fashion design at FIDM in San Francisco. After a 2 year intensive program she finished with a degree in associate of art. She acquired professional skills as a tailor and more and more defined her signature as a designer in those years. A few month later she left the states and moved to Berlin to work for a designer and later for a production company. The last 4 years she worked as a freelance in house tailor for a local Berlin street wear label.

Kathrin Kaiser, born and raised in Austria, graduated from University of Applied Arts in Vienna with a degree in experimental art. Half year later she moved to Berlin and started working for an international accessories label. She was positioned as Head of External Communication and Head of Graphic Design. Since 2014 she is part of the creative agency I-AM-STUDIO and works part time as managing director and designer. Together with Molly, Kathrin develops the designs and focusses mainly on the art direction and management of the brand.