Sustainability has become an important Aspect for many Designers at VIENNA FASHION WEEK: And while some focus on new organic Materials, here are two labels, that create Fashion from so-called Deadstock-Material from overproduction of past years in europe.
ELKE FREYTAG
In her Vienna atelier, Elke Freytag creates limited-edition pieces for women who don’t want to dress up as someone else, but simply feel like themselves. Clean lines, exceptional fabrics and precise tailoring come together in clothing that moves effortlessly through everyday life with quiet elegance.
Inspired by architecture and the spirit of Vienna, every design begins in the atelier before being crafted in small editions with selected local manufacturing partners. Thoughtful design, refined craftsmanship and conscious production are at the heart of the label.
ELKE FREYTAG believes fashion should never outshine the woman wearing it. Instead, it should enhance her personality, allow her to move freely and remain relevant long after trends have passed.
picture Credit © Sigrid Mayer
FRÖHLICH
FRÖHLICH stands for uncomplicated, timeless, and comfortable women’s fashion: It’s a constantly growing collection produced in small batches. The pieces are lovingly hand-cut and sewn in Vienna in social enterprises. The fabrics come from European overproduction of past years—so-called dead stock material. Sometimes, beautiful vintage fabrics can also be found among them.
Some of the garments in their collection are marked with the name SINGULÄR: Sin|gu|lär stands for the uniqueness of every garment. The fabrics are hand-dyed, printed, and embroidered. A deep love for craftsmanship and fine details, as well as the combination of colors, shapes, and textures, characterize this secondary line. No two pieces are exactly alike. A favorite, a one-of-a-kind piece, a truly unique item.
Picture Credit © Mai Tuong
ATELIER SNOW
ATELIER SNOW was founded with the goal of creating unique and sustainable formal wear: Focusing on natural organic fabrics, such as organic silk, cotton, and Lyocell, with an emphasis on local production, as well as striving to be as sustainable as possible in every aspect of their clothing, and to work in an ethical manner to reduce the impact on the environment and planet, from design and materials to manufacturing and packaging. ATELIER SNOW avoids overproduction – Instead of producing entire collections on a speculative basis, ATELIER SNOW manufactures pieces in limited quantities—pieces that easily integrate into our daily lives, enhance wearability, and thus bring joy to the wearers for longer.
Their new collection showcases pieces, that were previously wedding attire, and have been remade into new looks that are also suited for other occasions. For the Atelier, personalized collaboration with customers are of high value: This can range from creating a custom design to recreating one of their previous ones. ATELIER SNOW believes in the importance of educating future wearers about the positive impact that ethical and sustainable shopping can have, and encourages them to adopt a new approach to buying clothes. The goal is not only to create beautiful and elegant dresses, but also to do so in a sustainable way. It’s a long and difficult journey, but Atelier SNOW is committed to this cause and proud to play a part in driving and shaping positive change together with their customers.
Because in the end, many small changes can make a big difference.
Picture Credit © Markus Zigelwanger
