At the Greenshowroom, which is part of the Fashion Week in Berlin, we presented our elegant CARPASUS dress shirts made from organic cotton to the world of fashion and media, for the first time ever. In this blog post you will learn more about the feedback we received from the press, our catwalk premiere, vegan fashion and you will get a privileged insider look behind the scenes of the fair.
Our first appearance at Europe’s most important fair for sustainable fashion
The 160 international labels at the Greenshowroom and the Ethical Fashion Show stand for sustainable, fair and stylish fashion. The trade fair duo forms Europe’s most important event in green fashion and is part of the Mercedes Benz Fashion Week Berlin. From 8th to 10th of July 2015 press, buyers and experts in fashion gathered at the Postbahnhof Berlin to catch up on the latest trends and make new contacts. For the first time amongst the exhibitors this year: CARPASUS.
We had the chance to show our sustainable dress shirts at the Greenshowroom along with 34 other handpicked brands. The showroom combines zeitgeist, design, premium quality and sustainability and represents fashion in the premium and lifestyle section. All labels must meet numerous criteria in terms of ecological and social sustainability and transparency. The fair integrates premium quality, classy branding and sustainability and therefore matches perfectly with our philosophy. It was an excellent opportunity to present our CARPASUS ‚Classic‘ Collection to international guests from the world of fashion and media during those three days.
Numerous magazines reported on the newcomer CARPASUS from Switzerland already in advance. Olaf Schmidt for example mentioned CARPASUS in different interviews. He is Vice President Textiles & Textile Technologies of Messe Frankfurt GmbH, which organises the two fairs. In an interview with Good Impact Olaf Schmidt referred to CARPASUS as one of his favourite labels for this summer. In addition, BONSUM Magazin crowned us as their „favourite brand“:
„They show innovation, style and for them sustainablity is self-evident“ – Bonsum MAGAZIN, 08.07.2015
A privileged glimpse behind the scenes
When you hear „Fashion Week Berlin“, you might think of catwalks, models, champagne, glitz and glamour. But for that to take place, quite a bit of work and less glamorous moments are required. One day before the fair began and right after our arrival in Berlin, the booth had to be assembled. Unpacking, arranging, changing. To look flawless, the shirts called for one last round of ironing. We are well-trained by now and luckily, the CARPASUS shirts are easy-care so the ironing of 16 shirts was done quickly and without any fuss. The bigger problem was the perceived 45 °C heat in the exhibition hall… So a cool beer came in handy!
Newcomer CARPASUS attracts great attention from the press
During the three days the newcomer CARPASUS attracted overwhelming attention from buyers and the media. We had the chance to explain our philosophy and give numerous interviews to journalists, bloggers, and other media representatives.
The visitors who came by our booth were not only from Germany, Austria and Switzerland, but also from Finland, the Netherlands, France, Poland, India, Japan and even Brasil! On Sunday after the fair CARPASUS had already appeared in the Brasilian edition of the GQ – one of the biggest and most successful magazines for men’s fashion, style, living and culture. The visitors and journalists were particularly impressed by the stylish appearance, premium quality of the shirt and fabric, our holistic approach to sustainability and transparent information through our Traceability Tool. For example, the second biggest Berlin daily newspaper Tagesspiegel wrote:
„The Swiss newcomer Carpasus promises the ‚perfect dress shirt‘ made from fair organic cotton, while the transparent supply chain and the open communication are key. Through a sewn-in code in each shirt, the whole production process is traceable on their website up to the profile of a seamstress, who eventually tailored the shirt.“ – Tagesspiegel, 09.07.2015
Vegan fashion as a hot topic
Excellent presentations and workshops on various trends and key themes were held during the fair, for example Fair Trade and fair working conditions, „Wearable Technology“, sustainable and transparent supply chains or vegan fashion. The latter topic got special attention.
On the second day of the fair, vegan fashion was a debated hot topic in an animated panel discussion. We also noticed a strong interest in our elegant shirts from specialised vegan shops and magazines at our booth. Although we are not vegans ourselves and rather promote animal welfare and conscious consumption, there is good news: in general, our sustainable CARPASUS shirts are also vegan. Yet, the collar stays are made of galalith, a material based on milk. However, they are easily removable and at the moment we provide a vegan option together with Veeconomy. We are evaluating new materials for the collar stays so that soon we will be able to provide a shirt which is also 100% vegan.
CARPASUS as the only men’s label on the catwalk of the Salonshow
Chosen eco-fashion labels showed their collection for summer 2016 on the catwalk of the Salonshow at Postbahnhof Berlin. 70 high-fashion outfits were presented to the exclusive guests from fashion, politics, business, film and media. Out of the 70 outfits 69 were worn by women. CARPASUS stuck out as the only label for menswear on that catwalk!
„Meanwhile the men move more into focus. For the first time, the young label CARPASUS presented sustainably produced stylish business dress shirts – the perfect men’s shirt, so to speak. At the moment only available locally in Switzerland – but definitely belongs to Berlin!“ – MyStyleSpotHunter, 14.07.2015
As the only man among young and beautiful ladies, the male model proudly wore our CARPASUS ‚Classic White‘ shirt on the catwalk. Except from the shirt he only wore socks and boxers (here’s the video – our model is on at 11:05). With that particular look we wanted to lay the focus clearly on the shirt and highlighted what we offer: sustainable shirts for men with an eye for quality and style. We definitely caused some stir in the world of fashion:
„A little bit surprised was the audience by the presentation of the label „Carpasus“, which produces classic slim-fit dress shirts. The presentation of the shirt on the male model was complemented by tight underwear only – much to the delight of the female visitors.“ - Superior Magazine, 10.07.2015
Successful conclusion for CARPASUS in Berlin
Our presentation at the Greenshowroom and the catwalk premiere were a success. The Fashion Week in Berlin was an ideal platform for introducing our sustainable shirts and philosophy to an international audience. The feedback from the media and buyers was very positive and we could establish countless new contacts.
The big interest in CARPASUS confirms that the range of sustainable and stylish menswear is still very small. The words of Christian Adelsberger, purchasing manager of Kastner & Ohler and Olaf Schmidt from Messe Frankfurt GmbH prove that our approach and vision of sustainable fashion are the right ones to go with: the combination of style, quality and sustainability.
„It’s fashion. And this is important. No one buys a product only because it’s sustainable. There are few who actually do that, but it’s the fun that goes with fashion, people should buy it because it looks great and because they feel good in it, that’s the point.” – Olaf Schmidt interviewed by Fashion Street Berlin, 12.07.2015