Last month, we relaunched BREDDY'S. With a completely revamped concept, a new production partner, and a significantly reduced team—but with tremendous joy and even more energy than ever!
We didn't make this decision lightly. Last summer's collapse placed us in an extremely difficult personal situation. We had always been successful in securing continued financing for our company in recent years. Until now, commitments from financing partners had always held up. As we have done so many times before, we had raised all available private funds, wherever possible, to ensure our continued existence until the expected cash flow. Unfortunately, it didn't work out this time.
We've certainly made mistakes and decisions whose impact we didn't properly assess. "Entrepreneurial entrepreneurship" is what defines us. We're proactive and seek out opportunities, take risks, and consider opportunities every moment. Every entrepreneur makes good and not-so-good decisions. We have to bear the consequences ourselves. Nevertheless, not everything is our own fault; the massive shift in the clothing trade toward ultra-fast fashion and the willingness to consume after the coronavirus pandemic were challenges that brought even larger and stronger market players to their knees.
Now we start again.
BREDDY'S is a matter close to our hearts. BREDDY'S is a clothing concept that not only serves needs and solves problems by perfectly supporting all everyday activities. It's not just a product that is fairly manufactured and developed from the most innovative materials of our time for long-lasting wear and a minimal ecological footprint. With BREDDY'S, we have also set out to make the clothing industry a little cleaner. We can only do this if we stay on the ball, even after difficulties, and never tire of finding ever better solutions for a sustainable design of our industry. BREDDY'S is a counter-concept to the consumerist madness currently prevalent in the fashion industry!
Not only our customers have encouraged us
The sheer success of our sales alone made us realize that BREDDY'S Pants inspire a fan base that truly stands behind the product. The sales were a huge success and exceeded all expectations and estimates. But it wasn't just the monetary sales success that motivated us. We received a lot of encouraging feedback, the message of which was very clear: We should continue with this wonderful project and not allow ourselves to be discouraged by setbacks. Our BREDDY'S as a product and the way we produce and distribute them has clearly inspired many people.
Clothing industry needs alternatives
A look at the current development of the fashion industry, however, provides further reason to continually offer sensible alternatives to the prevailing system of "ultra-fast fashion." Cheap goods, manufactured under dubious conditions in production countries in the Far East, Africa, or South America, continue to dominate the market. The quality of the products offered on the market is declining, and the wear life of these products is constantly decreasing. Often, items of clothing are bought for just a weekend or an event, then not worn again, and soon disposed of. More and more clothing is being produced for the trash. The mountains of garbage in Ghana, Kenya, and Chile are constantly growing, thus becoming an ever-increasing problem. Many consumers are neither aware of the environmental damage these processes cause, nor do they consider possible alternatives. Rather, they see themselves in a situation without alternatives: "Where else am I supposed to buy clothes?" The large manufacturers and retail chains that are driving this development have little to no incentive to change the system of overconsumption. The system is established and extremely profitable. Only a change in the legal framework could stop it.
Serious changes to the system come exclusively from small brands and companies. It's up to them to develop a different approach to the product fashion and ultimately build meaningful alternatives to the fast fashion industry. With BREDDY'S, we are part of this development. We will continue to work intensively on the further development of the product and the manufacturing processes. Our goal is to inspire customers and deliver a clothing product that brings joy in every respect. A product that can be worn happily for almost any occasion and with a clear conscience. A product that conveys positive values.
Be part of a positive development in the fashion industry
We believe that the number of people actively contributing to the sustainable development of our environment and our society grows every day. The greatest contribution each of us can make is through our own consumer behavior. Markets evolve through supply AND demand. As demand for sustainable products steadily increases, supply will also change accordingly. This way, everyone can decide for themselves what their contribution should be.
We have decided that we want to continue on the path of sustainable development in the clothing industry with great energy and great joy and invite everyone to join us on this journey.
