Back to overview

Industry news: FCG German Sustain Concept

Winners of the German Sustain Concept

In 2019 the Fashion Council Germany launched the mentoring programme German Sustain Concept to promote the next generation of German designers and commitment to sustainability. The programme will provide coaching and advice for the young fashion brands Lara Krude, Often, Phylyda and Working Title over a two-year period.

February 2019

“Sustainable fashion is important because it completely rethinks the conventional approach to how fashion is produced and traded. To do so it needs designers who try out all the options in order to find the best way forward, firstly for themselves and then for the fashion industry [...]” says Melissa Drier. The fashion journalist and consultant is also a member of the eleven-strong jury who selected the participants for German Sustain Concept. The sought-after mentoring programme promotes young German designers by helping the selected fashion labels and designers to develop their sustainable business models. The goal is to pave the way to a successful future by providing individual business support as well as multi-stage coaching in the disciplines of sourcing, distribution, marketing and business.

Often by Ashley Marc Hovellea
The Berlin-based menswear designer Ashley Marc Hovellea creates clean-cut, timeless premium essentials from jerseywear and knits which he gives a new meaning with striking, often ironic prints and illustrations. The eco-fair menswear collection focuses on organic fabrics, natural colours, environmentally friendly manufacturing processes and GOTS-certified production sites in Europe, specifically Portugal and Germany.

Lara Krude
Before launching her own label in Hamburg in 2018, fashion designer Lara Krude worked in Milan for several years for the luxury brands Ports 1961 and Ports V. Her name is synonymous with excellent tailoring, a wide, Asian-inspired cutting technique, top quality materials and expressive, painterly prints. In 2018 she won the renowned “Designer for Tomorrow” award with a capsule collection for the label Joseph Janard at Peek & Cloppenburg, which impressed both the jury and the host, Stella McCartney.

Phylyda by Lydia Maurer
Before establishing her own premium swimwear label Phylyda in Berlin in 2016, the fashion designer Lydia Maurer worked for international luxury brands such as Yves Saint Laurent, Rue du Mail, Givenchy and Paco Rabanne. Her vision sees her swimwear “celebrating every body from petite to plus-size” with lush colours and sensuous styles that protect, support and embrace, rather than restrain, the female figure. Tops and bottoms are available separately to suit each woman’s style and silhouette.

Working Title  by Antonia Goy & Bjoern Kubeja
After working together successfully for many years, fashion designer Antonia Goy and architect Bjoern Kubeja launched their own fashion label in 2018. Here, exquisite tailoring meets timeless elegance and sustainable, enduring design. Working Title uses only the finest natural materials such as mulesing-free wool, cashmere, organic silk, organic cotton and Tencel from certified European manufacturers and rejects manmade fibres in order to minimise harmful residues through wear and disposal. The collections are manufactured in Germany, Italy and Poland.

The programme is initiated by the Fashion Council Germany under the auspices of the Federal Ministry for the Environment, Nature Conservation and Nuclear Safety (BMU) with partners Neonyt, the global hub for fashion, sustainability and innovation of Messe Frankfurt, Bikini Berlin and

#Sustainable fashion #Eco-fair fashion #Mentoring programme #Sustainable Design Award #Fashion design #Sustainability #Berlin #Germany #German Sustain Concept #Fashion Council Germany #FCG

Find out more here:
German Sustain Concept
Homepage des Fashion Council Germany

Foto Credits: ©Brix and Maas


  • Industry news
  • Sustainability