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Upcoming Brand: Lovjoi

Intercultural cooperation meets local value creation
Riedlingen an der Donau. Here in the south of Germany a young brand has gone back to basics. Lovjoi believes in pure design and natural materials, clothes that are comfortable to wear and long lasting. Clean-styled, organic cotton clothing meets flowing Tencel-made blousons. But that is not all: founded in 2014, this label’s studio, sewing room, tailoring, dispatch and office are located in an old vehicle repair shop – everything under one roof. It is where managing director Verena Paul and her team set an example for regional value creation and intercultural cooperation: the vast majority of the ecologically manufactured fabrics for their collections of women’s and men’s clothing are made in the Swabian Jura. These fabrics are then made into high-quality, choice garments in the company’s own sewing facilities by, amongst others, Syrian refugees. “Their know-how is the basis of our quality”, explains Eliane Willsch, Head of Production.

To create a stronger link between its customers and the products, Lovjoi came up with a quite novel idea. At the Ethical Fashion Show Berlin and also on a little tour of Germany through Eco-Concept stores in Hamburg, Stuttgart und Munich, the label brought consumers in direct contact with production. A part of ‘Close Up Productions by Lovjoi’ visitors could have a t-shirt sewn together in front of them. Lovjoi uses these events astutely to tell the company’s own story with the interactive involvement of its customers engendering identification and authenticity. This has proven very successful – as evidenced by the high number of visitors to these events.

www.lovjoi.com

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