The ambition

Anja Walner is a new fashion label based on eco-tailored men clothing. Anja noticed, since the industrialisation era, manufacturing of clothes has become extremely cheap, exploited and therefore undervalued. With the take against the contemporary problem on excessive consumption, clothes today are made to be thrown away “like a condom”, teaching young consumers that fashion has no value.

Anja’s fashion statement: Upcycling ‘fast fashion’ to reduce waste and pollution. Her challenge as a fashion designer led her to reuse textiles from their old context and rearranges them to create something unique and exclusive.

The process

The visual identity was only a small part of the whole framework which can be adapted to other services, as well as one that can evolve in unison with the label’s expansion. Working predominantly in the fashion sector meant that a high-end aesthetic was required. This was reflected by the use of premium recyclable materials with a mix of tactile print processes. Marketing plans such as private shopping and curated pop-up events could be organised to boost the label’s presence in Berlin’s fashion scene.

The result

A label with a sustainable long term strategy. It offers a very good opportunity for small labels such as Anja Walner, especially those who produce their own goods, to distinguish themselves from competitors.  

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