How does limo incorporate upcycling into its fashion design process, and what unique challenges does this approach present?
For the limo products, I only use remaining stock from the textile industry, as well as production samples and unsold or returned goods from German manufacturers. This means that I can only get very little of certain materials. This, of course, affects the scalability of my business model. I thought for a long time about how limo can still offer consistent quality in the online shop.
That's why there is the so-called Pure Collection of black and white, light blue, and dark blue pieces, because I know that the material is always available (with only small differences in quality).
The limited editions are created from the material, which is available in special colors or very small quantities. They are very exclusive and sometimes available in very small editions of 5 - 10 pieces.
But that also has something positive, because I don't have to artificially create a shortage. Desire automatically arises when you want something that is only available in very small quantities.
How do the principles of slow fashion influence the overall design and production strategy at limo?
I design modern, elegant, high-quality clothing that lasts a long time and outlasts fast-moving fashion trends. I pay attention to using as few resources as possible during production.
Just recently, I read this quote: “Longevity is the most beautiful form of sustainability”. In principle, I'm interested in producing clothing that is not only based on sustainable resources but is also worn for as long as possible.
I also still produce a lot of things to order. This means that the customer has to wait 10 - 15 days until she receives her item of clothing. When I have small series produced, they are usually really very small series of 20 - 50 pieces.
In the quest to upcycle and produce ethically, does the aesthetic part of your design process take a back seat, or how do you balance it with sustainability?
The upcycling process largely determines the design process. The design of the limo products doesn’t start with a mood board or a vision for a collection. The first design was a piece made of a men’s shirt in the front and a men’s pullover in the back. I moved the button placket of the men's shirt to the right sleeve. The top part has an interesting closure, and the mix of materials between the front and back parts has been emphasized.
The design process usually starts with the material that is available from my partner companies. I start by arranging the colors of the shirts, and then I specifically look for suitable material on the various deadstock platforms. I even use leftover sewing thread when possible. Sometimes this means that the sewing thread on the inside doesn't match the fabric 100%, but that doesn't bother me - and I hope it doesn't bother my customers either.
What sustainable materials do you prioritize in your designs at limo, and how do you source them responsibly?
As already mentioned, I only use leftover material, but not any kind of material. I make sure that the material used consists of 100% natural fibers. I mainly work with cotton, but also wool, silk, linen, and viscose.
We can’t upcycle infinitely, so what measures does the brand have in place for end-of-life disposal?
Around 120 billion items of clothing are produced worldwide every year. About every tenth piece remains unsold. In Germany alone, several 100 million pieces of unnecessary clothing are produced every year and, in many cases, end up in landfills. This means that there is currently so much excess material that, unfortunately, I don't have to worry about it yet.
If, at some point, there is no longer any surplus material that I can upcycle, there are many other ways to sustainably obtain material. There is currently a lot of research being done in this direction, and there are incredibly exciting developments. Nevertheless, I would like my clothes to be worn for as long as possible - perhaps even inherited. But of course, in the future, the material should be designed in such a way that it can easily be returned to the cycle. It should not contain any toxic chemicals or chemical fibers.
Are there any recent innovations in sustainable materials that have excited you or that you're looking to incorporate into future collections?
I really like silk. It feels wonderful, looks elegant, and has outstanding thermal properties. But, of course, from an ethical perspective, one could say that it is not entirely sustainable. Recently, I heard about a material made from milk that has almost exactly the same properties as silk. I would really like to try that out - but only when there is no surplus material left.
Do you envision a massive adoption of slow fashion to eventually relegate fast fashion?
Yes, of course! This is absolutely nothing new. About 50 - 100 years ago, everything was slow fashion.
I'm not sure whether the terms "fashion" and "slow" even fit together, since fashion is always something that changes. But, of course, the question is how quickly it has to change. But above all, it's about attitude. Our society is characterized by a constant urge to consume. Unfortunately, the feeling of satisfaction is very short here. I hope that we can decide more consciously what we buy again. If we buy clothes that we like to wear often, sustainability almost comes naturally.
A customer once wrote me the following message: “I thought about whether I really wanted the dress for a week, and now I ordered it from the online shop.“ I couldn't have wished for anything more beautiful. This is exactly the kind of buying behavior I want to evoke with my fashion. limo stands for “less is more”: fewer resources - more style, and more quality.
