Lateral Thinker: Interview with Alexis Fernandez Gonzalez
Switching to a more sustainable system is one of the biggest challenges in the industry. What is your forecast, can fashion ever really become sustainable?
In my opinion, fashion can never be 100% sustainable and the concept is taken out of context when it comes to everyday use and is often misused and applied in the wrong way. A piece of clothing consists of many single parts and in order to guarantee its sustainability, you would have to verify every single part and additionally verify the working-conditions that it has been produced under.
What impulses do you think should be set in this regard?
As a consumer, consciously buying regional products is an important step, as well as one of the few ways in which to ensure that the product you are purchasing is transparently produced. The consumer has to be aware, that products from regional production are much more expensive. One cannot expect the same prices as those usual for an international fashion retailer that has a large chain of stores.
What do you in turn expect from end customers?
First, more awareness on behalf of the customer on what their demands on the fashion industry are and second, a thorough understanding of the matter: for example, a fur coat that was handed down from a previous family member and can be re-tailored, can be seen as being more sustainable than a fake-fur piece that is made from biologically non-degradable material that puts a huge strain on the environment, and is thrown away after one or two seasons.
Moreover, one has to be aware of the fact that not everything is for everyone and many people simply can’t afford products made from sustainable production.
Redesigning your store in Vienna’s Neustiftgasse has caused you to bring about a change in your product range ...
This trend has been developing for years: nowadays, customers not only have their eye on design when it comes to the clothing in their wardrobe but also when it comes to the interiors in their homes and working spaces. The concept and product range of the store was adapted accordingly.
Which new labels and designers can customers expect to find?
In terms of fashion, they will find many great local designers such as In or Near, Kalissi, and Vandalsky. We have recently added Pietboon, Lucie Kaas, and Augarten to our range of interior design brands.
The promotion of young talents, such as Katharina Schlegl’s couture line KMOJE, has been one of your passions from the start - how di cult is it for young labels to produce sustainably?
Very di cult - it is primarily a question of cost! Sustainable domestic production is so much more expensive and this is reflected in the sales prices. Here, we also look to the end customer as being very much in demand when it comes to his role as a distributor.
