Last month, a huge party in Berlin marked the launch of SPREAD, a new fashion brand that actively integrates its community into the design process.
With each collection, SPREAD will drop products that customers can then personalize to reflect their tastes. The customization is done through an online "creative toolbox" that includes a range of bold graphics, prints, and embroideries; there are also exclusive artworks designed by artists collaborating with the brand.
As SPREAD Group CEO Julian de Grahl explains: "With SPREAD, we are utilizing our proven made-to-order technology in a disruptive way and are creating a unique, digital fashion and lifestyle brand. At the core of it is our successful USP of personalization and individualization, which is exactly what the fashion world is longing for, including digitalization and sustainability."
The Berlin brand launched with a campaign featuring some of the city's most prominent DJs, musicians, actors, and artists, including German actor Aaron Altaras (who you may recognize from Netflix's Unorthodox) who told Highsnobiety that one of the things he rates most about SPREAD is: "that it has a focus on young and youth culture, and sportiveness and the basics of it." It's that, he says, "that really connects" him to the brand.
SPREAD's ethos of collective creation, Altaras adds, is in line with the vibe of the German capital. "I like to think that Berlin's creative scene is relatively accessible to many people and there is a lot of exchange, and I think that's a good thing."
In terms of aesthetics, the brand's first drop is cool, relaxed, and oversized. Think hoodies, crew necks, T-shirts, long sleeves, sweatpants, and shorts. Everything is produced in Portugal and made from 100 percent organic cotton. Check out the full collection here.
