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Bernd Claude Hausmann is the founder of glore and has owned glore Nuremberg since 2006. The name glore stands for globally responsible fashion, and as the name suggests, glore's fashion stores offer a selection of fair fashion, organic cosmetics, and lifestyle products. The focus in selecting products is on sustainability, not only in terms of the use of resources, but also in terms of fair working conditions during production.
Can you briefly describe who you are, what products you offer and what role sustainability plays in your company?
We are a retailer who decided 15 years ago to sell only sustainable fashion. At that time, the market was full of natural textiles, but there were hardly any brands that catered to current fashion trends and young customers. In the mid-2000s, more and more young brands and designers began to focus on sustainable fashion. Veja and Armedangels are two examples. We wanted to bring these brands together and sell them in one place. We now do this in 12 concept stores in the DACH region.
What developments in fashion and sustainability have you observed in recent years, and where are they heading? Specifically, in terms of consumer behavior and the importance of fair fashion and sustainability in purchasing decisions?
The topic of sustainability now permeates all areas. Aldi and Lidl have a wide range of organic products. Large textile retailers such as H&M and Zara are increasingly talking about sustainability. For many customers, this topic plays a major role in their purchasing decisions, and fair fashion is becoming increasingly popular. At the same time, fashion creates identity; by that, I mean that a hip-hopper would never wear tight jeans. Sustainable fashion is very well positioned in many segments and is occupying an increasingly large part of the market. Veja has become a globally known brand. This means that every sneaker lover and sustainability fan can buy the right sneakers. The trend is definitely moving towards these brands. However, we need to create more segments with good brands in our industry. We have to do our homework. Customers are ready to switch.
What are the biggest challenges you face as a fair fashion provider? For example, in terms of pricing or the supply chain?
The biggest challenge is that we have too few truly well-known brands. The industry is relatively young. Most brands are no older than 15 years. Therefore, we have to build brands and tell our customers the enchanting stories behind these brands. There is a lot to discover there, but it is, of course, a long road. Prices and supply chains are currently under extreme pressure. One small advantage of our industry is that we
We often have long-term purchasing agreements with organic cotton or rubber producers. Furthermore, many of our brands produce in Portugal and are therefore less affected by the expensive transport conditions in Asia. However, small brands in particular are suffering from the current developments. It's extremely challenging for many start-ups, and unfortunately, some have had to fold.
"Greenwashing" is becoming increasingly prevalent, and not only in the fashion industry. Do you have any specific tips for our customers regarding fair fashion and sustainable shopping? How can I recognize sustainable clothing? Are there, for example, specific certifications? What should consumers consider when choosing materials?
Absolutely. Greenwashing is the new favorite pastime of major brands. In the textile sector, I recommend paying attention to certifications like the GOTS standard or the Fair Wear Foundation. I also find it very trustworthy when brands transparently state where they produce and introduce their manufacturers and seamstresses. With many of our brands, customers can track the entire supply chain via a QR code. When it comes to materials, I recommend good old organic cotton, hemp, and linen. Cotton is now also available in recycled form and is often blended with regular cotton.
Mud Jeans is a brand that works extensively with this material combination. Secondhand styles are the least water-consuming and resource-intensive, and also the most affordable. It's also always worth reorganizing your closet and considering what goes together. "Capsule wardrobe" is the buzzword here. Some old styles can still be combined well with new ones, so you don't always have to buy a completely new outfit.
Would you like to learn more about Glore or perhaps even find your new sustainable favorite? Then visit the glore website.
Have you already seen our new ECO collection, MAWA C-Cycle? Our new favorites are made from renewable raw materials and are not only impressive because they're particularly sustainable. They're also in no way inferior to our other MAWA hangers in terms of design and functionality. Curious?
Is sustainability as important to you as it is to us? Read more about sustainability at MAWA here .
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