How Browns Is Championing Eco-Conscious Fashion In Berlin

When luxury brands expand in Germany, it is rarely in Berlin. The German capital is far from the country’s financial hubs of Munich, Hamburg and Frankfurt, but it has something more valuable: a raw commerce-averse sensibility that’s often described as “poor but sexy”. People are more likely to be dressed in sportswear and second-hand clothes than the seasonal trends hot off the runway. The city has notoriously attracted “creatives” from around the world due to its low costs and anti-establishment art-world kudos. So why would a luxury retailer open a pop-up in an abandoned supermarket there? Though it may sound like a paradox, the truth is that Browns Fashion isn’t just interested in selling clothes, it wants to tell stories. Read more at i-D.