INTERVIEW #68 KLUE CONCEPT
Based in: Paris
Founded in: 2019
Founded by: Aysen İmamoğlu & Kevin Dassaud
Stores: https://www.klueconcept.com/, Shipping worldwide and available in different concept stores in EU and USA.
Price range: 7 euro - 50 euro
Instagram: @klue.concept
Welcome to A Sustainable Closet! Please tell us more about KLUE Concept, who are you and why did you start your brand?
I’m Aysen the cofounder of the KLUE Concept. I was born into a jeweller family and that played a huge impact on my passion for accessories. Even as a little girl I’d see my father design jewelleries which he turn into reality when manufacturing. He is someone I look up to and he inspired me to create my own brand. Also, as a fashion lover I started my career as a fashion buyer at Harvey Nichols and La Galeries Fayette. While working in this position, I realised that I enjoyed accessories the most and I got inspired by colours so I wanted to bring both of them together to create a colourful and peppy world for people to enjoy themselves.
We refer KLUE as the simplest form of self expression through playful colours which makes it the colourful concept brand we are today. We focus on sustainable and unisex accessories, offering joyful and peppy socks, beanies, jewellery and many more. At KLUE we focus on essentials to remain sustainable.
What is your sustainability profile?
All designs are manufactured in Istanbul at OEKO -TEX Certified and BSCI A Rated Ateliers, whom preserves an earth- friendly manufacturing process ensuring ethical working conditions where employees rights are met. We produce in low quantities based on a slow fashion mindset. We are transparent regarding the materials we use.
What products are you selling and why?
We wanted to produce daily essentials because simply everyone needs them and we wanted to make it more sustainable than what is available on the market.
Our joyful daily essentials include:
Peppy socks offered in 14 different solid colours with soft ankle band. KLUE Solid Socks are made from 80% Aegean Cotton, known for its strong and smooth threads sustaining high durability.
Beanies available in 8 colours and 2 different designs are knitted with using a wool acrylic yarn for a soft, comfortable texture known for its great trapping heat, colorfastness and endurance.
Our soft scarfs that are also knitted with the same textile as the beanies and are available in three solid colours.
We have our specially designed Abstract collection which we used only 100% Raw Cotton to maintain our eco-friendly attitude. These authentic designs were created by a UK based female design artist exclusively for us. This collection offers 2 sizes of tote bags and 2 sizes of scarfs (small and big) and a clutch.
Last but not least our authentic jewellery pieces which are made of 24K Gold Vermeil applying 3 microns of layers of gold onto recycled sterling silver providing long-lasting, high quality jewels. Manufactured at our family owned Jewellery Atelier in Istanbul where fundamental working conditions are met. Environment, mining safety conditions and human and labor rights are respected. We carry abstract forms and essential, timeless designs which shape our brands DNA.
Who is your customer?
Who loves to express themselves with colours and cares about sustainability.
What are your goals and ambitions?
We’d love to open a physical store to reflect KLUE’s colourful world where customers can also experience in with different workshops that we will provide to grow our community. Also, we would love to expand our colourful product portfolio with more responsible and recyclable designs. Because we believe there is always a space to improve ones sustainability work.
From a sustainability perspective many claim we don't need more new fashion brands, what is your view on that?
We believe that more ideas and perspectives out there in sustainability can help us to achieve UNSDG goals faster and tackle the climate issue. For us in slow fashion there is no trends and we are a season-less brand who believes people will need daily essentials. We follow a sensitive manufacturing guidelines to ensure our waste and harm is minimised. To avoid clothing waste we only produce in certain numbers and keep our collections limited.
What have been and are the major challenges with starting your own business?
Most of the manufacturers are used to fast fashion numbers for minimum order quantity which are extremely high. So finding and convincing manufacturers to produce smaller amounts to limit wastage has been a struggle that we managed to overcome.
What has been and is the largest gain?
I’ve got the chance to connect with so many people from different countries which has added value to my inspiration. Being able to work with artists from different disciplines and to develop ideas, share inspirations, has also been a huge gain. Further, turning my own ideas into reality is such a magical feeling.
What do you think needs to change in the fashion industry to make it more sustainable?
Offering people more durable products so they don’t feel the necessity to buy a new one.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
Since I’m personally passionate about vintage pieces, I found vintage stores exciting. So I recommend shopping from vintage stores and second hand. Also buy only if you need something. Knowing your essential pieces is crucial.
