Future Fashion Spirit: ee12

A new generation of designers challenges the traditional fashion system with ‘less, but better’, a season-crossing script and other sustainable solutions that form the starting point for innovative concepts. The Danish ee12 thus not only consciously chooses high-quality design that lasts for years, the young label also wants to make a difference with a new method of sales.

Ee12 does not present itself at fashion fairs, and shops cannot purchase the brand. Instead of that, events are organised where designer Pernille Engbirk explains her collection and, if desired, gives personal advice. The invitees can try on the clothes and, after having made a choice, 50% of the price will be deposited. Two months later – after the remaining balance is paid – the customer gets the items delivered to their home. Thanks to this method of sales, only the garments that are actually sold will be made, and ee12 maintains a minimal stock.

Outside the events, a visit can be made to the showroom in Copenhagen during certain periods by appointment. The desire to produce sustainably is deeply anchored in the DNA of ee12, and the production takes place in Europe as well, preferably as close as possible to home in order to minimise shipping distances. Ee12 produces two collections per year and makes use of natural materials like wool, silk and cotton or synthetic fabrics that can be recycled. The concept was conceived by Amalie Engbirk Friis, who was educated in Performance Design and Communication at Roskilde University and next to her work for ee12 works as a sales representative for Acne Studios. Pernille Engbirk studied at The Danish Design School and had a label under her own name for six years. Anyone who is in Copenhagen on 26 February can view the new collection during the first event for S/S 2015.

For more info: info@ee12.dk or 0045 28733363 ee12.dk

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All images: ee12 F/W 2014/2015

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