Childhood friends are ready for the next step with their sustainable brand built on inspiring people to slow down and go offline
With Copenhagen Fashion Week kicking off tomorrow, we speak to forét’s Jesper Finderup and Jeppe Meier about creating a brand based on a sustainable mind — several years before it became a ”trend”.
Born in the small city of Ringsted, a one-hour ride from Copenhagen, Finderup and Meier have a common interest for the nature. They love to slow down and go offline whenever it’s possible, mostly in the weekends.
— One of the reasons we created forét was to inspire other people to do the same, the duo says.
They combined Jesper’s ten years experience from the fashion industry (including a Bachelor in Design and Business specialized in Brand design) with Jeppe’s from the media agency industry (plus a Master in Economics and Marketing) when founding forét back in 2014. Inspired by the French word for forest, the sustainable minds have been a core value to their DNA since day one.
— Our storytelling is authentic, since we are living the brand ourselves. We are not trying to invent the deep plate every season. We do our best to be patient and build our brand step by step with original content and an eye for details, sustainable minds and high quality.
How do you work with sustainability?
— We have worked with certified organic cotton and sustainable minds since our very first collection, several years before it became a ”trend”. Thus not saying that we are saints or doing perfect. We are far from that. But for us its not a transformation or a re-branding process. It’s just two young guys on a journey with the same mindset as when we started — to make slow goods for the journey.
Finderup and Meier tells how important it is to make styles that will keep its relevance year after year and will fit into the wardrobe forever.
— Even though we’ve always worked with recycled packaging and organic cotton in all our sweats, tees, and recently just added it in most of our shirts, sustainability is in our eyes much more than that. All our garments are made in Portugal, by craftsmen with nice conditions. Our design philosophy is aesthetic and quite simple — we avoid fast trends and easy money by providing wardrobe building basics made from high quality fabrics that will last a lifetime. All our seasonal collections always include classic signature styles from our very first collection.
forét just launched their SS20 collection Sunday Safari.
— It’s for the weekend explorers who wants a slice of paradise. Replace your sofa with a journey outside with friends or family. Make your Sunday your own adventure, wherever the roads lead. Forét is your everyday companion whether you are just exploring your local neighborhood or enjoying a day in the woods.
And this week, they will preview the Campfire Club collection for AW20 in Copenhagen.
— It’s our manual to make sure you’re on track with your inner wanderlust. Actually the art of doing nothing. We believe in disconnection. Sometimes you need to disconnect online to reconnect offline.
And the duo have high expectations for 2020.
— Even though we are still a small company we just hired a Sales Manager for Denmark to improve and grow our position in the domestic market. We never doubted our potential and we can slowly start see all of our hard work is starting to make sense. We are entering the UK market for Fall/Winter 2020 and already got some very positive feedback from some of the leading independent retailers. Furthermore we are growing slowly but good on our other markets, such as Sweden, The Netherlands, and France, says Finderup and Meier.
forét is available at retailers like Samsøe Samsøe, Magasin Du Nord, Buksecompagniet, Printemps, Mensroom, Juneshan. Their AW20 is on display at Revolver Trade Fair in Copenhagen Wednesday-Friday this week.