One becomes three: German clothing brand Khujo mainly known for its outerwear presents a new assortment structure and stylistic language.

The original Khujo brand, founded in 2001 by Hamburg native Tobias Schröder, that used to unite all product categories for men and women under one roof, is now split into three: starting with the fall/winter 2020-21 order buyers were presented Khujo, Zwölf by Khujo and Khujo Genuine.



Khujo
Khujo now focuses on the core product outerwear with jackets, parkas and coats for men and women, for winter circling around sportive yet contemporary puffers with technical details, featuring a cleaner, cooler style with a premium attitude. Still, retail prices remain accessible and range between €99 and €239.

Zwölf by Khujo
Zwölf (German for “twelve” and playing with the numbers of the founding year 2001) by Khujo unites the full collection offer for women including knits, tees, blouses, dresses and pants. It’s split into three lines: “Brooklyn” with a street and sportswear approach, “Los Angeles” with denim at the center, and “Austin” with rather feminine outfits, each line with about 70 pieces and retail prices around €99 for knits and €89 for denims.

“With this division we create a flexible offer that puts style into a clear system,” Schroeder explains.

To further develop a coherent style language for Zwölf and to expand the ladies’ business former &OtherStories designer Kirsten Wearne was hired about a year ago in the newly created position as division head of women’s collection.

Khujo Genuine
Khujo Genuine works as the male counterpart: a 70-piece full collection for guys with tops and bottoms with urban casual and contemporary looks. Retail prices vary from €79 for hoodies and €89 for five-pocket jeans.

All three sub labels present a main collection per season divided into two deliveries.
Tobias Schröder, founder & managing director, Khujo
Photo: Khujo
Tobias Schröder, founder & managing director, Khujo
“I felt that it was time to modernize the look of Khujo to make it more desirable again and by dividing it into three sub labels create a very clear brand structure to build a strong competition against other outerwear specialists,” Schröder sums up.

According to the Khujo boss the brand serves about 600 clients in Europe with key markets in Germany, Austria and the Netherlands. “We are strictly a brand for independent retailers,” the brand founder says–with no desire to open monobrand stores.



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