Bavarian collab power: Contemporary fashion brand Drykorn hooked up with streetwear label Distorted People for a menswear capsule collection that has just been released. We talked to Drykorn’s CSO Marino Edelmann about the need for another collaboration and his view on the fashion market.


There’s an overflow of collabs in the market. Why another one?
It gives both brands the chance to focus on new developments, to approach new customers and to show the potential of both collections.

Look from the Drykorn x Distorted People collab
Photo: Drykorn
Look from the Drykorn x Distorted People collab
 

What’s the biggest (business) challenge for Drykorn at the moment?
First of all, our strength always was to see potentials not challenges. At the moment the shift within the industry from retail to online as well as a customer who has high expectations regarding speed and innovations are major topics.

 

What are the key aspects when it comes to build a brand?

A brand is always something a customer wants to rely on. As a brand your propositions and your values have to be clear and outstanding. The challenge is to clearly define your values and put all your effort in telling your customers and employees about it.

 

Look from the Drykorn x Distorted People collab
Photo: Drykorn
Look from the Drykorn x Distorted People collab

What’s your advice for multibrand retailers these days?
First and always focus on your customers and their demands. Don’t try to shift your business to any platforms and get caught up in a battle you can’t win. There is a need for retailers that know how to serve the demands of customers and celebrate the best possible service.

 

Look from the Drykorn x Distorted People collab
Photo: Drykorn
Look from the Drykorn x Distorted People collab

What’s in the pipeline at Drykorn?
We will definitely work on our speed. We already introduced summer and winter drops on the women’s collection to offer more ready-to-wear options for our customers in order to be closer to the market. We try to think more in delivery windows and topics to make it easier for our customers to highlight the Drykorn looks in-store. This is a big effort that takes time as the challenges towards sourcing and product development are inevitable. But we started to walk that path and we are getting better day by day.



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