In Gold We Trust turns its gaze to the British market. The Dutch steetwear label is showing at London Fashion Week for the first time
The Amsterdam-based brand In Gold We Trust aims to conquer the British market. To achieve this, the label is showing alongside other up-and-coming designers during London Fashion Week, which is taking place from 13 september until 17 september.
First collection
In Gold We Trust is showing the more exclusive first line of its collection, Franzel Amsterdam by In Gold We Trust. "Featuring custom-made items and our own fabrics and prints," says Victor Fränzel, co-owner of the label. "We hope this collection will be received just as positively as our first show in Amsterdam, during Amsterdam Fashion Week in 2013. This will be our first time presenting ourselves internationally in this manner."
The right time
Fränzel: "We feel that this is the right time for us. There's lots of opportunities in the English market. Right now, there's a lot of interest in young, similarly geared brands such as A-Cold-Wall, Martine Rose and Hood by Air. Creatively speaking, the English market is similar to the Dutch one, where labels such as Filling Pieces and Daily Paper are generating a lot of attention. And Dutch brand Patta has a store in London that is doing well, indicating that people are definitely interested in this segment over there."Paris and Pitti
In Gold We Trust has had international ambitions for a while now, actually. Last summer, they organised a showcase at a showroom during Paris Men's Fashion Week. Fränzel: "The response was excellent, so we'll be heading back there in January. And we're also working on a spot at Pitti Uomo."
Sold out
Things are going swimmingly in the Netherlands as well, says the succesful entrepreneur. "We are off to an excellent start this season. Our fall collection has been out for three weeks now, and some of the items are already sold out. Like the 'perfect jacket', as we're calling it, a jacket with a hood. It will be a real hot item this coming winter, alongside our hoodies of course. We won't be manufacturing any additional stock, because we want to preserve our exclusive brand identity, even when there's clearly a big demand for certain items. People will have to wait for next year, for the new shades that we'll be putting out then."
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