HOW THE BERN BASED STORE ROOTS CREATES A NEW OFFER IN FASHION
During the Ethical Fashion Fair in Berlin we’re always looking forward catching up with our friends from Roots. The store Based in Bern is run by entrepreneurs Fabia Mosimann and Oliver Gillman. This month they put recycling in the spotlight and they help us collecting jeans for recycling purposes.We did a Q&A to learn more about their drive in running this unique store.
WHAT IS THE PHILOSOPHY OF ROOTS?
The philosophy of ROOTS is, that we want to create a new offer in fashion. Stylish, urban inspired, classy and away from the mainstream fashion. To care about Ethical and Social values and as well Sustainable aspects, is part of our self-image. We love to find new and small labels, the people don’t know. We stand for individuality, high expectations in design and quality, to a fair price performance ratio.
WHAT DRIVES YOU TO RUN ROOTS?
After working in fashion over years, we realised, we would like to run our own business. In Berne, where we live and also throughout Switzerland, there where almost no shop’s they care about transparency in production-conditions.
The more we thought about it, it was clear, that we have and want to realize our own ideas and visions. The main-idea was, that we build our own urban Fashion-Store, by focusing on ethical and sustainable brands. Our goal was, clear up with the partiality, that ethical and sustainable fashion looks like ; self-made by our grandmothers.
CAN YOU TELL US MORE ABOUT THE RECYCLE MONTH?
Since the first day we met the MUD Jeans Crew at the fair in Berlin,we were amazed by their spirit and the concept of MUD. After you guys did the “Recycling Tour” this spring, we were so excited about it, that we would like to play our part to make it even more successful. We were very euphoric and set ourselves the goal, to reach 500 collected Jeans. However, the campaign is very successful, we had a lot of compliments and the people like the idea of reusing the cotton and not throwing away the old jeans. Right now we almost reached 300 collected jeans and the people liked it that much, so we decided to extend the campaign for a undefined period.
WHO ARE YOUR CUSTOMERS?
After only 4 months, we don’t have a typical customer. We do not have a special age group. The customers who are interested in what we are doing, live in the country and cities. Our customers are people who were searching us because of our message. But also customers who just walked in, because they liked our shop.
WHAT DO THEY FIND IMPORTANT WHEN IT COMES TO FASHION?
Like always in fashion, the styles, the look of the items, the fit, the colours and the wearing comfort have to convince. You can have the most ethical and sustainable products, nobody cares about it, if one of the above mention points does not convince. Whit the product range we’re selling so far, we made great experiences. Even much better is the effect, how surprised many customers are, if they realize how ethical and sustainable fashion looks like these days! They particular appreciate the transparency in the production chain.
WHAT DO YOU HOPE WILL CHANGE IN SUSTAINABLE FASHION?
For the future in ES-Fashion, we wish that the industry and the customers in general getting a higher consciousness. People should think about it before buying. They should transport their angry, if they see some shocking videos about conventional fashion into real actions and not only press the “I like button” on Facebook.
From the labels, we hope that they continue their way. From our perspective, we hope that the labels do even more when it comes to transparency. Most of them, they already do a great job in the usual way, like write about what they do or publish some pictures. But we think there are still many options left, to reach a new level of transparency. What we hope for, is as an example a documentary from the factory’s, that shows the different steps of the production, interviews with some workers, so the customers really see what they do. What we also hope, is that particular the larger labels, have the courage to risk a bit more, with bringing out some special not mainstream look-like items.
WHAT IS YOUR FAVORITE MORNING ROUTINE IN BERN?
We both love to start the day active. While Fabia loves to run, Oli’s more into swimming. Bern is perfect located for outdoor sport. Especially in summer, live happens around the Aare-River, which floats trough the town. So while Fabia run’s along the river-banks, you find Oli swimming in the baths or the river itself. But if the pillow wins the battle against getting up early, we love to meet for a cup of coffee together, planning the day before going to work.
WHERE WILL YOU BE IN 5 YEARS?
Based on the fact that we are opened recently, we are not yet at the point for making plans for the next 5 years. Our next goals are to establish ROOTS, and trying to go step by step forward. Making our shop well known and reach some continuity in our main-business, so people stop coming in our store asking: are you guys Roots-Athletic from Canada? 😉