Benjamin Alexander Huseby and Serhat Isik, the duo behind the German GmbH brand are the designers who signed off on one of the coolest collections for the spring-summer 2020 season. They are known for strongpoints such as club clothes, rare fabrics and, of course, irony. Ultimately, even the name of the brand is ironic, as GmbH is the German equivalent of what Americans would call an LLC.
This collection was marked by great fit and an amazing choice of fabrics. The rich fabrics were used in a very particular way: they seemed to be draped, yet structured at the same time. This creates a very special effect, which we loved. Other brands have done similar clothing recently, for example Balmain or Dior Men also proposed something in that area, so the GmbH collection was definitely on trend. Speaking of trends, the collection of the Berlin-based brand also included vegan leather accessories that included belts made from apple waste, but also pieces made from materials that included bio-sourced polyamide and organic cotton denim and fleece felted wool.
The collection included jeans, jackets and other expected pieces such as tailored suits, light-weight button-downs and utilitarian pants, but the showpieces were the scene-stealers. The main colors were neutrals like white or brown, but strong pops of blue or pink also showed up along the way.
The clothes felt modern in that they were very refined but had a sporty edge at the same time. Moreover, the collection contained both men's and women's pieces, which is still new for the brand, which started out as a men-oriented label.
According to the brand, the inspiration for the collection was one that the designers have used before, namely their multicultural roots - Norwegian-Pakistani and German-Turkish respectively.
It can be said that the spring-summer 2020 collection by GmbH was definitely an expression of our time: it was all about eco-friendliness, multiculturalism, but what made it work so well was that it looked towards a bright future rather than to an existing dark present. Maybe, who knows, if we would push culture more to a fun and sunny place, it would shape the future in that spirit as well.
The fashion world is slowly changing, and, while most of it these days is obsessed with politics and with the dark side of the world, there are some brands and designers who see things otherwise and who try to think ahead. Maybe more should follow.
Fraquoh and Franchomme
Further reading:
A Look at Paris Fashion Week Men Spring-Summer 2020 A look at London Fashion Week Men Spring-Summer 2020 (And at the runways world at large) A look at Milan Fashion Week Men Spring-Summer 2020P.S. We want to hear from you! What do you think of the spring-summer 2020 collection by GmbH? Which pieces did you like best? Why? Share your feedback, questions or thoughts in the comments below! For more articles on style, fashion tips and cultural insights, you can subscribe to Attire Club via e-mail or follow us on Facebook, Twitter or Instagram!
