Spread is Berlin's answer to individualized streetwear
SPREADING OUT: Streetwear gurus can now dream up their own collabs with Spread, a new unisex brand from of Berlin that offers customers a "creative toolbox" to personalize each garment with exclusive graphics, prints, embroidery and artwork.
This is the brainchild of Lothar Reiff, who operates an eponymous consulting business in Germany and is well known for having longtime artistic director at Hugo Boss. He is also Chief Product and Brand Advisor at Spread Group, a Leipzig-based company specializing in personalized products.
Reiff expands company into fashion and lifestyle territory with hoodies short and oversized, the t-shirts, sweatpants and shorts, which exude Berlin freshness. A Friday night launch event in the German capital will summon 800 selected hipsters to a secret location for a dance party.
Related GalleriesThe initiative directly targets what Reiff calls "Genzennials", a portmanteau of Gen Z and of Generation Y, generations that value individuality and therefore personalization.
Reiff ticked other important boxes: All products are made in Portugal from organic cotton , and customizations are made in a jiffy, shipped within two or three days of ordering.
According to Spread Group Managing Director Julian de Grahl, the company relies on its " made to measure proven". command technology in a disruptive way", offering young consumers what they value most: "personality and conscience".
Sold exclusively online at Spreadyourstyle.com, the streetwear will first ship to Europe" then will spread around the world,” Reiff said.
He tapped art director Donald Schneider to spearhead the communications plan, which involves content on social media and wild posts that look like magazine covers.
A wild post for Spread with Vtss. Vitali GelwichSchneider assembled a forward-thinking "Berlin team" for the campaign, including the actor and musician Aaron Altaras, artist Mago Dovjenko and three musicians and DJs who have only one name: Dania, Lsdxoxo and Vtss.
Up-and-coming photographer Vitali Gelwich teamed up with stylist Claudia Hofmann for the images.
SPREADING OUT: Streetwear gurus can now dream up their own collabs with Spread, a new unisex brand from of Berlin that offers customers a "creative toolbox" to personalize each garment with exclusive graphics, prints, embroidery and artwork.
This is the brainchild of Lothar Reiff, who operates an eponymous consulting business in Germany and is well known for having longtime artistic director at Hugo Boss. He is also Chief Product and Brand Advisor at Spread Group, a Leipzig-based company specializing in personalized products.
Reiff expands company into fashion and lifestyle territory with hoodies short and oversized, the t-shirts, sweatpants and shorts, which exude Berlin freshness. A Friday night launch event in the German capital will summon 800 selected hipsters to a secret location for a dance party.
Related GalleriesThe initiative directly targets what Reiff calls "Genzennials", a portmanteau of Gen Z and of Generation Y, generations that value individuality and therefore personalization.
Reiff ticked other important boxes: All products are made in Portugal from organic cotton , and customizations are made in a jiffy, shipped within two or three days of ordering.
According to Spread Group Managing Director Julian de Grahl, the company relies on its " made to measure proven". command technology in a disruptive way", offering young consumers what they value most: "personality and conscience".
Sold exclusively online at Spreadyourstyle.com, the streetwear will first ship to Europe" then will spread around the world,” Reiff said.
He tapped art director Donald Schneider to spearhead the communications plan, which involves content on social media and wild posts that look like magazine covers.
A wild post for Spread with Vtss. Vitali GelwichSchneider assembled a forward-thinking "Berlin team" for the campaign, including the actor and musician Aaron Altaras, artist Mago Dovjenko and three musicians and DJs who have only one name: Dania, Lsdxoxo and Vtss.
Up-and-coming photographer Vitali Gelwich teamed up with stylist Claudia Hofmann for the images.
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