touching down collection to u c h in g d o w n c o lle c tio ... - Atreebutes

IV
think of a clothing company. but imagine there are
no employees. no 40-hour working week. the compa
doesn’t even have a landline phone connection.
mainly because there is no „headoffice“ to put the
telephone into. there is no „reporting chain“ to a rem
cfo or board of directors. the company doesn’t even
hire pr agencies to make up good stories about it
or polling firms to do „core market research“ and find
out what’s gonna be next season’s hot shizzle
„out there“.
imagine the company actually is „out there“ every
day. instead of employees, there are talented
friends living in new york, bali or zurich contributing t
all aspects of the brand with great passion and
talent. and instead of cfos and board people there’s
just us. longtime friends that not only own the
company together but are passionately involved in i
products from the first ideas to production. and in
the end even pack the boxes and send them to you
just to make sure it gets done right. and think or
talk about their „business“ not only between 9 am
and 5 pm, but pretty much all the time. because the
are not just in it to make money.
they love what they do and they have a hell of a
good time.
some call it „blue eyed“ or „unbusinesslike“.
we decided to call it atreebutes.
frederik & nicolas