vārm is motivated by frustration with the fashion industry.
Of course, love of the craft and fascination with communication in the form of fashion also play a role.
However, I have mainly been allowed to gather anger and frustration over the years. I use "allowed" as a word for this because vārm would not exist without these emotions. My fashion design studies and the jobs that followed have shown me that the glitz & glamour that the fashion industry presents to the outside world is only the thin surface of an unfair, dishonest and wasteful industry.
Why does it have to be this way? Why should I bow to it by going along with it or even giving up?
I don't want to continue to trick customers with greenwashing or turn a blind eye to precarious supply routes under a different company management. Nor should employees be treated disrespectfully within the company and the industry, nor should ideals of beauty exclude people. I am looking for a way to collect the good sides of the fashion industry and exclude the bad sides. We are a label that went online in a very short time to be as loud as possible, as fast as possible.
And we value every single person who is willing to support us on this path and be part of the team.
- Pauline Luise Giere