Paris, September 2, 2020,
I have always wanted to create a clothing brand. When I first thought about it, I was graduating from business school. As I did not learn about fashion there, it was essential for me to work, to learn and to develop my knowledge within the fashion industry.
What I did not know is that it would take me 8 years before feeling ready to launch this brand…
Athi Editions is not just a digital brand. Here, we are not talking about a trendy business model. We do not wish to revolutionize the fashion business, to “Kickstart” our collection or to create a “direct-to-consumer brand”. Athi Editions is a brand created from a passionate man for passionate people. A style, strong convictions and a wish to create something that gathers other clothing enthusiasts.
Designing clothing where each detail matters, creating goods we want to wear for a lifetime. Selling clothing without compromise, with simplicity, while being aware that every piece produced needs to find its acquirer. Offering a style, but also making fashion mindful and committed.
These are the few goals defining the label Athi Editions. We are not here to revolutionize the fashion market, but if we contribute to it, we better do it correctly, without taking things too seriously and why not while trying to make it fun?