‘Speak Ya Clout’ is a number of personal conversations that appear exclusively on ‘BStn Chronicles’, the content platform of the German streetwear dealer BStN. From insiders: inside of the fashion industry to creative pioneers: inside to trendsetter: inside from other areas – every conversation illuminates a different perspective. In this issue, Hussein, founder of Olaf-our life as friends, gives an insight into the philosophy of his brand and the coming spring/summer 2025 collection.
About the motivation behind the foundation of Olaf
“The foundation of Olaf, acronym for ‘Our Life as Friends’, goes back to a very personal experience. At the age of eleven, I was expelled from school and spent six months at home. During this time I fought with isolation, self -doubt and fears. From this experience, a strong drive arose: never stop learning.
At 15 I started working in retail, first in jeans, later in small high-end boutiques during my studies. I’ve always had an eye for clothing and design, loved personal advice and exchange about products and brands. So I designed my first jeans and sold them in the boutique in which I worked. The passion led to the establishment of our life as friends, a brand based on the values of education, community and personal growth. It stands for support, joint learning and collective progress. “
What has been unchanged since then and what has happened due to experience:
“From the beginning, the focus of Olaf was at the center of the fact that education should be accessible to everyone. The mission to create such a space is still about to encourage people, support each other and pursue their goals. Above all, it has changed how much I grew through learning and encounters with others. At the beginning, it was about my personal development and myself.
But over time, the need to network with others grew up and learn from them. These relationships have contributed to shaping the brand into a slightly larger one. An example of this are our ‘Citizens Sessions’: an event that we organize four times a year to offer our community the opportunity to speak directly to industry professionals at the beginning of your career or company. ”
About the balance between timeless appeal and new ideas as well as the desire to create something contemporary:
“We strive to reconcile timeless appeals with contemporary ideas by designing pieces that are both classic and fresh. Our collections are effortlessly combined thanks to simple, functional designs and high -quality materials that never get out of fashion. This way, our pieces can be worn year after year.
At the same time, we take up new ideas by integrating subtle updates – be it by choosing the fabrics, unique design details or inspiration from modern trends. We want to remain relevant and at the same time keep a feeling of familiarity in every piece. The key is to create designs that are versatile, high quality and carefully processed. “
About the development of the original idea and logo design to the holistic approach of togetherness:
“When I started ten years ago, there was only myself and one intern. We concentrated on a simple idea: to create a brand that combines learning, growth and community. The original logo and the designs reflected this individual motivation. The transition from the individual work to set up a team of 30 was one of the most worthwhile steps on the way of Olaf. What used to be done on their own, is a common effort today, at which everyone was Team members bring their unique skills. “
How interaction with the community influences the creative process:
“We know where we want, but we always make sure to stay in touch with the people around us: By listening what moves and what is important to you, we stay connected to what really matters. Our collections reflect these common values and experiences and keep our vision connected.”
What ‘community’, a multi -layered and ubiquitous term, means for him:
“For me, Community means growing together and establishing real connections to people who share similar interests and passions. It is about to come together to exchange ideas, learn and grow together, be it through profound conversations, joint projects or simply by enjoying what we love. These connections roots in authenticity, and the exchange of knowledge and experience strengthens our bonds.”
To which he pays attention to a collaboration:
“In cooperation, I am looking for something else – for people who question the norm and bring in new perspectives. It is about recognizing opportunities to create something unexpected, be it with emerging talents, young innovative brands, trading partners: inside or larger companies that can help us open up new markets. we have difficulty access.
I would like to work with people who have made a change of direction. It is fascinating to understand what she praised and how you have mastered the challenges. It would be an opportunity to explore your way of thinking, immerse yourself in your creative process and to bring something really unique to life that is shaped by your personal trips and fresh perspectives. ”
The latest Olaf:
“The spring/summer 2025 collection revolves around fresh perspectives and a unique attitude to life. The collection invites its carriers to a calm, self-confident appearance in which simplicity and precision meet. Materials combined so that it puts unexpected and often overlooked moments into the center.
This article originally appeared on the “The Chronicles” platform from BStN. Translated and edited by fashionunited.