The Berlin fashion brand Bluts siblings are expanding its repertoire. On Tuesday, the label announced the start of its new premium line “sinks”. The specialist audience had been presented at the Supreme Düsseldorf fashion fair a few days earlier.
“The launch marks a targeted further development of the fire-aesthetic and strategic. ‘Sanders’ is aimed at women who consume consciously and find themselves in a reduced, modern understanding of style,” said the women’s fashion provider in a message.
The new line, which is designed as a limited, high-quality capsule collection in “small editions”, is “not an add-on for the established brand, but a milestone,” says a message. Her start is “part of a comprehensive strategic realignment of blood siblings”, with which the company wants to open up new target groups and sharpen its profile.
Managing Director Stephan Künz explained the background of the step. “With ‘sinks’ we react to changing consumption behavior in the fashion industry,” he said in a statement. “Transparency, quality, meaning and social and ecological standards are no longer a freestyle in the premium segment, but a prerequisite for brand loyalty.” The new line uses “exactly this area of tension between claim and attitude, between style and substance,” says Künz.
