The man who signed Kanye at Adidas launches the “next Supreme or Yeezy”
Adidas global brand director Eric Liedtke – who led the sportswear giant to partner with Kanye West’s Yeezy and Beyoncé’s Ivy Park – has left the brand to launch one of his own. Baptized Sauf, the label of Liedtke plans to be the “next Supreme or Yeezy, but from a sustainable point of view”, according to a Fashion business maintenance.
By committing to zero waste and zero plastic practices, Until will continue Liedtke’s efforts at Adidas, where he worked to reduce the company’s environmental impact. And as consumers shop more sustainably than ever before, Liedtke hopes his brand will have an opportunity to tackle waste in the fashion industry.
Streetwear is not sustainable, unless… – Launched as a plant-based brand, Thus’s clothing is expected to be plastic-free and made with organic alternatives, allowing the clothing to decompose at the end of its lifecycle. The brand’s first launch, expected this fall, will feature a series of graphic t-shirts, flannel shirts and hoodies, all produced in collaboration with local artists in Portland, Oregon. Other clothes are expected to be launched next spring and summer.
Yet the success of Thus does not necessarily rest on Liedtke’s conceptions. If the brand wants to target the same audience as Supreme or Yeezy, what really matters is exclusivity: the more limited, the better. For hypebeasts, there’s a sense of accomplishment in scoring something that not everyone can master.
However, by creating Except Durable, Liedtke has already ensured exclusivity. Genuine, eco-friendly streetwear must be ethically made in small batches, which means limited stock is available for consumers.
Major potential – Paul Gaudio, who also worked with Adidas as Creative Director, joins Liedtke as co-founder of Thus, further strengthening the brand’s impact on the fashion industry. Except has also already received initial funding of $ 7.5 million which values the brand at $ 30 million – a number that is expected to increase on launch day.
Liedtke’s new venture is aimed at consumers looking to alleviate their own ecological anxiety – something Sauf takes note with the slogan “Don’t Feel Bad” – and, hopefully, will inspire other streetwear brands to. move in a more sustainable direction. Today, streetwear is one of the most unsustainable industries in fashion: its relentless cycle of drops, collaborations, pop-ups and shows encourages consumers to abuse exclusive pieces, which are produced at a similar and relentless rhythm. Unless it has the potential to reshape the streetwear industry – if the space is ready to change.