Hamburg streetwear label stages OTTO as a vintage brand

Hi André! How did the “collabo” come about? What is it about the OTTO brand that made it a good fit for Mojo?

OTTO approached me on the occasion of its 75th birthday, as we had already realized several styles with other brands. And it was immediately clear to me that I would come up with something nice. In addition to its long heritage, OTTO also has a certain cult factor that fits perfectly into our concept. Last but not least, of course, we also have Hamburg in common. At the same time, I also have a very personal connection to OTTO and its history. There are a lot of memories of the big catalog from the past and of course the saying „OTTO… find‘ ich gut!“(OTTO... I like it!) simply sticks in my mind.

So it's no coincidence that this brand claim can be found on the sweaters?

Absolutely not. I suggested the slogan at the very first meeting. There was only this one for me and no other [laughs]. This slogan is still inseparable from the brand today, even though it is no longer used in this form. Nevertheless, everyone knows it. I always remember the old photo of Franz Beckenbauer and Otto Rehhagel as the new Bayern coach. They both wore a cap with this lettering to match the occasion. The slogan is and remains a cult - even after all these years.

So modern streetwear is allowed to look back?

It always does. You can see it everywhere at the moment: vintage and retro are simply hip. Even in sport: heritage jerseys are the number one streetwear trend. The new jerseys are much less interesting. Our reference at Mojo is therefore very often to the classic styles and history of a brand. And that fits perfectly with OTTO, especially with the claim from back then.

What does the design process look like when you enter into a collabo like this?

Basically, my colleague Ferris and I come up with an idea of how we want to stage a brand. We then coordinate this with the brands. We have the final say on the design, as the collection naturally has to fit in with mojo if it is to be sold via our label and our store. But in the end, it's always a very collaborative process. We also really enjoy working with new brands and developing styles. And then, of course, we look at what's hot at the moment and what people really want to wear. Our aim is to design wearable fashion and not corporate merchandising.

Isn't that a fine line when you work with companies?

Definitely. It just has to fit. So many companies produce “merch” that ends up in the garbage because it's cheaply made and designed in such a way that nobody wants to wear it anyway. That's a thorn in my side - especially from a sustainability perspective. Our approach is different. We produce high-quality products and even if they are a little more expensive in comparison, we create products that will be on the streets for years. There is hardly any more sustainable PR. Of course, nuances in the design also play a role - the lettering, for example, or the size and position of the logo. If you can combine the whole thing with a cult factor or a wink, then people enjoy it. I think the OTTO items have turned out really cool because they manage this balancing act.

What role does sustainability play for you?

We attach great importance to ensuring that our products are produced fairly and in compliance with high standards. And, of course, we also make sure that our collaboration partners' values are in line with ours. With its sustainability strategy and product range, OTTO is therefore a very good fit for us.

In the product pictures, OTTO employees showcase the pieces. Why don't you use professional models?

This level of authenticity is almost more important than the clothes themselves. We stage each brand individually. The people have to fit the collection and the brand - and who better to represent it than the people who do it every day anyway? It's always a great experience when we spend a wonderful day shooting with our team and the companies. It creates great moments that my colleagues Chaplin and Felix capture in photos and videos: At the Otto Group Campus, for example, we spontaneously spotted a colleague on a smoking break who just looked cool and we absolutely had to have him for the shoot. They turned out to be ultra-beautiful photos that were simply taken in the moment.

Thank you very much, André.