COPENHAGEN — Danish label Custommade has been in business since 2002, having come to life in the form of limited-edition collections created using deadstock fabrics. But it moved on to the more traditional wholesale model and reached big commercial success with hundreds of accounts across Europe and the U.S.
Founder Christian Dam is now looking to scale things back and take a more luxurious, design-led route that involves a lot more storytelling, smaller collections, a luxury retail network and a new accessories line.
“The company grew so fast, so it quickly became very commercially driven. We now want to press restart and look at the opportunity to focus on a design-driven distribution, and more quality, edgy designs,” said Dam in an interview.
The label communicated these ambitions with a fall 2020 presentation during Copenhagen Fashion Week, where it presented its collection in a makeshift office space filled with models dressed in elegant pussy-bow blouses, dungarees, bright suits and pretty shirt dresses, as they answered phone calls and typed e-mails.
Custommade, fall 2020
Courtesy Photo
The idea was to highlight that its feminine, decadent aesthetic can fit into a woman’s everyday life: It worked and made for a fun setting that guests went the extra mile to
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