CLÉ translated in German means „Der Schlüssel“ and translated in English „The Key“. There is one more meaning for this name, it‘s a Brand founded by CLaudia and StÉphanie.
Yes, this is CLÉ as well.
Why do we reference to the French word CLÉ? Because we are sure that there will be a need for new keys in the future. Here are a few thoughts:
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In 2015 the Sustainable Development Goals where announced by the United Nations. This means the whole industry needs to find new solutions by 2030. CLÉ will not focus on textiles only but this is where demand exists.
The brand focuses on a new approach to the fashion market as a first key. Can you imagine a brand that offers thoughtful goods accessible for all kind of budgets? Believing in social justice which helps that working poor can buy the same goods as the 10% of the richest people on this planet? We are convinced it can work.
If the community is convinced, as well, we will act successful on the market as a brand and continue to develop the desired goods with our network of craftsmen. We as the owner and creative minds and all our partners will only continue if our working hours will be covered, fair and transparent. We will not maximize profits and we will not optimize any product margin. Instead we offer a full insight in the calculation, partnerships and supply chain.
If a surplus is generated, CLÉ will invest money into sustainable fonds and institutions. For example technical education for the employees of the factories, or supporting the supplier if a new machine is needed. We will support organizations and networks that advocate for women workers in all fields.
How to implement CLÉ’s vision?
Everyone who is willing to change to a more sustainable life will spend more time in finding the goods they really need. This is the first thing we believe in. It‘s not the marketing margin we need, it‘s the time our customer spend to find us. This helps to keep the price in an affordable range and we trust in the word of mouth propaganda. If the web page and social media platforms are well executed, we will be able to reach the community we would like to target.
To be more sustainable is also to use less. This includes e.g. less server space to stop flooding the Internet with content. To be precise, transparent and clear about the calculation this helps the customer to understand the value of the brand. We don‘t believe in stories we believe in long lasting favorites.
Social awareness is another key. Why is „sustainability“ only accessible to a luxury budget? As we are not willing to flood the market with 100 000 of items to lower costs in the long run we engage in changing habits to step out of the era of endless consuming goods. We demand from our community that people with a low income only have to pay for the material and manufacturing costs, while those with a better income support the brand by paying extra for the price they like. In sport classes, the system is known as the pay what you can model. This will help CLÉ to continue and to be able to develop additinoal goods based on the crowd founding idea.
For sure, this is not the standard economic way of thinking. Why coming up with such an out of the box idea?
Claudia asked Stéphanie in early September 2020 where she could buy a new, really warm winter coat. Her goal was an accessible price of 400CHF which is possible for many budgets. Stéphanie realized she had the knowledge and capabilities to make a 100% transparent, cruelty-free, and fair trade winter coat for Claudia that fit her needs for sustainability and style. In order to achieve the price, it was clear that we wanted to work mainly with European suppliers and producers. The focus was to be able to work with small family businesses that share a vision of sustainable production.
But why should we limit the knowledge to people who know Stéphanie personally? On the 26th of January Claudia and Stéphanie fitted the first sample of the coat and decided to open the idea to a wider range of people.
CLÉ, the key to a less consumption driven and more thoughtful future.