I wanted to show you a brand design project that we came up with for a sewing DIY (Do It Yourself) concept. But this is not your specialist field I hear you say, and you’re right, but we’ve been working for some years now on designs and concepts in a number of very different and varied fields!
Often, entrepreneurs come knocking on our door looking for a new brand image, to ask for our expertise or advice on the choice of business model.
Mr Dino Demir came to see us to create a brand for his sewing workshop in Paris. His objective was to help people to dress better, to alter clothing and above all to put an end to the clothing industry’s scandalous ecological practices. When analysing his BPI Diagnostic Design case, we set foot in a whole new world – one that is the second largest source of pollution in the world: clothes, glad rags, garb. To the amazement of the entire team, we discovered the aberration of collections at a time when the world is being overwhelmed by bulging wardrobes full of garments that no-one really wants (too big, or too small, that need repairing or customizing to start a new life). That’s how this brand, Hérisson (the French word for hedgehog) was born. Green couture…. So why call it Hérisson? The name was inspired by two factors: the pin cushion that seamstresses wear on their wrists and the animal that is currently facing extinction worldwide (it is estimated hedgehogs will disappear in Europe by 2025 due to pesticides and there are many petitions circulating on the Net about this at the moment). The name Hérisson encompasses the philosophy of this future sewing workshop and their tools and was unanimously loved. The project is currently looking for premises to train apprentices for its workshops in the traditional Sentier district of Paris.
Dino comes from a family of seamstresses but who were famous for hand-making horse saddles in Turkey, for the local Turkish equivalent of “Hermès”! He arrived in France penniless but with valuable know-how. Today, he works in an alteration workshop he set up with his brother. But the ambitions he has for Hérisson marks a turning point in his life as a mere technician. He wants to share his passion and knowledge of industrial machines with others. His machines are faster, less complex than some domestic models (his 6-year-old son already knows how to use one). We ran two test sessions this summer that were highly conclusive. Hérisson is currently buttoning up its business model and recruiting a team. Long live Hérisson!