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Be careful, this store is likely to clash with fast fashion
Be careful, this store is likely to clash with fast fashion
Be careful, this store is likely to clash with fast fashion

Meeting with Heide Baumann, founder of Aatise: an ethical vision of French fashion

H eide, founder of the made in France clothing brand Aatise, gave us the pleasure of answering our questions during an interview! We'll let you meet her, and why not...

H eide, founder of the made in France clothing brand Aatise, gave us the pleasure of answering our questions during an interview! We'll let you meet her, and why not meet her for real during our first event as part of linen month. Meet on Saturday June 5 and Sunday June 6 at L'Appartement Français at 27 rue du Bourg-Tibourg.

Can you introduce yourself?
My name is Heide Baumann and I am the founder of Aatise. I am originally from Germany but I have lived in Bordeaux for over 25 years!

What inspired you to create your own brand of
clothes ?

I decided to create my clothing brand after working for years in fast fashion. I wanted to create a brand encouraging more responsible and ethical consumption. Far from fast fashion then.

Why did you choose the word Aatise?
In the Middle Ages, the word aatise meant challenge. Creating a brand with responsible values ​​and made in France in an era where big brands encourage us to overconsume and where all manufacturing is outsourced, in my opinion, was a big challenge!

Why made in France?
I consider that an ecological brand must advocate local manufacturing and avoid having production travel so as not to pollute. Made in France was therefore obvious to me when I created Aatise.

Anything to teach us about linen?
There are many things to learn about linen! It is a fabric with many virtues: it generates very little waste, it is pleasant to wear, in summer as in winter, it is thermoregulatory, it does not allow bacteria to proliferate and does not cause irritation. This comfortable fabric allows for a chic and casual style for all occasions.

Your favorite Aatise piece?
My favorite piece is definitely the Zumoi t-shirt. It is a unisex model that can be worn by both a woman and a man. I would say that it is the most comfortable everyday basic!

Why did you choose to distribute your products to L’Appartement Français?
Our two projects started around the same time. In addition, we share the same and the love of made in France! Working with Émilie and David is a real pleasure, I really appreciate their professionalism and the fact that they are always attentive.

What is life like as an entrepreneur in responsible fashion made?
in France ?

Each season is different as the brand evolves and develops at a rapid pace. There are always new projects and collaborations. However, tailoring work in the workshop occupies a large part of my daily life. I meet new customers who share their expectations with me, which also allows me to develop my brand while remaining close to my customers.

Finally, do you have an inspiring quote to share with us?
I would say that “The most responsible clothing is the one that is not made for nothing. ".

Article written by Heide .

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