A.D.Deertz ファッションブランド 2010年秋冬メンズコレクション

A.D.Deertz 2010 AUTUMN／WINTER MEN'S COLLECTION

A.D.Deertz 2010 A/W SEASON THEME

With her a/w 2010/11 Wibke Deertz, the woman behind the fashion brand A.D.Deertz, has evolved her company into a brand catering a crowd with a keen eye on fashion who refuse to make too much of a fuzz about it.

This current collection represents a natural shift for A.D.Deertz from a unisex concept to an all menswear line. Deertz is obsessed with details and blends qualitatively-high yet simple fabrics with well stated styles, which inadvertently define urban trends.
Berlin based Deertz is a free spirit. Born and raised in the north of Germany, she spent her high school and college days in Washington DC, studied sculpture at the Corcoran School of Art, DC attended the Utrecht School of Art/Netherlands to then moved on to Berlin. Deertz appreciates the experience of different cultures and has taken her work to Buenos Aires in 2004 where she worked on the 2005 fall/winter collection, on to Hanoi/Vietnam in 2007 where she conceived and produced the 2008 spring/summer collection and on to Bangkok/ Thailand for the past three collections.

Whatever destination she chose, it did not end up as a mere theme to her collections. If anything the process of travelling has added another layer of depth to her work. Deertz´s travels and curiosity have exposed her to a multitude of manufacturing processes, that have served to sharpen her skillfulness and ability to adapt, which is reflected in her recent collections.

A.D.Deertz has always offered a laid back "cool" and in the past years has grown up to offer more. The line has evolved smart, sometimes bordering on the elegant. Deertz is obsessed with details and blends qualitatively-high yet simple fabrics with a concise and focused style.

A.D.Deertz has never solely been a fashion enterprise. Sharing her studio and ideas with the likes of visual artists, photographers and painters, ADD is embedded in culture and willingly feeds off it.

With its a/w 10/11 collection A.D.Deertz has moved to a subdued color palette of dark gray and blue tones, emphasized by accents of red, bordeaux and lavender. Next to a typical bomber and shirt jackets there is an emphasis on woolen winter coats with a soft denim lining. The collection is quiet but sharp on cuts that accentuate a characteritsic mix of unpretentiousness and self confidence.

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A.D.Deertz

Press Release

At the beginning of April Berlin based fashion label A.D.Deertz also known as ADD will open up its first worldwide flagship store in Berlin.The 70m² shop is situated on Kastanienallee right in between the districts of Berlin Mitte and Prenzlauer Berg.

This vibrant area has grown into Berlins most premiere alternative neighborhood known for its distinctive yet special assortment of shops and cafes catering to a large influx of creative people coming to and from Berlin.

Wibke Deertz the creative mind behind A.D.Deertz has never seen A.D.Deertz as a fashion enterprise only. Sharing her studio with the likes of visual artists photographers and painters A.D.Deertz is embedded in culture and willingly feeds off it. This attitude mainly contributed to Wibkes decision to have chosen this location as her first shop. Unlike any other neighbourhood in Berlin this densely populated area reflects the free-spirited atmosphere which Wibke thrives on to create an unpretentious style which inadvertently defines urban trends.

In order to produce a unique space A.D.Deertz is collaborating with interior and furniture designer Rainer Spehl. Spehl has designed a concept which will enable the space to retain its authenticity while providing for flexibility to accommodate the growing collection of A.D.Deertz. A moveable centerpiece conceived as a divider yet consisting of modular and interchangeable panels will dominate the interior as well as the outer appearance through the shop window with a reduced yet distinctive look providing for an atmosphere enhancing the essence of the brand. The back space of the shop will be designed to host a series of events such as dinners readings and art shows inspired by and for friends and collaborators of A.D.Deertz.

With the opening of the store ADD will officially be renamed to A.D.Deertz marking the shift from a unisex concept to an all menswear line. While the new brand name A.D.Deertz promises continuity it also reflects the maturity process the brand is going through. More than ever A.D.Deertz will offer a laid back style that has acquired a smart. A.D.Deertz will continue to build a reputation of avoiding short cuts and dispensable gimmicks while focusing on the subtleties of its collection and its istinctive style.