A FICTIVE PLACE FOR EVERYONE: AN EXCHANGE WITH DENIZ KRAUS FROM TREFFPUNKT
Young creatives and artists don’t want to put labels on their craft anymore.
Raised up by the internet we are all learning in a much more efficient way about our own personal niche, hobbies and interest and we start to turn these passions into creative output. So why would a young brand stop at producing only fashion in this time and day? The possibilities, niches, and interests are limitless.
Young brands effort in design shift from actual product design to design an aesthetical approach that later on can be applied to whatever subject you deal with, corporate design over product design is a symptom of our age.
Treffpunkt was co-founded by Deniz Krauß and Alex Bogenschütz in 2017. Since then, the duo released a small number of capsule collections that involve clothing alongside interior objects and accessories. Operating and producing in Berlin, Germany, the brand manages to define and redefine a strong aesthetic built around schemes of black and white, unfamiliar forms and production techniques.
Boby Cornelius in Paris wearing SNZZFV hooded scarf
While connecting Berlin youth and rap culture throughout their lookbooks and visuals with their broader, theoretical context of developing an understanding of human (mis)-behavior in today’s society, Treffpunkt manages to find a language that matches both worlds.
The intersection of fashion and hip hop music is once more very present in the collective’s work as they produce music videos and cover art for their fellow creatives, although this might not be attached to their Treffpunkt-identity.
The thought process of the duo is best visible within the interior objects, using unusual forms to determine the buyer’s self-consciousness in their very own home.
The decision not to not only produce fashion but products in a wider sense is even extended to the point of Treffpunkt as a creative consulting agency, taking care of merchandising, distributing strategies and visuals for clients like the berlin-based retailer Soto that allows an even broader understanding of the brand’s intentions and visual language.
Hello guys, please introduce yourselves to the Sabukaru Universe. Who are you and what do you do?
Hey everyone! Thanks for your interest. We appreciate it.
I’m Deniz, Creative Director and one of the two co-founders of TREFFPUNKT. We are a Berlin-based lifestyle company pushing your personal boundaries.
How did the name Treffpunkt come about? Is the direct translation a hint to the other part of Treffpunkt besides the garments, the co-working space for creatives and like-minded?
„TREFFPUNKT“ came up with the idea and the understanding that we need to bring things together.
Whether it is the past and the present, the steady and the fluid, the chaos and the order.
That’s what we believe in. Therefore we also want to give you the opportunity to integrate, develop and invent. So, of course, it’s also about us bringing our own work together with our co-working process.
But it’s not really a hint. It speaks for itself actually.
Was the idea to create this space always present?
Yes, that’s what we’re aiming for. Being a platform. But also we want to create this very personal space in each and any mind. Which our first theme was kind of about. We believe in this inner place allowing you to embrace yourself.
Treffpunkt Online is also functioning as a creative consulting agency that involves art directions and merchandise. What kind of projects have you guys worked on?
Since we are truly connected to like-minded artists and companies we first developed ideas for our inner circle. We did several Merchandising Concepts, Designs and Productions. This was followed by Logo Designs, Cover Designs, Music Videos and Video Campaigns.
We aim to create a connection between artist and consumer, to execute a given project with products that make you feel affiliated. Which goes hand in hand with our general idea of inventing.
Take us through the beginnings, where did the focus lay during the early days? Just making stuff and see where it gets to?
It all started with a strong feeling, a need to outlive and the right moment to go the own path.I came up to Alex and he was down immediately. We both felt the necessity of what we were about to do and started right away. Quite organically we managed to build a network of clients, suppliers and productions.
We basically did everything for the first time so it was intense and took a lot of time but we knew where we were going.
Your collections are always based around a specific topic or slogan, how does the process of finding a suitable one look like? First the products and then the name or vice versa?
The theme comes first, it then leads to all of the products. The whole process happens by natural behaviour. It’s a thought, a painting, an invention or what so ever that will be stuck in my head starting a conversation. From this point on I start to overthink the idea and transmit it to moods, images and objects. Some of the products are popping up already within an idea, some take more time and come by discovering.
We decided to spread the themes over uncertain time periods, while they might be coexisting at some point.
For me, it is important to deliver an all-round vision of our ideas. In order to stimulate a discussion, give both questions and answers and actually try to have an impact on your feeling about things.
The blanket, the pillow or the ashtray. Interior objects seem to play a vital role in your guys’ collections. When did you guys decide to make more than just garments and spread over to other products?
From the beginning on this was our intention with the whole company. We are about lifestyle and we aim to improve our and everyone’s daily life. Which often ends up with a product you wouldn’t necessarily describe as clothing but in a way it is. It becomes part of you and your inventory. It integrates into your behaviour and habitat.
The SNZZFV capsule featured a variety of bleached shirts, takes us through the idea behind that technique and the capsule as a whole
I decided on doing an introduction into our current SNZZFV theme. I wanted it to be like an invitation or a postcard. It gives you a hint, makes you think about it, looking forward to it.
So we collected several retro screen printed shirts showcasing references to bands, life stories, german sports clubs and so on.
We screen printed them again with one of our SNZZFV Graphics but used bleach instead of colour. Depending on how the garment was dyed previously the bleach was variating in colour and intensity. Some of the screenprints have been broken so you could see the bleached graphic breaking through.The already alive garment gained another story playing with the existing.
SNZZFV is built on a quote from a handwritten diary found in a Martine Franck exhibition of the Fondation Henri-Cartier-Bresson in Paris 2 years ago. Reading this incredibly interesting sentence it caught all my attention. I kept rethinking it and suddenly started applying it to everything.
„Spuren nicht zum Ziel führender Verhaltensweisen“ you could translate it as „traces of misleading behaviour“.
Discussing the persistence of change. The equivalence of actions. The acceptance of futility. The consciousness of behaviours impact on future. Helping you to get to self-comfort, autonomy and rationality while stimulating self-reflection and awareness of the present.
Martine Franck (1938-2012)
You guys make and print your products in Berlin, what's good about being in full control of the manufacturing process?
It allows us to produce fast and react easily. To have things made just the way we want them to be done. We can choose and change Fabrics whenever we feel like. We safe our environment and support local tailors and sewers. Plus we basically love the idea of having handmade goods in limited quantities. Now.
Is there any other brand that gets it right in your eyes? Are there any that you guys look up to or even draw reference from?
The focus is really on ourselves. Of course, we draw reference and take inspiration but there is much more to it. The biggest influence is your own perception. You choose your surroundings, you choose the images you see, the sounds you hear. You are the one to decide on where to take your walk, who you have conversations with. And then you have to take place, you build your own recognition, your own behaviour, your own identity. On each and every decision you take there will be a conclusion.
Each action follows a reaction. Be aware of that. Maybe all of us should start to take that as a reference.
Many brands are popping up left right and centre right now. What is the key to sustaining a brand in the fast fashion industry in your opinion?
The key is sticking to yourself and continue. Continue. Continue. You have to know what you want. Trust yourself and invest in yourself.
A classic ending, what’s next for Treffpunkt Online? What does the future hold?
As we are continuing our current theme there will be more products, campaigns and a lookbook coming very soon. I heard someone talking about physical experience spaces as well.
And then it’s up to the next. We are ready!
ABOUT THE AUTHORS:
Jon is a freelance creative based in London. His work mostly revolves around Streetwear, Culture and the UK. He works as both writer and social media editor for our magazine.
Juri Marian Gross is a photographer and writer based in Nuremberg, Germany. His work focuses on sustainability and environmentalism within fashion and arts
Peter is a writer and editor who has devoted a lot of his activities to the Japanese culture. Partially located in Tokyo he academically studied many aspects of the Japanese society and culture to get a better understanding of Japan.
