Pre-opening of the Future Fashion Store in Gerber

The pre-opening of the Future Fashion Store x SECONTIQUE took place on July 3rd in the Gerber department store in downtown Stuttgart. The Future Fashion Store is a young company run by the Baden-Württemberg Development Cooperation Foundation (SEZ) and Aktion Hope Rottenburg-Stuttgart e.V.

Around 50 invited guests took part in the opening, including the Baden-Württemberg Environment Minister Franz Untersteller. In his speech, he focused primarily on the aspect of sustainability, which plays a central role in the concept of the Future Fashion Store. “The Future Fashion Store lays the foundation for raising awareness of conscious consumption and turning knowledge into action,” says Untersteller. “Sustainable action is also at the heart of the measures in the country’s sustainability strategy. It is important to make it clear again and again that sustainable consumption has nothing to do with sacrifice and restrictions, but rather brings joy in the long term and helps to secure our livelihoods.”

The Stuttgart Mayor for Social Affairs and Social Integration, Dr. In her speech, Alexandra Sußmann highlighted the state capital's commitment to sustainability and global responsibility. “I am very happy about the new Future Fashion Store as an enrichment in the middle of the city. It makes sustainability and global responsibility directly tangible for everyone and strengthens the city as a sustainability metropolis. There are already a number of small, fine fashion labels in Stuttgart that produce sustainably and fairly. The new store strengthens the scene through further networking and makes the slow and fair fashion scene visible.”

The project combines economic efficiency and sustainability, as Philipp Keil, Managing Director of the SEZ, explained. The mainstay of the store concept, which is unique in Germany to date, is the educational component for globally responsible action, as Keil continued: “In order to master the challenges of our time, we are taking new paths in social entrepreneurship with the store and at the same time offering a place where the most pressing questions of our time are discussed.”

Anton Vaas, Managing Director of Aktion Hope, particularly addressed the consumption of clothing, which, in his view, must become more resource-efficient and socially acceptable. “It is no longer ecologically and socially responsible if clothing is produced at great expense and then rarely worn. With our store we extend the lifespan of textiles and show that it is very trendy to dress fashionably in the second hand shop.”

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