7thMan Exclusive: An intimate interview with Junk De Luxe creator Thomas Gundorph
Thomas Gundorph, creator and creative director of successful Danish brand Junk De Luxe, is definitely a pioneer having designed a brand that masterfully blends luxury with innovation, style and a perfectly reasonable price-range. We met with Thomas Gundorph for an intimate chat on fashion, the industry and of course Junk De Luxe..
How did the name Junk De Luxe come about?
Since I started out with the import of original-second hand jeans from the US, as well as other second-hand garments, it was natural to make a word play on how something used and thrown out ‘junk’ could also be luxurious ‘luxe’. That was the general idea and by flipping through a dictionary, playing around with words, I ended up with Junk de Luxe.
The concept behind JDL is very unique;Why did you decide that it was time for something different/a change in this industry?
When I started Junk de Luxe I found the market to be conform and one-sided. I wanted to bring fashion to the fashionista on the street who did not have the money for prêt a porter, but who wanted more than what high-street brands had to offer. I saw a gap in the market and wanted to fill it with a fashion brand with enthusiasm and affordable reworked classics. At the same time I was missing a brand in my retail business who could offer the essential classics and therefore everything came together, so starting Junk de Luxe was a natural decision.
Junk De Luxe prides itself with bringing to their customer ‘The Art of Combination’..What is the ‘art of combination’?
The ’art of combination’ lies in the understated mix of old classic and new favorites. Contradiction is inherent and symbolic to our name, an ambiguity that has always been the DNA of our brand identity. We bring you street fashion with a hint of directional “Ready –to- wear-designs” – and a dash of Rock n’ Roll.
It’s a mix of right and wrong, a hybrid reflecting contradictions of fashion..
Can you talk us through the JDL A/W’11 collection?
For a/w’11 Junk de Luxe returns with a parade of rock ’n’ roll, preppy designs in true Mick Jagger, anarchistic style. The designs welcome you with a collection packed with uniform references in the form of glam and military. Workwear designs like shirts, trousers, jackets and army inspired pants are cleverly combined with other, more rock ’n’ roll items like sexy tight suits with semiopen shirts. (Have a look at the Junk De Luxe A/W'11 Collection here)
Regarding the aesthetic of each collection; Would you say that JDL follows current trends or with what inspires you?
First and foremost I go with what inspires me, but fashion is an organic flow of influences that reflects our society and blends into everyday life, making the current trends a natural underlying inspiration.
For a brand that came to our attention with its first collection in 1992, Junk De Luxe has been doing exceptionally well. What has been the ultimate key to your success?
Hard work and constant awareness towards the shifting urban tendencies and trends within our society.
Is the current retail industry in a better position now than maybe 10 years ago?
The fashion business is ever-changing and challenging and i don’t believe it is currently better or worse. If you love the fashion business you have a good change, but don’t think business. ‘Only dead fish swim with the stream’.
Pricing has been an important part of the Junk De Luxe philosophy. With such high quality in your designs why did you decide to maintain the JDL prices considerable and not go falsely up-market with your strategy?
I wanted, and still want to, offer an earnest value for money product with a price mix that fits the gap between high-street and prêt a porter.
What’s next then for Junk De Luxe? Anything exciting we should know about?
Junk de Luxe is currently expanding the global market position and Asia is a very interesting next step for us amongst others.The designers constantly move on to search for new experimental, progressive and discordant combos. But always a strong identity appears in the Junk De Luxe Classics – design is made to support a man’s personality, not to dominate it.
‘Fashion changes, Style remains’ Thomas Gundorph
All images are taken from the Junk De Luxe Autumn/Winter'11 collection in stores now!
By Andreas Menelaou Features Assistant & Digital Co-Ordinator
