From the GOOD STUFF Interviews from J'N'C Magazine N°69 / 3-2017, Interviews: Cloat Gerold & Thorsten Osterberger
The creative writer and fashion aficionado is co-founder of the blog Style Post.
How does a product become a timeless classic?
It should be made well, treated well and sold in a fitting environment, without being trivialised or devalued by non-experts. A timeless classic is most likely quite simple, logical and understandable.
Is it possible for a style or a pattern to grow into becoming “timeless” through constant repetition?
Yes – it either becomes an annoying plague, or a valued evergreen. Anything in between is not enough. The longer something is in use, the more likely it will become a beloved classic.
Buzzwords and slogans like “slow fashion” and “less is more” are trending right now. Can you tell if this development will catch on in the long term?
For some people in Western societies, it certainly will become more and more important – especially for those who have a lot of posessions and are fed up with the lifestyle of mass consumption. People are finding out that shopping doesn´t necessarily give them a better life, and are starting to ask questions, like whether things can be more simple, essential, long-lasting and durable.
Do you think durability and a certain „timeless“ design will be more important in a future that is focussing more and more on sustainability?
I guess so, yes. Good design will always be defined by a certain timelessness. I believe that Mr. Jasper Morrison is right when he says that simplicity is a key to beauty, but beauty alone does not necessarily make good design.
"A timeless classic has value, maintains it over the years and creates an emotional attachment."
Can you imagine a younger generation in the future spending more money on timeless pieces than on short-lived trends?
It probably won´t be a younger generation, but the generation that is young right now will search for meanings beyond over-consumption and mass market production. I guess they will value craftmanship and uniqueness more when they grow older. For the very young, I think we should be tolerant and let them consume, overdo it and find out for themselves.
Do you think quality sometimes has to play second fiddle to trendiness?
For some brands, market segments or target groups this might be the case. They don’t value quality as much as the instant recognition-factor of something – that “flash” moment. This is often the case with very fashionable things. They don’t even need to be very, very good – just very cool. As soon as something is very well-made, you want it to last longer and become a companion for a certain period of your life. That’s not in sync with the fast-changing nature of fashion.
Please name three timeless classics everybody should have in his/her wardrobe (and why).
A very good pair of chino pants, such as the one Incotex makes, an outstanding made-to-measure jacket with a light construction and a natural coloured cashmere jumper. This simple uniform will make you look well dressed for almost any occasion, regardless of the shoes.
Please name three very trendy products you are glad of having hung on to over the years (and why).
I sometimes buy very recognisable “it”-pieces by Belgian designer Dries van Noten, because I love his spirit between classic and fashion. I did buy some quite expensive limited edition sneakers by Nike not long ago, although I am not much of a “sneaker head”. And I love my new Mismo canvas bag, which is simple and a bit more refined than the Filson one I had before – I’ve used it to death.
What’s your personal favourite “timeless classic” (and why)?
I always love to see a really well-made simple white shirt with a good fit. It’s beautiful on any skin or body type, and if you have an eye for it, you can easily distinguish the connoisseurs from the lookalikes by carefully studying the details of the shirt.
