Benim Denim: The Worlds First Startup Designed to Shut Down
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By Cassell Ferere originally published on Forbes.com
Many brands come into the market with the idea to grow and develop as a staple. One brand is changing that motto with a mantra to shut it all down as soon as possible. Benim Denim is aiming to shut down. Founded by Haisam Mohammed and Noah Bramme, Benim Denim;'s launch on December 27, 2022, marked a new journey for the lifecycle of fashion.
As its success pillar, Benim Denim is the first start-up designed and structured to shut down. Simply, once all the material is gone, the doors on the studio will clothes. But, to the avail, brands old and new have an opportunity to adopt this in arbitrary ways.
“When companies scale up, production does as well. Even the most clairvoyant operations are likely to overorder or overproduce. From time to time, [it's] leaving the company with inventory that can’t be sold - otherwise known as dead stock,” says co-founder Noah Bramme.
Most brands have no vision to shut their doors once their material has diminished. They tend to innovate in ways that require more consumption. Benim Denim is exploring and experimenting with a concept of a closed-looped fashion design trend.
Bramme describes it, “our idea was to take the dead stock at hand and turn it to life. Starting a brand that is only running as long as the dead stock denim roll allows us to. As soon as we’re out of the 170-meter roll, we’re shutting down the brand for good.”
The ready-to-wear brand Benin Denim conjured a question between the two founders; “How do we start a brand today when the fashion industry accounts for 8-10 percent of global emissions?” As noted by Benim Denim CEO and co-founder, Bramme. Mohammed has already broken ground in the fashion industry with his Unifrom fragrance brand, another passion project stemming from East African cultural influences.
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