Munich Startup: Who are you and what does Akjumii do?
Akjumii: We are Michaela and Anna and in 2012 we founded Slow fashion label Akjumii We make convertible coats: The 3-in-1 coats can be worn as a jacket, vest, or coat and can be redesigned time and again with detachable "add-ons." The 'Akjumii Add Ons' include various collars, hem extensions, and decorative details.
Munich Startup: How do you bring the topic Circular economy into your business model?
Akjumii: We offer a free repair service, and coats can be returned to us at any time. We will then clean and repair them or recycle them into our 'add-ons'.
Our coats are also available for rent. Add-ons can be created from our offcuts, which we minimize through digital cutting.
When it comes to the circular economy, we also place a strong emphasis on modular systems. These work for everything from housing to furniture and even clothing. And we believe that anything that's adapted to current living conditions stays in the cycle longer.
Why perseverance is important for the circular economy
Munich Startup: What can other startups learn from you?
Akjumii: Considering sustainability right from the design stage and in the business idea. Creating products that are already adaptable through their design and thus remain in the cycle longer. And as a startup, should we always consider what happens after a product is sold? We believe that our responsibility doesn't end with the sale.
And in general: Stay on top of things! When we asked all our potential suppliers about the entire supply chain and all the raw materials at the "Munich Fabric Start" a few years ago, we were almost alone. Many couldn't answer our questions. Now, the topic has become important. Many are asking, and suppliers have realized that it's important to know the entire life cycle of a product.
Akjumii: Awareness is our biggest challenge
Munich Startup: What are your current challenges?
Akjumii: Awareness is our biggest challengeWe're fully occupied with the brand and the product. However, to increase sales, we'd probably need to become more well-known, and working on that additionally would be very difficult for us due to limited resources.
Munich Startup: What other circular solutions are there that you find exciting?
Akjumii: There are many exciting material innovations. New sales channels like lending or swapping are also great. We're also very excited about using existing materials, for example, creating limited editions from old silk blouses.
Technical solutions are also very exciting for us. For example, our coats offer hundreds of different combination possibilities. Presenting these digitally and creating digital try-on options would be fantastic and would further inform purchasing decisions.
Munich Startup: Where do you see yourself in five years?
Akjumii: The goal is to increase awareness and sales to such an extent that we can research ever better (and more sustainable) solutions in all areas and bring more designs and products to market that are, ideally, fully recycled and recyclable. Thus, we can make an ever greater contribution to ensuring that the (fashion) world treats people and nature with care.
