INTERVIEWER 

Was MONTREET so sufficiency-oriented right from the start?

MONTREET

No, we weren't even aware of the term sufficiency from the outset. Looking back, however, I am a little proud that we intuitively thought and acted very holistically - without knowing the word for it. Of course, a lot has developed over the years. Since our launch in 2018, we have had various employees who have brought in new ideas. There were also phases in which turnover increased significantly and we worked a lot with online campaigns. That worked well at the time, but at some point it no longer felt right. We never wanted to advertise with percentages or discounts, but always with a sustainable approach. There were also small giveaways with added value, such as instructions on product care. Today, we no longer use online advertising at all - in our view, it no longer achieves anything and no longer fits in with our attitude.

INTERVIEWER 

What sufficiency measures do you use?

MONTREET

Firstly, of course, our sustainable, vegan and durable clothing. Then we have a rental service where you can rent items for a short time or on a trial basis, and the first repair is free. So clothes are really used instead of replaced.

Our pricing also follows the principle of real costs - without large profit mark-ups, so that prices remain fair. We also want to create awareness. We talk about critical consumption in workshops and on social media. Today, for example, we posted an „anti-consumption Christmas list“ - and yet an order came in straight away. It obviously reaches people. And finally: We deliberately keep our team small. For us, this is also a form of sufficiency - it's better to work with the right people in the long term than to frantically try to grow.

"It feels good to work at a pace that feels right instead of constantly chasing the next growth step."

INTERVIEWER

And what have you gained by focusing on sufficiency?

MONTREET

A few things, I would say. For one thing, the way people see us has changed. Many now see us more like a good friend - not like a brand that is constantly trying to sell them something. That's nice because it creates a more honest, relaxed relationship. Secondly, we have become more comfortable ourselves - as people, as a team. It feels good to work at a pace that feels right instead of constantly chasing the next growth step.

And, to be honest: We survived too. I knock on wood every time. When you see how many fashion companies have had to file for bankruptcy in recent years - especially those without a sufficient approach - I'm glad that we're still here. We are growing slowly, sometimes a little shakily, but steadily. And that shows me that we are on the right track. That doesn't mean we're standing still. But this „growing too fast“ and the pure pursuit of liquidity - that was never my goal. I didn't know at the beginning that our path would look like this, but today I am really satisfied. Of course, everything can always be better, but we have a roof over our heads, an office, a great team - and we're still alive. That alone is great.