Hēdonē

Hēdonē is inspired by a desire to combine the vibrant energy of club culture in Berlin with the eloquent artistry of haute couture and stage arts with a dedication to slow fashion with sustainable practices, advocating a thoughtful and intimate approach to fashion.

The founder Dorothea Tomsits’ interest in clothing and fashion goes back to over a decade long experience in theater and opera stages of Volksoper in Vienna from her childhood. Before beginning her training as a clothing technician and fashion seamstress, she studied philosophy and archeology.

Could you explain what Hēdonē is and what it aims to achieve?

Hēdonē is a fashion brand that aims to make people aware of the value of handmade clothes, of quality and ethical production.

What inspired you to launch your own fashion brand, and how did you come to choose the name “Hēdonē”?

I have worked in the fashion and related industries long enough to witness the high level of exploitation. Over time, this took a toll on me, and during the COVID-19 pandemic, I burned out under the pressure. I decided to break away from this culture and realized that I need to make it myself. Here I am, trying to create an honest brand while being true to myself and fighting for fair work conditions in fashion.

During my search for the name, I had an inner journey to look for the things, ideas that are closest to me, the things that really matter and keep me going. The result of that journey was Hēdonē. I love that she is a female goddess. The goddess of pleasure. Born of the union of Eros and Psyche -the earthly love and the Soul. The same union I strive for in my work.

My biggest aim in life is happiness. And to find pleasure in the things you do is key to finding happiness. So, for me, Hēdonē stands for that.

As far as I understand from your words, Hēdonē is not just a new fashion brand but also a response to the social and political consequences of the industry. Could you elaborate on this perspective?

Yes, that’s true. The fast-fashion industry has stripped clothing of its charm and value in people’s eyes. Fast fashion has fueled a culture of overconsumption, leading to massive waste with a huge ecological impact on our world. On the consumer side, perfectly good garments are thrown away just to make room for the next trend. On the production side, vast amounts of clothing are thrown away too—either to maintain pricing strategies or due to overproduction.

How does your brand promote sustainable practices and ensure an exploitation-free approach to fashion production?

There are several steps that promote sustainable practices in my brand. First, I use 90% dead-stock fabrics, which means that I use fabrics that have already been produced but are left over in small quantities. For most companies, this wouldn’t be profitable and they would rather throw this part away than make use of it. So, I give them a new life instead of letting them go to waste.

Second, I only produce on demand. This way, I prevent overproduction, nor will I use my limited amounts of fabrics for items that might never sell. At the same time, I offer personalized and flexible service, as in I can make the ordered garment in the perfect size for my customer and adjust things according to their wishes. Last but not least, I make every piece myself, this way I can ensure not to exploit anyone along the way, plus I guarantee the best quality and ensure it is made to last. Sustainability also means quality for me. The longer I (can) use a product, the less new things I need to buy. Also, if a product is made to last, it will most likely also be possible to repair if things break on a long journey.

What does a typical day in your atelier look like, and how does it shape your creative process?

I would say there is no such thing as a typical day in my atelier. 😉 I plan my days with a list of tasks and adjust based on ongoing projects. This way I can be flexible in my planning and shift things around if needed. But a most enjoyable day in my atelier would mean that I am working on something with my hands. Whether it is an order that I am working on or new designs I am developing or just preparing for one of my markets.

Interestingly, the more boring the task at hand is, the stronger my urge to dive into something creative—a new design, a new collaboration or something similar. So, I try to get through my ‘must-dos’ so I can focus on my ‘want-to-dos’.

What obstacles have you encountered while pursuing an alternative vision to mainstream fashion, and what advice would you offer to others with similar dreams and aspirations?

It is a very long journey. And no matter how much you know this when you start, it is still very hard to go through it. The biggest challenge is to reach new customers who not only love your designs but are also willing to pay the price. And I believe it is not about being able to afford it. It is about understanding the value of the product. Many people are accustomed to cheaply produced, mass-manufactured clothing made thousands of kilometers away, and shifting that perception takes time. I would tell you to do it anyways. Because if I didn’t believe it was possible to educate people on how terrible the industry is and that there is an alternative, I would have given up already.

Where can our readers find your products and learn more about your work?

They can find me on Instagram: @hedone_berlin and my products are on my website: www.hedoneberlin.com. People can come and find me at my next market in Berlin (all updates on IG) or send me DM & e-mail to visit me in my atelier in Kreuzberg, Berlin. I also work on different projects in styling, stage design, and costume design, collaborating with musicians and stage artists for music videos, live performances, as well as movie productions. I try to keep an updated web and social media presence about my brand and my projects, so they can make sure to follow me on Instagram!

Hēdonē
@hedone_berlin

Interviewee: Dorothea Tomsits (the founder of Hēdonē)
_{Interviewer: Tevfik Hürkan Urhan}