GmbH: Berlin's Techno-Infused Fashion Brand with a Political Edge

GmbH, a Berlin-based fashion label founded in 2016 by Norwegian-Pakistani photographer Benjamin Alexander Huseby and Turkish-German designer Serhat Isik, made its Paris Fashion Week debut in summer 2017 at the Institut du monde arabe. The brand was shortlisted for the prestigious Prix LVMH 2017. GmbH's aesthetic draws heavily from Berlin's techno and industrial club scene, featuring technical materials, cargo pants, motocross jackets, and unisex silhouettes. The brand emphasizes political engagement, particularly around Brown Identity and Muslim heritage, aiming to increase visibility for people of color in fashion. Their Spring-Summer 2018 campaign, 'Europe Endless,' cast non-professional models from migrant backgrounds, photographed in a style reminiscent of Richard Avedon's Versace campaigns. The campaign was shot in Kreuzberg's Kottbusser Tor neighborhood, featuring children of immigrants from Sri Lanka, Azerbaijan, and India. GmbH operates as a collective in Kreuzberg, with a small team of collaborators.