Learn about Johann Ehrhardt and his remarkable fashion brand, KUNO.
Johann, a passionate fashion designer in his final semester at the prestigious “Lette Verein” Berlin, has transformed his love for sewing and designing into a successful career. In collaboration with his dear friend Julius Weißenborn, Johann founded KUNO in mid-2020, with a strong focus on sustainability.
With the fashion industry’s tarnished reputation, Johann aims to be part of the much-needed change, where fashion reclaims its value. KUNO distinguishes itself by working exclusively with recycled materials and ensuring that its fabrics are woven in Germany. Moreover, the production of their clothes takes place locally in Berlin, reducing carbon footprint.
But KUNO’s commitment to sustainability doesn’t stop there. For every product sold, the brand partners with the esteemed “Bergwaldprojekt” to plant a tree, taking a step further in contributing to environmental conservation. The exciting twist lies in attaching the coordinates of the planted tree to each product, allowing customers to connect with their item’s unique ecological impact.
TITLE: Can you give us a brief introduction to yourself and tell us about your brand KUNO?
Johann:
I’m Johann Ehrhardt, a fashion designer in my final semester of studies at the “Lette Verein” Berlin. I stumbled upon sewing and designing by chance, and I’m grateful to have turned my hobby into a career. In mid-2020, my good friend Julius Weißenborn and I founded KUNO, a brand that focuses on sustainability in fashion. We’re determined to change the industry’s reputation and restore value to fashion. KUNO exclusively works with recycled materials and our fabrics are woven in Germany. We produce our clothes in Berlin and, as part of our commitment to the environment, we plant a tree for each product in collaboration with the “Bergwaldprojekt.” The coordinates of the planted tree are then applied to the product.
TITLE: At TITLE, we emphasize the importance of staying true to yourself, your art, and your identity. What would you say is your True Identity?
Johann:
I believe that approximately 80% of our behavior is influenced by others, shaping our taste, perception, and the media we consume. We are all on a lifelong quest to discover our true identities. With each passing day, we change and learn new things, constantly receiving an influx of information. Finding our true identity may seem almost impossible due to these constant changes. However, I believe that as long as we can enjoy life, avoid causing harm, and strive to do good for others, we come closer to understanding and embracing our true selves.
TITLE: Your collection is called phobia. Do you have a phobia?
Johann: Personally, I don’t have a specific phobia. There are certainly things I may not be particularly fond of, but I wouldn’t classify them as true phobias. Nevertheless, I find the topic of phobias intriguing because it allows me to empathize with others, understanding why they may act or think differently.
TITLE: Which is your favorite piece of the collection and why?
Johann:
Among the garments, the black dress holds a special place in my heart. It was the first finished piece, and the others were built upon its foundation. That sentimental value makes it my favorite.
TITLE: What inspired you to design/ create fashion in the first place?
Johann: In fashion, I’ve always found the craftsmanship of making clothes very inspiring. Watching others work always makes me want to get started myself and is still a great source of inspiration and motivation for me today.
TITLE: How do you stay creative during the pandemic? Do you have any advice for fellow creatives?
Johann: The year 2020 was ironically one of the best years of my life so far. I got a job as a studio tailor at Paula Kunkel, I started my own business and my friends and family have been doing very well too, despite the pandemic. I feel like the world is on pause at the moment, and I’ve just been given time that I’ve been able to use very well so far. As soon as we’re back to normal, things can really get going. Last year I was very lucky, and I am very grateful for that.
TITLE: Alternative Reality is a name we use when describing realities we allow ourselves to enter when creating, something very separate from reality itself. What is the difference between alternatives and realities for you?
Johann: I often drift off into daydreams, especially when I want to go to sleep at night and I still have a thousand ideas running through my head. In such moments I feel like an excited child who can’t wait for the next day. In these moments, I scribble or note down my ideas. Most people know this feeling or have experienced it once. You build your own little world and the best thing about the whole situation is to turn it into reality.
TITLE: Which moment in your career are you most proud of so far? And which goal would you like to achieve in the next ten years?
Johann: There have been many moments where I was very “proud” or happy, so I can’t name a specific highlight. I love to give joy to others and the people who wear my clothes always appreciate it very much. I usually experience great happiness when they tell me that they were asked about it. That is one of the best feelings in my career/profession.
I would like to open my first own shop in Berlin by the end of 2021. And together with my business partner and Johannes Stoehr (a member of the design team), I would like to organise a fashion show with at least 20 outfits at Fashion Week. I don’t really have any long-term goals, but I would like to still be able to work in this profession in 10 years’ time and remain healthy.
TITLE: Who do you look up to?
Johann: I don’t really have a role model, I like art and artists a lot because they are connected to what I do, but there are so many people doing beautiful things, it’s hard to focus on a few specific people.
Credits for Phobia
director: Elias Ben Dahho
Dp: Konrad Losch
Artdirector: Hannah Siegfried
1Ac: Ciro Kavouras
OB: Alex Kain
Creative Director: Johann Ehrhardt
Model: Tina Paffen
Model: Yasmin Momodu
Model: Nicole Meiners
Recording director: Marlene Wiedersich
Set runner: Johannes Stoehr
Make up: Paula Ehrhardt
Cut: Tim Plaster
Sound design & Music: Fred Hellmann
Colorist: Christoph Hanisch
Header collage by Celine Nguyen
