Fernando welcomes the guest with a beaming smile. “Do you already know us, or are you with us for the first time?” The person opposite doesn’t even pretend to know “Shaping New Tomorrow”, the Danish brand that opened its shop in June in the vicinity of Urban Outfitters on the Roßmarkt in Frankfurt has opened a third branch across Germany. The young salesman grabs a pair of trousers and gets started. The piece is one of the “Essential Pants” series.
Made from plastic bottles as raw material. The highlight: it repels water. To prove it, he dumps a little water on his pants. A large drop will then form on the fabric, which can be easily wiped off. If you don’t like synthetic fibers, you can go for the “Classic” model from the men’s outfitter – tailored from cotton, with Lycra accounting for three percent. This makes the fabric stretchy like elastane. This model also has a special feature. The fabric looks quite lush, but is woven airy.
When you try them on, the pants prove to be very well cut and comfortable on the skin, almost cooling you down a bit. Another finding from the fitting: the parts are one size larger than usual. A customer who ordered a pair of trousers from the label’s online shop and wears them when visiting the store noticed this too. He basically likes it, but now he is looking for a somewhat narrower one and finds the right model.
A look inside Shaping New Tomorrow
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Image: Tom Wesse
35 recycled plastic bottles in the “Essentials”
The customer, short haircut, leather shoes, simple shirt and college bag, looks as ordered. His style fits well with the brand’s offering, which designs its fashion in Denmark and has it made in Portugal. “Shaping New Tomorrow” primarily stocks chinos and classic long-sleeved shirts. There are also shorts and short-sleeved shirts. All predominantly in muted colors, which are called: Granite, Ocean Blue, Marine or Walnut.
With their comfortable fit, they are suitable for both leisure and the office. Suit wearers will also find a selection, including a pinstripe jacket. “Sustainable: with 35 recycled plastic bottles” – this is how the brand advertises its “Essential” products in the store. In the changing room, customers learn that the furniture also contains recycled material.
If you need it, you can charge your smartphone on a shelf. The brand also offers a special service: the ceiling light can be adjusted via a control module on the wall so that it emits daylight or bar light, for example. In this way, the customer can see how the fabrics work.
If you’re in the mood for chewing gum, mint drops or gummy bears – no problem. In the cabin there are filled bags – a little pampering. The prices are simply structured, they are aimed at an audience that is happy to pay for a shirt or jacket but does not want to take out credit for fashion.
Long pants cost 109 euros, long-sleeved shirts 99 euros, regardless of the material. Overshirts cost 119 euros, short-sleeved shirts and shorts are available for 89 euros, classic polos for a tenner less. Last but not least, there are socks and boxers on offer, 39 euros per pack of two.
Shaping New Tomorrow, Frankfurt, Rossmarkt 15; Monday to Friday 10.30 a.m. to 7 p.m., Saturday 10 a.m. to 8 p.m., www.shapingnewtomorrow.de