DETALE STUDIO

Detale is an international online fashion brand for men and women with a focus on high quality casual tailoring and knitwear. We offer a long lasting collection of our classics of high quality and made of beautiful and circular fabrics. Detale tells stylistic stories of different interpretation of our garments, designed and made with transparency and an honest price tag.

The story behind Detale

Detale started out of a personal need of Founder and Designer Anne Mertens. After working at high and mid level brands she learned a lot about the fashion system as it is, and got more and more confused. Why can’t we at least strive to be as sustainable, durable, whatever you want to call it, and still make fashionable and interesting clothes?

“I’m always on a hunt for timeless classics with small and interesting details that show craftsmanship and personality. Just as important is my love for fabrics and materials that feel comfortable and look luxurious. I make sure our materials are sourced sustainably and are being made fair and ecologically friendly. If a garment shows great quality and is interesting in design, I’m sold.
What I see in our industry is edgy high fashion on one side with great aesthetics and design and some dusty or very minimal eco-brands on the other side. There is not yet enough of choice for the average consumer. That’s where Detale comes in.“

Timeless and authentic

“Every season has so many different trends, giving the consumer too much choice and getting him overwhelmed. All those different styles and at this fast speed… You almost can’t keep up. Whenever you finally bought that cool trend item, it’s already out of fashion again within a month. Personally I was so fed up with this that I decided to curate my wardrobe very carefully. I love to design garments that will stay beautiful and accurate year in and out still being a
special garment. I strive to design clothing that’s simply comfortable, versatile, of good quality and that makes you look beautiful. I believe garments will have more value this way. For you.”

One collection

“I took some time to develop the Detale collection; a year to be specific. When it comes to design, fit and quality, it had to be perfect, because this is ‘the collection’ and it’s there to stay. It’s possible other garments will be added to this wardrobe to make it even more complete, but it doesn’t have to. The collection that you find on the website is, after a lot of research, our perfect men and women's classic wardrobe that is timeless. Of course, there are some more items that can be part of this wardrobe, and I might design them in the future. But it all depends on you! I would like to communicate often with my customers to create new classics together. “Detale people” I call them. “

Pure fabrics

“Well designed timeless clothing automatically means I have to work with high quality, durable fabrics and materials. The knits, for instance, are from baby alpaca wool and pima cotton from Peru. And the denim and jersey is made of Hemp, a forgotten but really great material. I love to explain what these materials are and why we use them in the collection and also how to take care of these specific materials. Because you can add a few years to your garments taking good care of it, just as you do for yourself. Lots of raw materials are being exhausted by the fashion industry, so we think it’s important to work with new (and old), ecologically friendly and natural materials with low impact.
With many brands this results in a high price tag. I want an honest price for everybody involved, including you. So we are transparent in our prices and show you where and how our garments are made. You deserve to know and we are proud to show! Because we only sell online and set up pop-up shops, you will not pay for a middle man. “

Inspired by stories

“How you dress is an extension of your personality. So that’s different for everybody. People with different lives have a different take on our garments. It inspires me to tell these stories and show the diversity. That’s the reason why we have the “Detale People” page where you can find stories of people that have their take on our garments. Fashion and society is diverse and we embrace that. I get my inspiration from other people’s stories, opinion and personal style. Communication is the key to inspiration for me. Whether it’s a conversation with someone or a visual, like art or photography. Also, we try to translate these stories visually at Detale, and we hope they inspire you in any way. “