Equally hidden are GmbH’s offices, in the Berlin neighbourhood of Kreuzberg it is the perfect place for the union of a Turkish-German and a Norwegian-Pakistani. With an impactful image, GmbH plays with clandestine clubs, technical materials mixed with leather, vinyl in men’s clothes without being afraid of transparencies.
GMBH, A NOT-SO-LIMITED COMPANY
GmbH is the initials of Gesellschaft mit beschränkter Haftung, something like a “limited company”. A big part of German businesses have it in their name and that is why Benjamin Alexander Huseby and Serhat Isik decided that it would also be the name of their brand, turning it into a no-name that seems to be blurring the lines. A simple way of hiding themselves between the mess that is the business world and it is even seen in their website’s image, which is closer to an administrative form to what we would expect from a fashion brand.
In line with their latest collaborations with Kiko Kostadinov or C2H4, Asics goes beyond what’s expected of them not only in choosing their partners but in their final product. Taking the Gel-Kayano 5 created in 1999, GmbH creates a product that understands original technology translating it into a new system based in a particular way of mixing materials and it also has a lot to do with GmbH’s collective ideology. Texturised materials that play with diagonals, shiny finishings, leather or plastic materials that become transparent are in the identifying elements of both brands.
