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Article
2 X HUST
BEHIND DANISH
FASHION SUCCESS
Father and son Anders and Nikolaj Hust are working closely
together on expanding the Danish family-owned company
which Anders Hust founded in 1975.
CLAIRE
BY HELLE MATHIESEN
Q | Claire Woman has great success in Scan-
dinavia. You are set to attend Berlin Fashion
Week. What can your brand bring to the
European market?
A | Anders Hust:
We are the only Scandinavian company
that is SA8000 certified. We have sacrifi-
ced all the resources it takes to achieve this
tough certification that proves our control
of the manufacturing process of garments.
Moreover, we have a sustainable produc-
tion and we use a lot of Oeko-tex 100 cer-
tified fabrics, we avoid air cargo and we
make sure that factory workers get a salary
64 | ISSUE NO 03 JUNE 2018 | MODEBRANCHEN.
that is 10 percent above the minimum wage casual. We are not trendsetters, but keep
All sewers get retirement benefits. We have together the collections, we always make
in the specific production country. 65 per-
cent of our clothes are produced in Europe.
18 people in employment specifically hired
to oversee quality control.
All in all, we keep our promises. What we
sell is what you see in stores.
A | Nikolaj Hust:
With that said, none of this would matter if
we did not have the right design, a perfect
fit and a razor-sharp concept and brand
DNA.Claire Woman can be described as “af-
fordable luxury”. The style is feminine and
up with fashion with a stunning style that
is appealing to most women. When we put
sure that there are clothes for everyday
use, for business and for parties.
A | Anders Hust:
At Claire Woman, we have found success
with our NOOS programme that consists
of jeans in different fits, lengths, colours
and washes. Additionally, the programme
features basic tops and dresses, trousers,
skirts and suit jackets in deep navy and
black.