At SUSUMU AI - a Japanese-German fashion brand between traditional and timeless design

by KNOK Team

After a few years of working for different fashion labels, Alisa Menkhaus, designer of Susumu ai, no longer wanted to deliver her ideas to others and wanted to realize herself professionally. Together with her brother Keiho Menkhaus - both grew up with Japanese as well as German roots - she founded the label Susumu ai. 

> Alisa Menkhaus with KNOK AirPods strap in LILAC

What drove you to start your own business?

The decisive factor in my decision to become self-employed was the support of my brother. I certainly didn't have a lack of ideas or vision for what I wanted to do, but I was missing the business side of a company. 
Another point was that sustainability in today's fashion industry is important to us, especially not to produce in overproduction. With SUSUMU AI, we have made it to our mission to preserve Japanese culture and make it accessible worldwide. Not least because traditions developed over centuries are losing importance in Japan. That's why we work with Japanese traditional Kimono fabrics and make wearable clothes using them. 


How long have you had your business? 

We have founded the Susumu Ai GMBH at the end of 2019 but already started with our Idea and work in progress in summer 2018.

 

What about your business makes you feel most proud? Biggest accomplishment?

My employees,Our team, everyone who has helped us reach our goal, everyone who has helped us get this far. 
I'm also proud to be able to present the best of two beautiful countries and to be able to translate the combination of that beauty into fashion, which we've managed to do in the first three years and also with our online store. Through Covid 19, we have strengthened the focus on our digitalization in the online business, even if we missed the personal contact to our customers. 
I'm also proud to be able to present the best of two beautiful countries and to be able to translate the combination of that beauty into fashion, which we've managed to do in the first three years and also with our online store. Through Covid 19, we have strengthened the focus on our digitalization in the online business, even if we missed the relationship with the customers a lot. 
Where do you see your brand in the future?
The next goal long term would be to put our focus more on sustainability and to do the best we can in our efforts to combat climate change.

Biggest hurdle having a business?

Growing up in Japan, you've learned to always be good and do good for whoever. To see the best in everything and in anyone. In Germany, it is not easy to start a business and many obstacles are put in your way. We made many learning mistakes that made me a stronger person who I am now and I learned a lot from our mistakes. That's why I would do everything the same way again. Wiser, of course!


What are your most important essentials / accompanies you in everyday life and at work?

Appreciation for everything and Love! :)

Is there an accessory besides cutting paper and scissors that accompanies you through everyday life?

I'm very often on my cell phone. Make phone calls and Instagram does not sleep.. so I need it always with me - a Handykette can be very handy ;)  You no longer wonder where you put it down again.

> Especially when we make fittings or discuss the collection, with the Handykette you always make a picture in between.<

Follow Susumu ai Instagram or check out their website on www.susumuai.com. 



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