The Dutch fashion label Teder, founded by designer Tosca Soraya Otten, is temporarily putting its activities on hold. The designer consciously chooses to take a break to rethink the brand and develop a more sustainable, more focused model that breaks away from the traditional fashion system.
Via Linkedin, Otten spoke about ‘the pause button’ and the need for more focus and rest. In an explanation to FashionUnited, she emphatically states that the brand will continue to exist: it is an intermediate phase in which the foundation for a different form of fashion is laid.
Pause as a strategic choice
According to Otten, the decision to pause Teder is not an end point, but a necessary step in a broader process of reorientation. “It’s not quitting,” she emphasizes. The designer mentions a combination of structural and personal factors that led to this choice.
Thus, the current dynamics of the fashion industry, characterized by rapid seasonal cycles and constant pressure to launch new collections and product groups, clash with her vision. “That ‘more, more, more’ model doesn’t suit me,” she says. At the same time, she notices that investors often focus on growth and volume, which further increases the tension.
External factors also play a role. The current geopolitical and economic conditions make it challenging for young, internationally operating brands to scale. Otten points to sharply increased transport costs and constant changes in import and export regulations, including towards the United States.
Towards a different fashion system
With Teder, Otten wants to develop an alternative to the existing fashion system. She emphatically opts for delay and depth. The future brand model will revolve around a smaller, more consistent offering with a longer lifespan.
The focus is on well-thought-out designer pieces – explicitly not basics – executed in consistent colors and materials. Collections should be completely seasonless and designed with functionality and inclusivity in mind, so they suit diverse body types.
Teder is also moving away from traditional retail mechanisms such as seasonal launches and sales. Instead, Otten wants to focus on continuous improvement of existing designs, instead of continually introducing new products.
Direct(er) relationship with the consumer
An important part of the repositioning is strengthening the relationship with the end user. Otten wants to expand that connection through physical meetings, such as events and retail points, supplemented with an online community and shopping environment.
