European Fashion Brand Nehera Is Going To Overturn.

Europe

Nehera is famous for its extremely simple profile.

The colors used are mostly grey and earth colors. They will introduce a cocoon shaped tunic, a pleated rock color, a swan sweater, and a single cardigan with two pockets on the back.

However, Nehera is not a new brand.

In 1930s, Jan Nehera, a businessman in Czechoslovakia, founded the brand, which was once famous for its clothing business in Europe, the United States and Africa in 130 retail stores.

In 2014,

After joining the Samuel Drira, the brand began to rebuild and wanted to have strong points in design.

Previously, Samuel Drira was a design consultant in Hugo Boss, The Row and Herm s, and also co founder and publisher of independent minority magazine Encens.

Now, what Samuel Drira does in Nehera is simply: overthrow it.

"In Czechoslovakia, you are always surrounded by silence and silence, which is different from the pressure felt in Paris.

I remember that when Raf Simons left Dior she used "hatching" to describe design. I was always thinking about this problem.

If you want to do some longer design, you'd better complete some better designs.

As a designer, there are many things you can't control.

I've never had this experience.

Samuel Drira said.

Samuel Drira likes to hide a person's information from his clothes.

At the very beginning, he even wanted to start with the design of a white T shirt. Only shape and texture could make the human body get the designer's intention.

This is exactly what you can see on Nehera's clothing.

It's the shape that can't be summed up. You can't simply define it as a skirt or a shirt.

"Many clothes, as long as you choose, you can only wear this button. If you buckle this button, your task will be completed.

But if you are such a baggy garment, your display task is just beginning. It all depends on you, your movement path.

In such a design, you can't just be a passive clothing carrier.

Samuel Drira said.

{page_break}

For Nehera, reconstruction is not just about design, but also a series of international expansion.

"At present, 1/4 of our products are sold in Japan, and 50% of our products are exported to Asia.

Now looking for retailers in Prague, globalization is a way to get more profits.

Ladislav Zdut, who began restructuring Nehera in 2014, said he was also one of the partners of the brand.

Ladislav Zdut believes that Prague is a key market for Nehera, because Nehera is born in this country, "so we keep all the production lines in Czech and preserve the history of this brand."

"We are also a very young brand with an annual income of about 1 million 500 thousand euros," said Bibiana Zdutova, Nehera, a women's clothing department manager. "Our goal is to produce quality products and attract buyers from more than 100 of the world's top boutiques."

In 2015, in order to enhance the global brand image, Nehera was also preparing to find international stars to take the red carpet.

"Nehera attaches great importance to the official time of Paris fashion week."

Ladislav Zdut said.

It is interesting that in the official website of Nehera, only the 4 series of Samuel Drira were added to the website, and no emphasis was placed on the former design.

This shows that the overthrow of Samuel Drira is very thorough.