brand book

gestuz brand book 03 welcome

this publication represents the heart and spirit of gestuz

and everything that sets us apart from our competitors.

welcome to gestuz’ universe.

GESTUZ CaPTIVaTES a nEW GEnEraTIon oF IndEPEndEnT GIrLS.

In just a couple of seasons, Gestuz has made its mark as the new generation of girls’ dearest fashion brand. The formula has been to offer a rich mix of crafted knitwear, high-quality leather pieces, super sexy dresses and cutting edge denim. our mission is to let the consumer discover their own personal style by making clothes that speak for the moment and, above all, ensuring fair prices.

Gestuz pledges that even while we change — as every living thing must — we will never lose touch with the girl on the street, who was the spark that started the brand. our passion to move Gestuz forward, our coolness and our ability to be just a little ahead of times.

gestuz brand book 05 summary

gestuz brand book 06 collectIon oVerVIew

gestuz brand book 07 collectIon oVerVIew

Q&A

InTErVIEW WITH CEoSannE SEHESTEd nIELSEn

a representative of a new generation of ceos in the fashion industry, sanne sehested nielsen has brought gestuz into the new decade in

its own right. Here she gives her thoughts on the brand.

Firstly, what was your initial idea with Gestuz?“I hoped to capture the spirit of the new generation of girls I spotted on the streets. I acted really more on instinct than on research, trusting my sensibility and what I could see by looking at the inspiring girls of today.”

How did you get started? “together with my partner in crime, lene boesen, I put a team together that I felt could translate that feeling I had into a brand, something that could capture the liveliness and spontaneity. that was also one of the reasons for bringing together a quite young and talented team at gestuz, although I’m not saying that it should be a naïve one. It was important that everybody had the same entrepreneurial spirit and all-encompassing passion to bring the brand forward.”

What kind of girl was Gestuz designing clothes for then?“my idea of the gestuz girl is someone at whom you look and think: ‘I could be that girl’. I wanted that approachability and attractiveness. I see the gestuz girl as one of those exciting girls who knows exactly what she wants – and how to get it. she is the girl you always keep an eye on, are inspired by – and listens to what plans she has for the weekend. that’s what it was like then, and it hasn’t changed at all.”

Where do you meet the Gestuz girl?“you could meet her on a warm summer night in the centre of aarhus, having a glass of wine at a tiny café in le marais in Paris or partying at a club in stockholm. today, I see gestuz as a european brand for girls of this continent, but you never know where gestuz will be in five years.”

How does the idea translate into fashion?“think of it this way: lots of girls like the ones I just described who are doing lots of different things could buy a gestuz jacket and it would look different, and natural, on each of them. we have always been aware of this, and I believe that is one of the reasons why we have already gained a loyal following.” Could you explain the raw materials and the look that is always a very visible part of Gestuz collections?

“I think we all look for an edge. For me gestuz’ clothes speak for that moment. a girl wears these clothes, they don’t wear her. they have an element of drama about them that makes girls happy – by that I mean the way the clothes express what you want them to express, the things you want to allude to. It’s never about dressing up, which is putting on clothes that make you something you’re not.”

Would you say Gestuz is a niche brand? “no, it is actually the opposite. we are a design-driven brand that delivers fashionable clothes, but if I have learned anything in this business, it is never to underestimate the customers, who understand gestuz in the right way. we try to take advantage of both unique design and deep insightful knowledge about the customers’ needs.”

Where do you and the design team get your inspiration for the collections?“the primary source of inspiration is travelling. the design team make regular visits to major fashion cities like new york, london, Paris and tokyo, but these cities are no longer the limit. you can find inspiration everywhere. It could be at a concert by a local indie band, an art exhibition or in a cool girl’s blog from oslo.”

gestuz brand book 08 InterVIew wItH ceo sanne seHested nIelsen

gestuz brand book 09 InterVIew wItH ceo sanne seHested nIelsen

“If there Is a brand that Is really up and comIng, It Is gestuz: great, good prIces and a hIgh trend factor.”

— Linn Gustafsson, fashion blogger, Sweden

“a breath of fresh aIr… gestuz offers the cool basIcs that every gIrl should have In her wardrobe.”

– Emelie Johansson, fashion director at Cover, Denmark

“gestuz Is an awesome fashIon brand. It’s trendy – wIthout beIng trend-drIven. to me that means you can keep It In your wardrobe for a long tIme wIthout gettIng tIred of It. I especIally love theIr

dresses, skIrts and jackets In leather, I see that as somethIng unIque to the brand. for me gestuz Is what Is needed on the market.

It’s on the beat.”— Amanda Nørgaard, model, Denmark

“I’ve followed gestuz from the very begInnIng and have enjoyed workIng on the brand. havIng saId that, the latest collectIons are my clear favourItes – they perfectly match the rIght trends but In a way that Is loyal to the brand’s dna – gestuz always has a unIque

coolness, whIch makes me want to wear It agaIn and agaIn.” — Cindie Hiort, styling editor, ELLE, Denmark

gestuz brand book 10 Quotes

“If there Is a brand that Is really up and comIng, It Is gestuz: great, good prIces and a hIgh trend factor.”

— Linn Gustafsson, fashion blogger, Sweden

“a breath of fresh aIr… gestuz offers the cool basIcs that every gIrl should have In her wardrobe.”

– Emelie Johansson, fashion director at Cover, Denmark

“gestuz Is an awesome fashIon brand. It’s trendy – wIthout beIng trend-drIven. to me that means you can keep It In your wardrobe for a long tIme wIthout gettIng tIred of It. I especIally love theIr

dresses, skIrts and jackets In leather, I see that as somethIng unIque to the brand. for me gestuz Is what Is needed on the market.

It’s on the beat.”— Amanda Nørgaard, model, Denmark

“I’ve followed gestuz from the very begInnIng and have enjoyed workIng on the brand. havIng saId that, the latest collectIons are my clear favourItes – they perfectly match the rIght trends but In a way that Is loyal to the brand’s dna – gestuz always has a unIque

coolness, whIch makes me want to wear It agaIn and agaIn.” — Cindie Hiort, styling editor, ELLE, Denmark

gestuz brand book 11 Quotes

gestuz brand book 12 tImelIne

tImelIne 2007—2010

—Founded in kolding, denmark—gestuz enters the german market— sanne sehested nielsen is

appointed ceo at gestuz— lene boesen is appointed sales

director

07

— nominated upcoming brand of the year by mtV germany

— award-winning designer tilde bjerregaard is appointed at gestuz together with graphic designer signe elisabeth Vedel

—gestuz enters the british market

08

gestuz brand book 13 tImelIne

—gestuz enters the French market— gestuz.com social media platform

is launched— Photographer kacper kazprzyk

shoots gestuz campaign in Paris — gestuz is invited to participate at

the well-acclaimed fair, gallery in copenhagen. besides gallery, gestuz is now showing at who’s next in Paris, Premium in berlin and modefabrik in amsterdam

09

— nominated best danish brand at dansk Fashion award 2010

— danish model of the year amanda nørgaard is the face of gestuz

— gestuz introduces a shoe and accessories collection

— gestuz is available in 750 stores across 25+ countries in europe and north america and continues to expand

10

a gIrl needs to have an edge, a power she hInts at rather than advertIses.

that’s what gestuz’ clothes gIve the gIrl.

gestuz brand book 15 statement

gestuz brand book 16 oVerVIew

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gestuz brand book 19 statement

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