HONEST BY IS PROUD TO INTRODUCE YOU TO MURIÉE, A NEW BRAND WITH AN HONEST PHILOSOPHY WE FELL IN LOVE WITH. LAUNCHED IN 2011 BY GERMAN DESIGNER ANNE PASTRÉ AND THE MEXICAN MUSICIAN MAURICIO MURIEL JAVIEDES, MURIÉE IS A BRAND THAT COMBINES TRADITION WITH ZEITGEIST. MURIÉE IS PART OF A NEW WAVE OF ORGANIC LUXURY BRANDS. WE MET UP WITH ANNE AND MAURICIO TO FIND OUT MORE ABOUT THEIR INNOVATIVE BRAND AND THEIR OPINIONS ON FASHION, LIFE AND LOVE.

BP: WHAT DOES THE WORD 'MURIÉE' MEAN?
M: The word MURIÉE is inspired by 'mûri', which is French for mature – We like the idea that what we are doing is no longer trendy and young, but can also be mature, sophisticated, luxurious.

BP: WHY DID YOU CHOOSE THAT NAME FOR YOUR BRAND?
M: The name MURIÉE hints at the brands overall concept – the luxury of taking the time to develop, cultivate and improve our garments.

BP: HOW DID YOU GUYS MEET? CAN YOU TELL US YOUR STORY.
M: We met through a mutual friend while we were both studying in Antwerp. It all went really quick - we moved in together and got married one year later - also in Antwerp.

BP: WAS IT LOVE AT FIRST SIGHT?
M: Yes.

BP: HOW IS IT TO WORK AND LIVE TOGETHER AS A COUPLE?
M: A very dynamic challenge.

BP: WHAT DO YOU LOVE ABOUT EACH OTHER MOST?
M: His serenity, his talent for analysis and his sense of humor. Her talent in design, logic, application and determination.

BP: WHY DID YOU CHOOSE TO PRODUCE EVERYTHING IN EUROPE AND WORK ONLY WITH CERTIFIED ORGANIC MATERIALS.
M: The aim was to keep the environmental impact of our production low and still reach the highest possible quality standards. Therefore local production and certified premium materials were an obvious choice from day one. Thüringen, which is where we produce most of our collection, has been the center of German knitwear production since the early 16th century and from next season on, also our T-shirts will be made in Germany, all done in a 300km radius. It is a very important combination of working locally and also supporting a historical culture – keeping it alive.

BP: AT THE MOMENT YOU ONLY OFFER KNITWEAR AND JERSEY ITEMS, ARE YOU PLANNING TO EXPAND YOUR RANGE IN THE FUTURE?
M: Our label focuses exclusively on the two product groups we know how to do best and love doing most, which is a big luxury for us as well as for our clients. MURIÉE is a specialist line and we will keep it this way. It is a fascinating path for us to follow, deepen and expand.

BP: HOW HAS THE RESPONSE BEEN SO FAR?
M: People are intrigued - the response has been very positive with lots of questions. There is always this element of surprise from both press and clients. First, that organic fashion actually looks just like 'normal' fashion and second, that we use products like flowers, berries or roots to dye our Cashmere yarn - ingredients that people know from their own garden. There is real acceptance to find a brand that plays aesthetics equally alongside an organic consciousness.

BP: HOW DID YOU DISCOVER HONEST BY?
M: On Facebook! When we discovered Honest by, we were thrilled that there was someone else convinced, that fashion made in an organic manner, is the way forward.

BP: THE COLLECTION YOU ARE SHOWING NOW ON HONEST BY IS ALSO AVAILABLE ON YOUR OWN MURIÉE WEBSITE. BUT EVERYONE AT HONEST BY FELL IN LOVE WITH YOUR STORY AND PRODUCT. WHAT DOES IT MEAN FOR YOU TO BE REPRESENTED ON HONEST BY THIS SEASON?
M: We are very excited to be part of the Honest by venture! It is a great opportunity and big honor for a new label like ours. There is also a certain feeling of coming together – to take part in such a venture.

BP: HONEST BY WORKS ON COMMISSION FOR THE MURIÉE COLLECTION. THIS HAS BECOME VERY COMMON NOW, MANY WEBSHOPS WORK THAT WAY THESE DAYS. WHAT DO YOU THINK OF THIS EVOLUTION IN ONLINE RETAIL?
M: I see it as a necessary development in a fast paced, dynamic environment like online retail and a relatively low risk alternative to classic retail especially for new enterprises.
It also creates certain independence to the insistent seasonal rhythm of fashion.

BP: HOW WOULD YOU DESCRIBE YOUR CUSTOMER?
M: A design enthusiast who loves livin' the good life.

BP: DO YOU LIKE THE CAMPAIGN WE MADE FOR YOU?
M: Very much! - so stylish - and we loved the colors

BP: WHAT DO YOU LOVE MOST ABOUT FASHION?
M: The dynamic environment and endless discussions about technical details. There is always something new and the exploration never loses its drive.

BP: WHAT HAVE YOU LEARNED ABOUT LIFE SO FAR?
M: You never know it all.

BP: OW GREEN ARE YOU IN YOUR PRIVATE LIFE?
M: Not picture perfect green but pretty ambitiously green.

BP: WHAT IS YOUR PHILOSOPHY TODAY?
M: Everything will be okay in the end. If it's not okay, it's not the end. (unknown author) 

www.muriee.com - contact@muriee.com