We’re thrilled to announce Róhe Frames is one of the headliners on the official AFW Edition 2022 schedule. Following founders Maickel and Marieke’s artistic journey since the launch of Les Coyotes de Paris in 2015, their refocus on collaborations, craftsmanship and a matured target group makes the launch of new brand Róhe Frames a highly anticipated one. We sat down with the label to talk about reassessing goals, establishing a branding experience and their plans for the upcoming AFW edition.
After establishing Les Coyotes de Paris, you have continued your design philosophy with fashion brand Róhe Frames. Why this switch to an adult and unisex target group?
Creative Director Marieke wanted to further develop the Róhe brand for her personal development and growth, with a concept that she had already had in her head for quite some time and a brand that is much closer to her own artistic DNA. Because of these crazy times, Marieke went back to the basics and anticipated on what she really wanted to achieve. Róhe Frames was established during a time of reflection, simply because everything came to a standstill.
What is the brand’s new focus?
The world of Róhe consists of more than just making collections. In addition to the collections, we are always looking for beautiful new collaborations with artists and we source the vintage pieces ourselves for ‘Róhe Objects’ to further develop our DNA. Recently, we have developed our own fragrance called Diplomatico, which we have translated into a scented candle object. The ceramics for this series were made by ceramist Alex Gabriels.
As for the collection, at the end of this year we will have an in-house atelier. From our studio on the Herengracht, “team atelier” will work exclusively on the doll and make all the patterns themselves, which has always been a big dream of Marieke. This international team will further develop and improve the brand in fit, shape and detail.
Róhe works in “frames” and is not led by traditional fashion seasons. How does your product flow work? What do you pay attention to when releasing new items?
Unfortunately, working in seasons has not gone away and the world is still not ready for a new fashion calendar. We now produce four Frames (deliveries) per year for the women’s line. We wanted to introduce the word “Frame” (which also means shape) and use it to our strength; to emphasize the timeless and therefore sustainable character of Róhe and thus to be less seasonal. Róhe is also characterized by a 90% European production. Our focus when it comes to design, is first to source high quality durable Italian fabrics at trade shows or from the fabric agents. In addition, prior to the design process, the creative team always goes to fabric & vintage archives for inspiration. These brainstorm trips help us make beautiful long-lasting investment pieces for men and women.
This September Róhe Frames is featured on the Amsterdam Fashion Week schedule for the first time. What influenced your decision to host a presentation instead of a traditional catwalk show?
Róhe is not just about fashion, but even more about craftsmanship. That’s why we felt that a traditional catwalk show doesn’t really suit us. We prefer to guide the visitor through the world of Róhe. Róhe stands for collaborations and craftsmanship, this is the common thread through the concept during Fashion Week. The public can expect a visual and tactile exhibition. In collaboration with Dutch artist Fransje Gimbrere, we will present a three-dimensional installation. The exhibition tells the story of a conscious and multidisciplinary approach, characteristic of Róhe. The exhibition and pop-up are open to the public from the 2nd to the 4th of September from 11:00 to 19:00 at the Rozenstraat 59 in Amsterdam.
What does the future of Róhe Frames look like? What are the brand’s biggest aspirations?
We hope to continue to grow internationally with Róhe by creating more brand awareness and adding even more points of sale. In addition, Róhe will continue to focus on bringing together different artistic disciplines, resulting in beautiful collaborations with (emerging) artists. At the beginning of October, we have another showroom in Paris during PFW, which is always a good time to show the new collections to the buyers. Marieke’s dream is to one day be able to add bags and shoes to the Róhe collections as well.
