PRESS ARCHIVE II

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FORM MAGAZINE 260 . INTERVIEW

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Also new at BBB is its creative director, Haman Alimardani, founder of the fashion label Hamansutra (↗ form 254, p. 44), who during a two-month stint as part of the BBB team completely revamped its visual identity. We talked to him about the fair, his work and the new concept.

What did your work as the BBB’s creative director actually entail?
First, it was about a new campaign and the marketing needed to get the company back on its feet and restore its self-confidence. Because the BBB suffered such serious setbacks last year, it was good to be able to work with a new team whose members were all highly motivated. There was no room for the sceptics and waverers who used to be there. The creative director is the one with the most responsibility after the owner, so I could have a hand in a lot of other things as well. The most important thing was to win other people’s confidence so that they let you get on with your job.

Have you ever been an exhibitor at BBB yourself?
I had a definite acceptance for my first Hamansutra stand in January 2015 but then BBB became insolvent. I and many others had invested a deal of energy and funds but if you work on timeless products, the cancellation was not so bad. The new BBB is taking place as a start-up from 7 to 9 July 2015 and I am planning on being there with a stand, come what may. Although as an emotional designer and artist, one is often knocked by the large fairs – be it positively or negatively – it is important to be there. Because if you are not at the fair as a visitor or a brand, then you simply don’t exist.

How did the collaboration come about?
After BBB dismissed the previous creative director, a good old friend of mine, Alexander Kernlinger, phoned me. He has been working in the fashion business and for BBB for over 10 years. His call sounded like one you make when a criminal has broken into the house and you immediately call the police: “Can you come to Berlin quickly and design a campaign? It’s got to be crazy and futuristic!” I would have hung up but I wanted to know more immediately and wanted to discuss my fee.

What is different to previous fairs?
The forthcoming BBB is certain to be more personal than previous fairs and none of the brands can decide who their stand will be next to. It will be a playground where new and old generations will meet and get to know one another in a different way. There are lots of talented designers, however, many are going under because the fashion industry is so tough. This has to be changed. Hardworking people also deserve to have a stand. You mustn’t forget that the new BBB is still growing like a living organism and only works if all the brands pull together and purchase stands. This time, entry is free. Before, it cost a legendary 500 euros and the first million was soon made. The prices per square metre are also much better value in July 2015.

What concept did you follow?
That’s easy, because actually there is none – except a very distinctive corporate identity that we hope will inspire others. I insist on my creative licence as an artist in every project. My personal goal has always been to combine tolerance with rigorous organisation and serious action. Only then can new works come about. It is up to the brands to invent the kind of concept they would like the fair to have. In April we had a workshop at Tempelhof in Berlin with all our existing and new customers. The brands realised that they were going to be intellectually challenged. There are always some who are so blinkered that they simply cannot handle the freedom that the absence of a concept offers. They want someone else to jump first and only then will they follow. It really is priceless.

What is the BBB’s new identity intended to communicate?
Bread and Butter Berlin is back! Before the new identity was fi nished, I ran it through the “classic cleaning lady test”. I pasted a sketch of the campaign alongside lots of other campaigns on the street and discovered that the only thing that sticks when you walk past is a big fat “B” – a big fat “B” that is much stronger in terms of attention than any word starting on the letter “B”. There are lots of self-pitying tales of how its insolvency tore the company apart. What I did was to rationalise all those emotive stories and turn them into a poster – an extravagant A0 screen print made with love in Berlin.

 
You come from both worlds, graphic design and fashion design. What influence does this have on your work?
I have always worked eclectically and have taught myself a lot of things. This influence was perfect for this job: graphics for fashion design. I have created a fresh look for a fair at which the most renowned fashion brands are presented, above all, in the area of denim. Because graphic realisation is so very important for products, I have been able to get even more involved. Making a slight exaggeration: the product does 10 per cent of the work and the marketing 90 per cent. And the same is true for my Hamansutra label.

Also new at BBB is its creative director, Haman Alimardani, founder of the fashion label Hamansutra (↗ form 254, p. 44), who during a two-month stint as part of the BBB team completely revamped its visual identity. We talked to him about the fair, his work and the new concept.

What did your work as the BBB’s creative director actually entail?
First, it was about a new campaign and the marketing needed to get the company back on its feet and restore its self-confidence. Because the BBB suffered such serious setbacks last year, it was good to be able to work with a new team whose members were all highly motivated. There was no room for the sceptics and waverers who used to be there. The creative director is the one with the most responsibility after the owner, so I could have a hand in a lot of other things as well. The most important thing was to win other people’s confidence so that they let you get on with your job.

Have you ever been an exhibitor at BBB yourself?
I had a definite acceptance for my first Hamansutra stand in January 2015 but then BBB became insolvent. I and many others had invested a deal of energy and funds but if you work on timeless products, the cancellation was not so bad. The new BBB is taking place as a start-up from 7 to 9 July 2015 and I am planning on being there with a stand, come what may. Although as an emotional designer and artist, one is often knocked by the large fairs – be it positively or negatively – it is important to be there. Because if you are not at the fair as a visitor or a brand, then you simply don’t exist.

How did the collaboration come about?
After BBB dismissed the previous creative director, a good old friend of mine, Alexander Kernlinger, phoned me. He has been working in the fashion business and for BBB for over 10 years. His call sounded like one you make when a criminal has broken into the house and you immediately call the police: “Can you come to Berlin quickly and design a campaign? It’s got to be crazy and futuristic!” I would have hung up but I wanted to know more immediately and wanted to discuss my fee.

What is different to previous fairs?
The forthcoming BBB is certain to be more personal than previous fairs and none of the brands can decide who their stand will be next to. It will be a playground where new and old generations will meet and get to know one another in a different way. There are lots of talented designers, however, many are going under because the fashion industry is so tough. This has to be changed. Hardworking people also deserve to have a stand. You mustn’t forget that the new BBB is still growing like a living organism and only works if all the brands pull together and purchase stands. This time, entry is free. Before, it cost a legendary 500 euros and the first million was soon made. The prices per square metre are also much better value in July 2015.

What concept did you follow?
That’s easy, because actually there is none – except a very distinctive corporate identity that we hope will inspire others. I insist on my creative licence as an artist in every project. My personal goal has always been to combine tolerance with rigorous organisation and serious action. Only then can new works come about. It is up to the brands to invent the kind of concept they would like the fair to have. In April we had a workshop at Tempelhof in Berlin with all our existing and new customers. The brands realised that they were going to be intellectually challenged. There are always some who are so blinkered that they simply cannot handle the freedom that the absence of a concept offers. They want someone else to jump first and only then will they follow. It really is priceless.

What is the BBB’s new identity intended to communicate?
Bread and Butter Berlin is back! Before the new identity was fi nished, I ran it through the “classic cleaning lady test”. I pasted a sketch of the campaign alongside lots of other campaigns on the street and discovered that the only thing that sticks when you walk past is a big fat “B” – a big fat “B” that is much stronger in terms of attention than any word starting on the letter “B”. There are lots of self-pitying tales of how its insolvency tore the company apart. What I did was to rationalise all those emotive stories and turn them into a poster – an extravagant A0 screen print made with love in Berlin.

 
You come from both worlds, graphic design and fashion design. What influence does this have on your work?
I have always worked eclectically and have taught myself a lot of things. This influence was perfect for this job: graphics for fashion design. I have created a fresh look for a fair at which the most renowned fashion brands are presented, above all, in the area of denim. Because graphic realisation is so very important for products, I have been able to get even more involved. Making a slight exaggeration: the product does 10 per cent of the work and the marketing 90 per cent. And the same is true for my Hamansutra label.

FORM MAGAZINE 254 . INTERVIEW

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form 254

Like a Phantom – The Designer Haman Alimardani
Hamansutra: a name that sounds strange, yet has a familiar ring. The assonance is, of course, intentional, intended to make us think of Kamasutra, the poetry of desire. Although “sutra” is the Sanskrit word for “textbook”, the literal meaning is “thread”, making it a very apt name for a fashion label.

BUY MAGAZINE

WEB
form.de/en

form 254

Like a Phantom – The Designer Haman Alimardani
Hamansutra: a name that sounds strange, yet has a familiar ring. The assonance is, of course, intentional, intended to make us think of Kamasutra, the poetry of desire. Although “sutra” is the Sanskrit word for “textbook”, the literal meaning is “thread”, making it a very apt name for a fashion label.

BUY MAGAZINE

WEB
form.de/en

STABILO x HAMANSUTRA WORKSHOP

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Schwan-STABILO . HAMANSUTRA WORKSHOP . GERMANY . 2016

Thanks for having me! Hamansutra is happy to accept the invitation from iconic global brand Schwan-STABILO, producer of writing utensils and cosmetics with a long and rich tradition. I will be holding a workshop with young students.

LINK
stabilo.com

Schwan-STABILO . HAMANSUTRA WORKSHOP . GERMANY . 2016

Thanks for having me! Hamansutra is happy to accept the invitation from iconic global brand Schwan-STABILO, producer of writing utensils and cosmetics with a long and rich tradition. I will be holding a workshop with young students.

LINK
stabilo.com

PRESS ARCHIVE I

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BREAD AND BUTTER BERLIN

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March 31, 2015
WWD
Bread & Butter names Haman Alimardani new Creative Director

By QUYNH TRAN

BERLIN — After a tumultuous year and extensive changes in its structure, Bread & Butter GmbH on Tuesday revealed the appointment of Haman Alimardani, known as Hamansutra, as creative director. Alimardani was born in Tehran in 1977 and grew up New York and Munich. He started his artistic carreer as a DJ and graffiti writer before studying graphic design in Munich and fashion design at London’s Central Saint Martins College of Art and Design. His professional experiences include an education in costume design at the Bavarian State Opera and Kostas Murkudis. Under his label Hamansutra, he has created works for Kenzo, Mey, Nike, Porsche, Microsoft, Jung von Matt and others. He has lectured at Parsons The New School of Design, the Miami Ad School in Brooklyn and at the AMD Akademie Mode Design in Munich. He was in charge of the campaign for the next edition of B&B. The new nomination comes against the backdrop of changes for the next edition of the restructured Bread & Butter planned for July 7 to 9. After filing for insolvency in December last year and a guerrilla show for the edition last January, Karl-Keinz Muller unveiled a new exhibition concept with a focus on young and innovative labels including an interdisciplinary lifestyle scope.

March 31, 2015
WWD
Bread & Butter names Haman Alimardani new Creative Director

By QUYNH TRAN

BERLIN — After a tumultuous year and extensive changes in its structure, Bread & Butter GmbH on Tuesday revealed the appointment of Haman Alimardani, known as Hamansutra, as creative director. Alimardani was born in Tehran in 1977 and grew up New York and Munich. He started his artistic carreer as a DJ and graffiti writer before studying graphic design in Munich and fashion design at London’s Central Saint Martins College of Art and Design. His professional experiences include an education in costume design at the Bavarian State Opera and Kostas Murkudis. Under his label Hamansutra, he has created works for Kenzo, Mey, Nike, Porsche, Microsoft, Jung von Matt and others. He has lectured at Parsons The New School of Design, the Miami Ad School in Brooklyn and at the AMD Akademie Mode Design in Munich. He was in charge of the campaign for the next edition of B&B. The new nomination comes against the backdrop of changes for the next edition of the restructured Bread & Butter planned for July 7 to 9. After filing for insolvency in December last year and a guerrilla show for the edition last January, Karl-Keinz Muller unveiled a new exhibition concept with a focus on young and innovative labels including an interdisciplinary lifestyle scope.

ART DESIGN MAGAZINE

TEXT

Asian Leading Design Magazine

Xie xie!

BUY
de.zinio.com

Asian Leading Design Magazine

Xie xie!

BUY
de.zinio.com

SUPERPAPER . INTERVIEW

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TEXT PDF

Super Paper, the newspaper that focuses on life in all its aspects.
Print edition published monthly in Greater Munich.

LINK
superpaper

by Agnes Bachmaier

 

Super Paper, the newspaper that focuses on life in all its aspects.
Print edition published monthly in Greater Munich.

LINK
superpaper

by Agnes Bachmaier

 

MADAME MAGAZINE

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Rubric – We Love
Madame Magazine has created the world’s 2nd smallest hamansutra feature ever – but then Munich is a village, what else did you expect? Dankeschön!

Two in one
The power of transformation:
Iranian designer Haman Alimardani has designed a reversible denim collection featuring exclusive buttons (which work like cufflinks) from Italian furnishing manufacturer Poltrona Frau. Just take them out, reverse the jeans or jacket and replace them for cool style in
ultra-painstaking bespoke craftsmanship. By hamansutra, from 320 EUR

LINK
MADAME

Rubric – We Love
Madame Magazine has created the world’s 2nd smallest hamansutra feature ever – but then Munich is a village, what else did you expect? Dankeschön!

Two in one
The power of transformation:
Iranian designer Haman Alimardani has designed a reversible denim collection featuring exclusive buttons (which work like cufflinks) from Italian furnishing manufacturer Poltrona Frau. Just take them out, reverse the jeans or jacket and replace them for cool style in
ultra-painstaking bespoke craftsmanship. By hamansutra, from 320 EUR

LINK
MADAME

The Creatives of the World

TEXT

hamansutra’s private life is featured in “The Creatives of the World“. To date no publication has featured hamansutra’s personal drawings, living space and bedroom. Now this insight into his personal life is premiered together with other artists from all over the world. 

STORY by Moritz Lorenz
9 months around the world, countries including Germany, India, Nepal, Singapore, Australia, New Zealand, Argentina, Peru, Colombia, with the aim of interviewing a creative person in each country.

“A high ceiling and a huge book shelf to my left, mirroring Haman’s life – from childhood toys on the top right to spray cans on the top left and further down to Persian history books, a coffee-table book on “The fifth element”, Björk, Jean Remy von Matt and Holger Jung, the purple USELESS magazine, Banksy. Inspirational materials sorted chronologically from the past until today. Wow”

The 65-page softback book is published as print on demand only.
Printed in Germany

SIZE
24 x 28 CM
9.4 x 11 INCHES

€ 48.00

hamansutra’s private life is featured in “The Creatives of the World“. To date no publication has featured hamansutra’s personal drawings, living space and bedroom. Now this insight into his personal life is premiered together with other artists from all over the world. 

STORY by Moritz Lorenz
9 months around the world, countries including Germany, India, Nepal, Singapore, Australia, New Zealand, Argentina, Peru, Colombia, with the aim of interviewing a creative person in each country.

“A high ceiling and a huge book shelf to my left, mirroring Haman’s life – from childhood toys on the top right to spray cans on the top left and further down to Persian history books, a coffee-table book on “The fifth element”, Björk, Jean Remy von Matt and Holger Jung, the purple USELESS magazine, Banksy. Inspirational materials sorted chronologically from the past until today. Wow”

The 65-page softback book is published as print on demand only.
Printed in Germany

SIZE
24 x 28 CM
9.4 x 11 INCHES

€ 48.00

MCAD CREATIVE SCHOOL . LECTURE

TEXT PDF

On March 24th 2014, I was holding a lecture on my work.
“schwäche, was soll das sein?”

MCAD Creative School
Richard-Strauss-Strasse 26
81677 Munich

PDF LINK
openhouse hamansutra

On March 24th 2014, I was holding a lecture on my work.
“schwäche, was soll das sein?”

MCAD Creative School
Richard-Strauss-Strasse 26
81677 Munich

PDF LINK
openhouse hamansutra

COCOON MAGAZINE . INTERVIEW

TEXT

25 things you should know about hamansutra. He is featured and interviewed in Cocoon Magazine Germany.

Q & A
what gift would you like to present to whom?
A menswear collection to Helmut Lang.

the most intoxicating fragrance?
A woman’s body.

what do you see when you look in the mirror?
A chameleon changing its colors.

Cocoon Magazine is nominated for the LEAD Award (Hamburg) in the category Best Magazine.

25 things you should know about hamansutra. He is featured and interviewed in Cocoon Magazine Germany.

Q & A
what gift would you like to present to whom?
A menswear collection to Helmut Lang.

the most intoxicating fragrance?
A woman’s body.

what do you see when you look in the mirror?
A chameleon changing its colors.

Cocoon Magazine is nominated for the LEAD Award (Hamburg) in the category Best Magazine.

STYLE.DE AND VOGUE

TEXT

“Leather Shoes from New York”
hamansutra presents CMYK, a shoe collection with a simplicity that’s timeless, yet cutting-edge contemporary.

CREDIT
Editor . Julia Zierer
Photography . Andrew Williams

“Leather Shoes from New York”
hamansutra presents CMYK, a shoe collection with a simplicity that’s timeless, yet cutting-edge contemporary.

CREDIT
Editor . Julia Zierer
Photography . Andrew Williams

NEW YORK TIMES . FASHION AND STYLE

TEXT

“Stepping to the Beat”
The CMYK shoe by New York-based fashion label, hamansutra, has mini-jacks for laces.

LINK
runway.blogs.nytimes.com

It was serendipitous that a headphone cable fell on top of Haman Alimardani’s shoes while he was D.J.-ing one evening. The accident lent itself to his artful design: the CMYK shoe by the New York-based fashion label, hamansutra. The shoes feature stereo mini-jacks for laces.

A fresh take on the nerd-chic trend, the CMYK shoe boasts cowskin leather and a thin, comfortable sole.

Their aesthetic will likely find fans in the trend-conscious crowd, but Mr. Alimardani insists the shoes have lasting appeal. “The construction makes it timeless,” he said. “The leather is so soft it feels like a second skin. It’s important to me that the shoe follows the foot’s organic shape.”
Being organic (not in the eco-friendly sense) is a major part of Mr. Alimardani’s creative process. He conceptualized the shoes so each detail represents one of his most treasured art forms. The flexible structure is a nod to traditional dance shoes. The microphone jacks are an ode to his work as an internationally acclaimed D.J. And the name speaks to his love of graphic design. CYMK is the color model used in printing in which all colors are described as a mixture of these four: cyan (blue), magenta (red), yellow and key (black). Naturally, the unisex shoe is available in each.

Mr. Alimardani imagines the shoe as a “communication-based fusion of fashion and sound.” What genre of music, then, do the shoes remind him of? “Soul music,” he said. “Marvin Gaye. Timeless but at the same time, creative.”

That should give hipsters something to listen to as they step out in these innovative flats.

CMYK shoe by hamansutra, $350, at cmyk.hamansutra.com.

CREDIT
EDITOR . Jessica C. Andrews
PHOTOGRAPHY . Andrew Williams

“Stepping to the Beat”
The CMYK shoe by New York-based fashion label, hamansutra, has mini-jacks for laces.

LINK
runway.blogs.nytimes.com

It was serendipitous that a headphone cable fell on top of Haman Alimardani’s shoes while he was D.J.-ing one evening. The accident lent itself to his artful design: the CMYK shoe by the New York-based fashion label, hamansutra. The shoes feature stereo mini-jacks for laces.

A fresh take on the nerd-chic trend, the CMYK shoe boasts cowskin leather and a thin, comfortable sole.

Their aesthetic will likely find fans in the trend-conscious crowd, but Mr. Alimardani insists the shoes have lasting appeal. “The construction makes it timeless,” he said. “The leather is so soft it feels like a second skin. It’s important to me that the shoe follows the foot’s organic shape.”
Being organic (not in the eco-friendly sense) is a major part of Mr. Alimardani’s creative process. He conceptualized the shoes so each detail represents one of his most treasured art forms. The flexible structure is a nod to traditional dance shoes. The microphone jacks are an ode to his work as an internationally acclaimed D.J. And the name speaks to his love of graphic design. CYMK is the color model used in printing in which all colors are described as a mixture of these four: cyan (blue), magenta (red), yellow and key (black). Naturally, the unisex shoe is available in each.

Mr. Alimardani imagines the shoe as a “communication-based fusion of fashion and sound.” What genre of music, then, do the shoes remind him of? “Soul music,” he said. “Marvin Gaye. Timeless but at the same time, creative.”

That should give hipsters something to listen to as they step out in these innovative flats.

CMYK shoe by hamansutra, $350, at cmyk.hamansutra.com.

CREDIT
EDITOR . Jessica C. Andrews
PHOTOGRAPHY . Andrew Williams

HENRIK VIBSKOV BOUTIQUE NEW YORK

TEXT

Old and bold classmates meet up. Henrik Vibskov and hamansutra studied at the same elite fashion school in London – Central St. Martins. At a get-together in Vibskov’s New York boutique hamansutra is welcomed with open arms.

Distribution
Henrik vibskov boutique
456 Broome Street
New York, NY 10013

henrikvibskov.com

Old and bold classmates meet up. Henrik Vibskov and hamansutra studied at the same elite fashion school in London – Central St. Martins. At a get-together in Vibskov’s New York boutique hamansutra is welcomed with open arms.

Distribution
Henrik vibskov boutique
456 Broome Street
New York, NY 10013

henrikvibskov.com

HAMANSUTRA IN SZ MAGAZINE

TEXT

Sueddeutsche Zeitung Magazine has created the world’s smallest hamansutra feature ever – but then Munich is a village, what else did you expect?
Dankeschoen.

LINK
sz-magazin.sueddeutsche.de

Sueddeutsche Zeitung Magazine has created the world’s smallest hamansutra feature ever – but then Munich is a village, what else did you expect?
Dankeschoen.

LINK
sz-magazin.sueddeutsche.de

HAMANSUTRA IN FIAT MAGAZINE

TEXT

>> Released

«The more you travel, the smaller the world». Haman Alimardani is, the prototype of a cosmopolitan – of Persian origin, living in New York, having studied in London and spending his youth in Munich., Chinese Television has invited him to show how to design and produce, the «fastest jacket in the world», in Munich he has recently launched, his shoe CMYK- by Hamansutra,
«Created with love from New York, City, manufactured in Brazil».

What else did you expect?

>> Released

«The more you travel, the smaller the world». Haman Alimardani is, the prototype of a cosmopolitan – of Persian origin, living in New York, having studied in London and spending his youth in Munich., Chinese Television has invited him to show how to design and produce, the «fastest jacket in the world», in Munich he has recently launched, his shoe CMYK- by Hamansutra,
«Created with love from New York, City, manufactured in Brazil».

What else did you expect?

JULIA STEGNER WEARS HAMANSUTRA

GLAMOUR

TEXT

„Meine Schuhe verhalten sich zur Welt wie die Farbpigmente eines Bildes“ sagt der Designer Haman Alimardani über seine erste Schuhserie für sein Label hamansutra. Der Name CMYK steht für die vier Grundfarben Cyan, Magenta, Gelb und Schwarz, aus denen sich in der Drucktechnik alle anderen Farben mischen lassen. In diesen Farben, sowie in klassischem weiß (die Farbe des Papiers), sind die hochwertigen und zeitlosen Schuhe aus Kalbsleder zu haben. Das Besondere sind die Schnürsenkel: an den Enden befinden sich Mini-Klinkenstecker, die eigentlich als Steckverbindungen von Musikgeräten dienen. Die männlichen und weiblichen Enden können ineinander gesteckt werden. Eine schöne Verbindung!

LINK
glamour.de

TEXT
Nina Meixner

„Meine Schuhe verhalten sich zur Welt wie die Farbpigmente eines Bildes“ sagt der Designer Haman Alimardani über seine erste Schuhserie für sein Label hamansutra. Der Name CMYK steht für die vier Grundfarben Cyan, Magenta, Gelb und Schwarz, aus denen sich in der Drucktechnik alle anderen Farben mischen lassen. In diesen Farben, sowie in klassischem weiß (die Farbe des Papiers), sind die hochwertigen und zeitlosen Schuhe aus Kalbsleder zu haben. Das Besondere sind die Schnürsenkel: an den Enden befinden sich Mini-Klinkenstecker, die eigentlich als Steckverbindungen von Musikgeräten dienen. Die männlichen und weiblichen Enden können ineinander gesteckt werden. Eine schöne Verbindung!

LINK
glamour.de

TEXT
Nina Meixner