The feather on the sword of Iriedaily
Brands

30 September 2021

The feather on the sword of Iriedaily

The feather on the sword of Iriedaily



The saying goes that words are more powerful than any weapon and that is exactly what Iriedaily believes. So much so that it chose to symbolise it in its logo, with a feather on a sword. The German brand, founded in Berlin in 1994, was the idea of three friends, who four years earlier had founded a screen printing company. Although the business in the early 90s was doing well, Walter Molt, Roland Wagner and Daniel Luger noticed the evolution of streetwear in Germany and decided to take a risk. Iriedaily was born.


They joined forces with the street artist Jaybo Monk, who would come to define the brand's image for years to come. Over time, the German company established itself as more than just a clothing shop. Friendship, responsibility, being different and the DIY concept are all part of the company's identity.


Climate protection, environmental protection and animal welfare are the brand's three major premises. To show that they have no empty promises, Iriedaily has a great deal of transparency when it comes to trade routes, the kind of materials they use and how the company's employees are treated. It is because of this transparency that you can discover on their official website the Portuguese factories that the brand works with.



Iriedaily



With production split between China and Portugal, the German company uses small family-run factories in the North of our country to produce 49% of its sales volume, namely t-shirts, sweatshirts and shirts. As a curiosity, during the first 10 years of Iriedaily, the company production was made exclusively in Portugal. Did you know that? To ensure that all employees have good working conditions, the company has been part of the Fair Wear Foudation since 2016.


In terms of raw materials, Iriedaily uses mostly organic cotton, recycled materials and cork. Additionally, the brand uses vegan products and is PETA certified.



 

Stay Human



Iriedaily's method is to launch two collections per year and now you can find the autumn/winter collection on BZR- Street Style Culture. With the motto Stay Human, this collection wants to be a representation of everyone. Through images, the brand takes us through three different spaces: S036, Franken Bar and Café Nest, in Berlin. Spaces that are still closed and where once bustling nights and days were spent and among friends.



Iriedaily



After the pandemic, these places are now slowly filling up again, and I'm sure you can see yourself in the image drawn by Iriedaily. They want to portray these places so that we remember all the good times spent there, appealing to hope and the desire to return.


In this collection you can find what Iriedaily has best: clothes with a very characteristic streetwear look. Various graphics, ethnic patterns and colour. Pieces that are ideal for a walk in the city, an outing with friends, a trip to the supermarket, a car trip or a nature walk. There are shirts, jumpers, t-shirts, hats, jackets, socks and caps with a vintage and unisex look.


Iriedaily is considered to be Berlin at its purest. It started with a group of friends selling in a small shop and now has over 400 shops in 15 countries. The brand is inspired by music, street culture, urban life and art. Let your surroundings carry you away and discover the pieces full of personality of the new BZR-Street Style Culture brand.



Iriedaily




Iriedaily


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