What are the cornerstones of your creativity and how would you describe the Humanoid aesthetic?
The Humanoid look is expressive, creative, authentic, but always functional and contemporary. The label can almost be likened to a wonderful person – a character with both feet firmly on the ground who feels comfortable in her own skin. She gets on with things but above all has a good time. Humanoid is about freedom, quality and the “here and now”. Every collection originates from our perception of freedom and the feel of the materials we choose; the way they drape, move and behave when treated and how they feel when caressing the skin. Every collection is a continuation of the previous one. A large luxurious wrap scarf has come to symbolize the Humanoid feel. It’s been a staple in in every collection since the very start.
Tell us a little bit more about the materials you use and how you treat them to achieve the distinctive Humanoid look.
They’re typically earthly, feminine, comfortable and contemporary. We often use soft, lush fabrics in fine qualities such as fine wool, tactile cotton, crisp linen, soft poplin, suede and leather. Each garment and its chosen fabric are treated to achieve a unique look. We use special washing techniques and dyeing methods such as garment dyes and cold dyes to create materials that often appear to be worn and washed. The shades and finishes all match well and the pieces benefit from layering – which in itself is integral to the Humanoid aesthetic.
The industry has changed dramatically since the early 1980s when you first started out. How have you adapted the way you run humanoid to align with current consumer expectations and general industry developments?
The way we run the brand hasn’t changed at all. We’ve always remained true to our own philosophy and DNA, continuing to work hard, adjusting and improving as we go along. Even in difficult times, we’ve refused to change direction, while we’ll always stick to the quality we like – the one our customers keep coming back for. The quality and comfort factor are the key reasons why we have a loyal following. We’ve never promoted the brand with marketing or advertising campaigns; instead, we let the clothes do the talking and word of mouth is a big part of attracting new customers.