SF1OG: This is how the young Berlin fashion label wants to change the future through the past

She found a title with "studio" or "atelier" in the name too inauthentic, given that she launched the brand in her small 30-square-meter apartment. She achieved her breakthrough in 2022 and, of course, now also has a studio: As part of Berlin Fashion Week that same year, the designer won the Studio2Retail award for innovative event formats, now known as Berlin Contemporary, and used the prize money to put on her first runway show. "It was all super small, spontaneous, and nobody knew what was going to happen. It was just the two of us! But that made it all the more amazing when it became a huge success," says Brand Manager Jacob Langemeyer.

The brand has now become an integral part of Berlin Fashion Week. With its avant-garde collections, SF1OG inspires everyone—especially young fashion fans. Its runway shows attract not only the youngest audience, but also Berlin's most contemporary crowd. And there's a reason for this: In its collections and shows, the brand draws on references from the past, creating unique and meticulously detailed products not only for the present, but also for the future. The main protagonist in all its creations: nostalgia .

Influencing the future through the past: How SF1OG's emotional fashion succeeds

"For each new collection, I draw inspiration from a past, emotional theme. This can be a familial or historical event, such as a family's migration history or her own school days," explains Rosa Marga Dahl. In any case, it has to be a theme that touches not only her, but also many others. Her inspiration comes from emotions from her own generation, but also from previous generations. Everyone should be able to connect with the designs. To do this, she seeks out memorabilia such as old newspaper articles, photos, or historical objects and uses them to reinforce her theme.

SF1OG, Fall/Winter 2025.

SF1OG

SF1OG, Fall/Winter 2025.

SF1OG

SF1OG, Fall/Winter 2025.

SF1OG

SF1OG, Fall/Winter 2025.

SF1OG

In addition to finding a theme, sourcing the materials, known in fashion jargon as "material sourcing," is the next most important aspect for her when creating a collection. "We primarily work with antique fabrics and deadstock materials —materials left over from the production of clothing. These have to be sourced first, because they then inspire me to design," says the fashion designer. Fabrics such as used leather, centuries-old linen, and 100% cotton can be found in all collections. In addition, there are historical cuts and antique elements such as corsets, vintage shirts, historically inspired underwear, or armor, which correspond to the respective era of the collections and underscore their nostalgic character.

Sustainability and innovation combined with dreamy details

For the Spring/Summer 2024 collection, for example, Dahl created designs that represent various eras of equestrian sports. This includes a draped dress made from old linen shirts worn by farmers around 1900. In addition to riding skirts and jackets, the focus here, as with all collections, is on accessories such as antique wooden horses and contemporary riding equipment such as whips. The historical elements are combined with modern pieces such as wide cargo pants, delicate lace skirts, sturdy leather jackets, and bikini tops, and muted colors such as white, black, and beige predominate. Furthermore, the garments are genderless. The idea of ​​equality is shared by the entire team. The collection has a dreamy quality, almost otherworldly, yet accessible thanks to its personal references and combinations with modern fashion trends.