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"PB0110" A German Bag Brand Collaborating with Aesop & LAMY Dedicated to Crafting Items that Inspire Affection
The German bag and accessory brand "PB0110" shines with leather that gains character over time and a timeless, minimalist aesthetic. Founder Philipp Bree believes in the importance of creating items that develop a personality with daily use, ultimately becoming cherished companions. This unwavering value, established 12 years ago, has become increasingly significant in today's society, where overconsumption and disposability are major concerns.
The brand promotes the belief of "Beloved Object." I asked Philipp about the story behind this philosophy and his dedication to creating products that inspire long-term affection.
PROFILE
Philipp Bree
Founder & Creative Director of PB0110
Born in Germany into the founding family of the bag brand "BREE." After over a decade with "BREE," he became independent. On October 1, 2012, he established the bag and accessory brand "PB0110" based in Hanover.
Creating Products that Become "Beloved Objects" through Continued Use
Philipp, you come from the founding family of the historic bag brand "BREE." What inspired you to start your own brand?
It was simply because I had a different vision. While I was co-leading "BREE" with my brother, we gradually realized our thoughts were diverging.I wanted to focus on a dedication to materials and a more localized production within Europe. Although I loved "BREE" products since childhood, I felt a change in my relationship with the brand upon getting involved in the business, which led me to decide to part ways.
Could you tell us about the brand philosophy of "PB0110" and its concept of 'Beloved Object'?
Products have many aspects and roles, but the idea that resonated with me is the concept of “affection.” It’s challenging to create something that instills affection from the start, but I believe it is possible to develop products that can evolve into beloved objects as the owner uses them more.To create products that inspire affection over time, I emphasize the use of high-quality materials, establishing a production system that maintains quality, and employing multiple designers.
All Production of "PB0110" is Done in Europe
I believe that aging leather adds character and contributes to "affection." Where do you source the primary leather?
All our leather is sourced from Europe, with production taking place in small family-run factories in the Czech Republic, Poland, and Germany. The reason for this is that I find it essential to visit the sites, meet the people working in the factories, and discuss products directly.
Additionally, there are various certifications for leather, but "PB0110" collaborates only with tanneries that have received the highest "Gold" rating from the LEATHER WORKING GROUP (LWG).
It’s unique that multiple designers with different backgrounds contribute to product design. What’s the reason behind that?
To infuse freshness into our products, we decided to engage a diverse range of designers.We collaborate with various creators, including product designers, fashion designers, interior designers, photographers, and actors. These individuals respect one another and share common mindsets. I find it very inspiring to work with such different creative talents.
What do you prioritize to unify the brand's vision among this diverse group?
For materials like leather and metal parts that are vital to "PB0110," we use common components across all designers. By establishing a certain framework, designers can express their creativity while still maintaining a cohesive brand vision.
Close Communication with Other Brands Creates a Chemical Reaction
Can you tell us about the "PB PROJECTS" centered on collaboration with other brands? You have collaborated with brands like "LAMY,", "AESOP," and "Highsnobiety" so far; what is important to you when working on these projects?
We have handled nearly 10 projects to date, and I enjoy learning about the history and corporate culture of our partners and observing the product development process from an objective perspective. What's crucial in collaboration is to "always maintain an open attitude toward dialogue" and to "have a shared understanding." While it takes time, I believe that close communication generates a chemical reaction.
A prime example of collaboration is the project with the German furniture brand "Tecta." "Tecta" has a legacy of working with numerous designers and architects, having established a museum showcasing a collection of designer chairs.
The project centered around the “D4 Folding Chair,” designed by Marcel Breuer in 1927. I wanted to reconstruct this high-quality chair with what I believe to be the finest fabric, and proposed creating the “D4 Folding Chair” using our leather.
Additionally, we designed a stool to match the chair and produced a bag that complements the overall vision. This project, where new products were born from close communication, exemplifies why I love collaboration.
Future Focus on Core Basic Collection
Although it has been sold in Japan for a while, how do you perceive the Japanese market and Japanese consumers?
For me, Japan is the most sophisticated and fascinating market. Japanese people are bold yet pay attention to detail, right? They are both classic and minimalist while also being very progressive. I find that attitude intriguing.Twelve years have passed since the brand was established. What are your future prospects?
We are currently not proposing seasonal new collections. We have reduced collaborations somewhat and are now focusing deeply on our core basic collection and investing in it. Additionally, as the situation and demands from wholesalers change over time, we are putting more emphasis on D2C.Over the five years since the COVID-19 pandemic, there have been many changes in business. Therefore, I want to continue to refine ourselves and approach things flexibly, rather than predicting or deciding too far ahead. I believe that the brands that will survive in the coming era are those that, like excellent craftsmen, focus on their principles and work they take pride in.
In Germany, it is said that the average household has around 10,000 items. If we could reduce that number to 9,000 or 8,000, it would create a significant impact. To achieve this, it's necessary to think about what we allow and what we don't in our living spaces.
It is important to select items that can feel a personal connection—specifically, "beloved objects." I want to continuously propose items that are likely to be cherished at such moments.
Text by Jun Yabuno
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