PHILIPPE COUTURE

MAKING FOR HIMSELF AND FRIENDS

Jeremy began experimenting more independently, making clothes for himself and friends. Photoshop became an early design tool. Graphics were printed with an ordinary home printer and transfer paper, then applied to existing garments.

The project was called Philippe Couture. “Philippe” came from Jeremy's own name. “Couture” did not come from a developed understanding of haute couture; it described an intuitive urge to modify something already made until it felt personal.

AVARI

AVARI appeared briefly as another name during the same period. It did not last long enough to acquire a mythology.

PRINTIFY

Moving towards Printify made it possible to develop graphic T-shirts, hoodies, illustrations, prints, branding, websites and early collection ideas without constructing every garment by hand. It also made a limitation clearer: placing a graphic on a basic garment was not the same as making the garment feel like a designed object.

THE FIRST SHOOT

Jeremy organised an early larger shoot in Copenhagen. A photographer from his residence and college environment photographed models wearing the clothing. There was a website, there were products, and there was interest. The result still did not feel personal, physical or distinctive enough.

Among the few actual customers was Jeremy's mother. She bought two T-shirts.

COMPANY BEFORE BRAND

Jeremy registered a sole proprietorship in Denmark in 2022. The company existed before the brand knew what it wanted to become.