GmbH

The brand was founded rather spontaneously when the two met on a dance floor in 2016. It has quickly established itself in the international fashion world and is known for its subversive, avant-garde aesthetic as well as its focus on sustainability and inclusivity. The brand’s full name is “Ghembehha,” which references Berlin’s club culture and urban environment. The name “GmbH” comes from the legal form “Gesellschaft mit beschränkter Haftung” (limited liability company), which is widely used in Germany, giving the brand an additional connection to German culture and the Berlin context.

GmbH’s designs are strongly influenced by the founders’ diverse cultural backgrounds and personal experiences. Huseby has Norwegian-Pakistani roots, while Isik is of Turkish descent. This multiculturalism is reflected in the collections, which are often inspired by themes such as immigration, identity, and life in a globalized world. The collections are often characterized by a workwear aesthetic featuring a mix of denim, leather, and boxy cuts. Many designs incorporate functional details such as zippers, pockets, and leather inserts, reminiscent of cowboy and workwear styles. GmbH’s aesthetic often combines minimalist cuts with sporty influences and unconventional materials. Its signature features include unique details, bold silhouettes, and an exploration of gender fluidity in fashion.

GmbH also frequently uses recycled fabrics and materials, underscoring its focus on sustainability. The brand often incorporates unconventional yet ethically responsible materials into its collections, setting it apart from many other high-fashion brands. Since its first collection, GmbH has used organic and recycled materials and remains true to its environmentally conscious and critical stance.

A central feature of GmbH is the strong political and social context of its collections. The founders frequently reference political issues such as immigration, xenophobia, and exploitation in the fashion industry in their designs. Isik and Huseby often emphasize their own roots and how their Turkish-Pakistani backgrounds influence their creative processes. GmbH sees itself as a platform that seeks to comment on social injustices in an artistic and fashionable way. This stance is reflected in the way the brand breaks with norms and often challenges stereotypical imagery in the fashion industry. With collections such as “Welt am Draht” (Fall/Winter 2021), they also draw on influences from science fiction—such as Rainer Werner Fassbinder’s series of the same name—to reflect on the idea of digital and analog worlds during the pandemic.

Seit ihrer Gründung hat GmbH schnell Anerkennung in der internationalen Modeszene gefunden. Die Marke ist auf großen Modenschauen vertreten, darunter die Paris Fashion Week, und hat prominente Kollaborationen mit großen Unternehmen wie ASICS realisiert. Mit ASICS entstand unter anderem der "Gel Quantum 360", eine innovative Kombination aus Sportlichkeit und urbanem Design. Auch der "Gel Chappal" sorgte für Aufsehen, ein Hybrid-Sneaker, der von traditionellen indischen Herrenschuhen inspiriert wurde und die Funktionalität von ASICS-Sporttechnologie integriert.

2021 übernahmen Huseby und Isik die Kreativdirektion bei Trussardi, einem traditionsreichen italienischen Modehaus. Aufgrund von internen Problemen und finanziellen Schwierigkeiten trennten sich ihre Wege bereits 2023. Sie berichteten über Schwierigkeiten wie ausbleibende Zahlungen und fehlende Unterstützung. Seitdem konzentrieren sie sich wieder vollständig auf GmbH.

GmbH steht für Mode, die kulturelle und soziale Themen adressiert und gleichzeitig eine innovative, nachhaltige Ästhetik bietet. Die Kombination aus avantgardistischem Design, politischem Bewusstsein und einem starken Fokus auf Diversität und Inklusivität macht GmbH zu einer der spannendsten Modemarken der letzten Jahre.