Former IT consultant Marco Rahn transforms his passion for jeans into a sustainable denim brand, promoting longevity and responsible consumerism in fashion.

Marco Rahn, a former IT consultant turned denim enthusiast, has immersed himself in the world of sustainable fashion by focusing on jeans. The 55-year-old, who runs a shop in Bad Vilbel, Germany, believes in the longevity of denim garments, often repairing his own jeans rather than discarding them. His passion for fabric originated in his youth in East Berlin, where jeans were scarce and not available in various styles. “In the GDR, back then, you didn’t find jeans in various washes, only true blue ones,” Rahn explains. He often repaired his jeans, and that practice has developed into a business philosophy today.

Since retiring from his IT career in 2022, Rahn, alongside his wife Barbara, has created the brand Bytemystork, which specializes in sustainably produced denim products, including shirt jackets and handmade leather belts. They also repurpose fabric scraps into items like leather keychains and are planning to introduce leather bracelets adorned with gemstones. The couple actively collects worn-out jeans for recycling initiatives, transforming discarded denim into yarn for new products.

The brand name “Bytemystork” embodies two core ideals: the “byte” represents technology’s role in promoting nature conservation, a concept close to Rahn’s IT background, while the stork symbolizes success in contemporary conservation efforts. Rahn has taken to social media, particularly Instagram, to promote his products and educate the public on denim-related topics. His posts delve deeply into the nuances of denim care, from the ideal time to start wearing raw denim, to the history of the fabric, which traces back to the French town of Nîmes.

Rahn emphasizes the importance of understanding denim’s history and manufacturing processes, pointing out that while larger brands often dominate the market, smaller, lesser-known companies are producing high-quality, sustainable options. He stocks jeans from brands such as D-Side and Ruttloff, which maintain a commitment to quality over mass production. His critique of fast fashion is evident in his humorous take on identifying the “unhealthiest jeans,” from highlighting bargain-bin pricing to the dangers of metallic dye treatments.

In an effort to combat the wastefulness associated with frequent washing, Rahn encourages consumers to air out their jeans instead. He suggests that denim can withstand multiple wears without frequent washing, as each wash diminishes the fabric’s integrity. His sustainability ethos resonates through his advocacy for a philosophy of using denim diligently, even offering care tips that help prolong the life of jeans.

Rahn notes the lack of comprehensive German-language resources on denim knowledge, often relying on connections with his suppliers for insights. He highlights the dedication and craftsmanship involved in producing high-quality denim, emphasizing that brands like Ruttloff create durable pieces designed for longevity. With a meticulous approach to denim education and a commitment to sustainability, Marco Rahn is not only reshaping his career but also influencing consumer attitudes toward fashion and fabric.

Source: Noah Wire Services