Kasper Brandi Petersen, Co-Founder of LABFRESH / Minimal Menswear

In 2013 Kasper Brandi Petersen quit his corporate job at the world’s largest shipping line. He went from wearing a suit and tie to sitting on cardboard boxes in an old apartment. 3 years later he had raised €3m from investors and scaled to 50 people. Today he fights fast fashion by using technology to make a new generation of life-proof minimal menswear consisting of premium cotton shirts that repel stains, odour, and wrinkles. The brand first launched on Kickstarter in 2017 and by 2020 it had customers across 98 countries.

Lotte Vink and Kasper Petersen are the Co-Founders of LABFRESH. In contrary to most fashion houses, they want you to buy less and wear their products longer. They apply exclusive FreshCore technology to premium cotton fabrics. After their brand became the most backed European apparel project in crowdfunding history, they quit their jobs, found an office in Amsterdam, and started building a business from scratch. Over the past 2 years they've built a supply chain, a website and a brand which has seen press coverage across TV, radio and leading magazines. They were finalists in the start-up competition Get in the Ring and the Accenture Innovation Awards, and they won €1000 from Awesome Amsterdam, which they used to make anti-bacterial socks for the homeless. 

In this episode of the MenswearStyle Podcast we interview LABFRESH Co-Founder, Kasper Brandi Petersen, about his background in fashion and how he launched this brand on Kickstarter. Our host Peter Brooker and Kasper talk about how the brand went viral due to its key feature of repelling stains, where websites such as LADbible would show their videos with red wine, beer and milk being thrown onto the shirts. The discussion goes into detail about the fabric technology and manufacturing processes to create repellent clothing. They also chat about their successful Dragon's Den appearances, the effects of Covid-19 on business and how this year he took the whole team to Bali for a month.

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