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10 November 2021
Fashion.at at the Austrian Press Days: New CBD Fira Soda flavour rose x lavender introduced by founder and digital specialist Alexandra von Quadt, Viennese brand for classical basics Glein presents coats made of durable Austrian loden, Neubau Eyewear puts the fashion industry-critical work of designer Larissa Falk in the spotlight
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The Austrian Press Days are a comfortable event series organised by press agencies. They can be compared with fairs where professionals from media have the chance to meet representatives and founders of labels such as Alexandra von Quadt who founded the CBD-beverage brand FIRA Soda - The Feierabend Company in summer 2019 some months before the Covid-19 pandemic outbreak, which was a special challenge at the start of the young brand. As digital professional with milestones like co-founding the online shop FromAustria.com and working for projects like the relaunch of the German Vogue website, Alexandra von Quadt was flexible and focused her business during the first lockdown on the internet. In the meanwhile, the range was extended by a second product. The first taste of the relaxing Fira Soda made of Cannabidiol (CBD) was mixed with natural flavours and extracts of elderberry, lemon and turmeric. The latest composition combines for a pleasant floral taste rose with lavender and is enriched with vitamin B12 and magnesium.
Alexandra von Quadt developed the drinks from her own need to get relaxed and free herself more easily from stress. Before Quadt started the brand, she tested the drink also with a person with Parkinson disease and earned positive feedback.
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Fashion.at went through various rooms on 9 November, the first day of the Austrian Press Days. In one of the spaces, the new prototypes by the Viennese brand Glein were presented such as a jean in classical straight cut which will be launched in three washes next spring, a sweater hoodie with matching pants manufactured from a very soft elastic cotton fabric, and the new coats made of Austrian loden (felted wool) which are available already this season. The concept of the brand is to offer basics in classical, long-lasting styles made from sustainable materials and produced under fair working conditions. The size system of the gender-neutral collections is orientated on the wearer's desired lengths and widths of garments. The loden coats can be additionally customized at Glein in Vienna.
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In another room, new glasses by the Austrian brand Neubau Eyewear were exhibited. In front of the Neubau Eyewear displays, a mannequin was dressed in a piece by Larissa Falk, the winner of the Rondo Fashion Award 2021 at the graduate shows of the University of Applied Arts Vienna. The interview with Larissa Flak about her approach to fashion and the communication of her criticism of the fashion industry concerning fetishization, the definition of perfect bodies, the weakening of the term sustainability through marketing,... is published at neubau-eyewear.com/de/blog/interview-with-rondo-fashion-award-winner-larissa-falk.
Fashion.at at the Austrian Press Days:
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