Raw Fiction
Three years of ethical fashion rebellion - proving that style doesn't require suffering, and that two friends from Austria could challenge an industry.
Project overview
Building an ethical fashion revolution with my best friend, one handmade piece at a time
Raw Fiction was an ethical, handmade, vegan fashion brand I co-founded with my best friend Marcel Bernard. Between 2019 and 2022, we proved you could make fashion that was both beautiful and responsible. Every piece was handmade in Vienna, using vegan materials and ethical production methods - back when most brands were still greenwashing their way through sustainability reports.
Marcel handled the fashion design, photography, and visuals - creating collections that looked like they belonged in Vogue while being sewn in our Vienna studio. I managed everything else: the website, the ads, the production, the business, the Instagram and the logistics and more.
Years
2019-2023
What we achieved
5 collections launched, 3k organic followers, 100% ethical production, zero compromises
Each collection tackled social issues head-on. GARBAGE PLANET turned pollution into poetry. PRIDE celebrated love when brands were still scared of rainbows. PURE CHLORINE exposed the toxic side of fast fashion. UNITY brought cultures together through cloth. We didn't just make clothes - we made statements that people actually wore.
The brand manifesto still gives me chills: "It is a period of exploitation and overconsumption... Emerging from the chaos of polluting fashion brands, there is a small label from Austria who has declared it their mission to carry the torch of resistance with fashion to stand out - ethical." We fought the good fight until 2023, and I gained skills that no MBA could teach.