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DEAR PIET, YOU ARE A MARKETING EXPERT. WITH POSITIONS AT BIG BRANDS LIKE GRUNER UND JAHR AND WEMPE. WHEN DID YOU DECIDE TO FOUND THE EDUCATED COOL?We had been talking about this for some time with friends and ex-colleagues in publishing and advertising so I knew that I could rely on a superb network to get The Educated Cool started. I made the final decision on a very fine summer day last year at my favourite spot on Ibiza. It all came together and made sense after all.
WHAT IS SPECIAL ABOUT THE EDUCATED COOL? HOW DO YOU DIFFER FROM ESTABLISHED MAGAZINES?It’s about people, places and products with soul. The most important asset: our range of topics is broader than the one of the standardized luxury media world. On The EDUCATED COOL we talk about luxury trunks, hand-crafted sneakers as well as books, art, the challenges of the circular economy and the goose bumps you get of a divine song. In the end it’s all about the mix and its flavor.
THE EDUCATED COOL STANDS FOR A NEW LUXURY. CAN YOU EXPLAIN THAT BRIEFLY? WHAT DOES LUXURY MEAN TO YOU?Luxury for me is not about buying expensive things – it’s about being aligned with myself and being able to appreciate quality. New luxury is defined by people who do feel and think in this very sense.
No one remotely sensible wants to increase the world's problems through their consumption anymore. New Luxury is based on knowledge and values – that’s what The EDUCATED COOL is all about.
IS LUXURY AND SUSTAINABILITY A CONTRADICTION FOR YOU?Not at all. As long as luxury is all about quality in the first place it is aligned with all the core values of sustainable consumption.
DO YOU HAVE A FAVOURITE ITEM AT THE MOMENT? AND WHY?I am still in love with my Adrian Tassel Loafers from George Cleverly in London. I love the brands’ sense for timeless style, their approach on craftsmanship and their tiny little but classy store in The Royal Arcade in Mayfair.
WHAT ARE YOUR NEXT GOALS AND PLANS FOR THE EDUCATED COOL?Our next goal is a continuously growing The EDUCATED COOL-community, the development of the first TEC app and keeping the fun we are having now.
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