Fashion on tour
Clemens and August is a very exclusive fashion brand. The founder and designer of Clemens and August is a relative from the Brenninkmeijer family (richest family of the Netherlands, founders of C&A), Alexander Brenninkmeijer. He could be seen as the black swan of the family. The collection is comparable with COS and Jil Sander. In contrast to C&A, Alexander launched a brand which is very limited and difficult to get, for a selective group of people. Clemens en August is only available on tour. Each season they travel to international cities, selling the collections in contemporary art galleries for only three days at a time. This tour system allows them to cut out the retail margin. A new exclusivity based on limited availability and not on an overpriced ticket.