"Our community is the heart of the brand."

When Patrick Reimann and Philipp Krause founded Prohibited in 2021, their motivation was clear: to create a counter-narrative to mainstream streetwear culture.

Instead of gangster attitude, fake flex and artificially short drops, the two former fellow students wanted to establish a brand that deliberately goes against the established codes of the scene - and thus hits the nerve of a new generation. The name Prohibited is not just a statement, but a program: a conscious rejection of conventions and a plea for attitude, community and authenticity.

With the current drop of your fall/winter 2025 collection, you are presenting a range of new products, including leather jackets, winter coats and hunter jackets. What else characterizes this collection?

Patrick Reimann, Co-Founder Prohibited: The central theme is "Escapism", i.e. the "escape" from the big city. We show typical Prohibited looks enriched with a touch of the outdoors and weekend getaways in nature. A little "British" is also reflected in the colors with brown, green, navy and bordeaux. Knitwear, pleated pants, leather and coats are important.

Starting with high-quality basics, the collection has now developed into a full collection. What significance does the gradual expansion of the collection have for you? And what challenges did you face during the process?

For us, Prohibited has always been a lifestyle and not just a T-shirt or hoodie. That's why it was clear that we had to open up other product categories bit by bit if we wanted to present this idea credibly. After 3 years, we now do everything except shoes.

There were and are many challenges in the process, because new categories usually require new suppliers, who we always visit on site before we start production. In addition, there are usually new materials, new shapes, etc... the effort involved in starting new categories from scratch is high, but indispensable for us.

Your brand has an enormously strong community. What do you think is currently needed to achieve an honest connection with your customers?

I think it's important to really see people as a community and not just as customers. We specifically seek out exchange, answer every DM, every comment, every email within a few hours. We organize events, parties and running clubs to bring people together and create positive experiences. Our community is the heart of the brand for us. We really enjoy doing that and I hope it's well received. Making the people behind the brand visible, giving real insights, that is certainly also an important aspect that creates trust.