During a tour of the new hub, Egbert Rühl, Managing Director of Hamburg Kreativ Gesellschaft, commented: “FABRIC is the latest place in Hamburg where future models for sustainable fashion are being trialled – with design, sales and production in one central location.” A showroom, an area for fashion shows, a workshop, workstations, a pop-up shop and a café have been created on three floors. FABRIC is set to become a central contact point for designers and fashionistas – and a testing ground for sustainability, digital technologies, upcycling and recycling and for future-proofing business models beyond fast fashion.