Get To Know Ree Projects, The Luxury Accessories Label For Your Radar – FORBES
Wed 1 Feb
Established by Desiree Kleinen in 2015, her accessories label Ree Projects hits that sweet spot between form and function, where clean lines, bold aesthetics, and an essence of modernity meet wearability.
Amsterdam-based Kleinen tells us more about her creative and entrepreneurial spirit that was encouraged by her grandmother, the evolution luxury handbag line, and the long-term goals for her label.
Felicity Carter: What was your first memory of style?
Desiree Kleinen: My mother. She worked as a model and dancer back in the day – a vibrant, elegant woman with a great sense of style. I loved watching her doing her make-up, putting on all sorts of wigs and getting dressed. Snooping around in her closet was a delight. These are my first memories of fashion and style that I have always cherished.
FC: How, when, and why did you get into the industry?
DK: I made my first bag at the age of 8, my Caribbean grandmother taught me how to make soap baskets, and I sold them door-to-door in my neighborhood. This experience inspired both my creative and entrepreneurial spirit, and I think a career in fashion was destined for me.
Following almost two decades working for leading luxury houses – such as Karl Lagerfeld, I finally felt ready to launch my brand, to follow my path, to make my own rules, to create and design with a focus on quality, not quantity.
I was working two full-time jobs and caring for my two children then, but I realized I was at a place where something had to give. Ree Projects as a concept has been in motion ever since making those soap baskets with my grandmother, but I am so grateful for the invaluable experience I gained in the roles that led me to where I stand today.
FC: How would you sum up the aesthetic?
DK: My intuitive approach to creation is influenced by the world around me, I design each bag with functional elegance at its core for a collection uniquely defined by sculptural elements such as the aesthetics and signature folded gusset trademark, as well as the organic movement.
I would describe my design aesthetic as understated, minimalistic, bold, and refined. I like to create timeless products that stand out, adding something new to the handbag category rather than creating something that already exists.
FC: What is luxury to you?
DK: Luxury is defined by time, attention to detail, and dedication to quality given to each piece. Time to create slowly with meaning and love, time to develop and grow, time to connect and build something genuine you can truly enjoy and share with the world.
FC: Who is your customer?
DK:I aim to create pieces that intrinsically resonate with who I am and the world around me. I want to create distinctive pieces that contribute to someone's style to empower and emphasize their unique strengths and beauty. Whoever they are.
FC: What are the cornerstones of your company?
DK: By launching my brand, I created a chance to write my own rules and lead with instinct, putting my values first. I only create and produce within my ethical and sustainable guardrails for a long-lasting rather than trend-driven appeal.
I consciously observe inclusive, ethical, fair-trade, and sustainable design and production processes. Working with family-owned factories and specialist craftspeople, locally sourced and ZERO-IMPACT leather, meaning that the tanning process is more sustainable and carbon-neutral – all our leathers are LWG certified and REACH compliant.
FC: Which collection are you designing, and what is on your mood board?
DK: I am finalizing our Fall/Winter 23 collection – and clearing the mood boards to get started with our Spring/Summer 24 collection. My mood boards consists of images, materials, colors, thoughts, memories, vibes, movement and sounds. My design process comes straight from my gut and not always easy to capture on a mood board.
FC: Tell us about the process?
DK: It starts with an intuitive approach. I create collections straight from the gut which can start with anything. A material, movement, art, music, people, culture, nature, architecture or just everyday objects really. With my design method at its core at all times, evolving my existing design ideas and create something new with that.