Annotations cc: Johannes Stumpf

Industrial’s founder, Johannes Stumpf, joins me to reflect on why platforms like Instagram have accelerated in reshaping the way we encounter the established and the contemporary in design. We delve into the paradox of an industry shaped by the contradictions of access. The conversation begins before it begins — musing on the allure of incognito. Does anonymity serve the brand better? For emerging labels, particularly in their nascent stages, there’s a certain potency in obscurity, that cultivates an organic intrigue, unburdened by the weight of personal identity.

Anoe: I came across a phrase earlier, hinting at what’s encoded in hashtags on Instagram. It mirrors how creative industries, design included, are decentralizing their power structures through social media. I know Instagram has been key for you — how did it shape the early stages of your practice?

Johannes: Instagram has been central to my vision. It inspired me to democratize access to design. What started as an archive page continues to resonate with a younger generation of designers who feel estranged from traditional retailers. Among design retailers, social media was often underutilized — not just for promoting products, but for directly engaging with a community. This hasn’t been just about visibility; it’s been about creating a space that reshapes access to the industry through a sense of community.

A: More than just a storefront, it’s a space for interaction — one that actively challenges the dynamics of the industry. The tension between disrupting and adapting feels emblematic of our time. Relevance in the industry requires utilizing new tools, questioning shifting trends, and thinking across disciplines.

J: From day one, my target was to build a retailer that grows as we grow, adapting to current tools and trends from the ground up. Rather than chasing or creating trends, I prefer to be part of the conversation that shapes them. Over time, this approach has defined the aesthetic and culture around Industrial.

A: And as your community evolves, you’ve integrated fashion into your work. Can you tell me more about the vision of Industrial?

J: Our approach is starting to influence the industry, and the aesthetics we focus on are being adopted more and more. Right now, we're working on opening a physical store—not just a place to shop, but a space where people can connect, get inspired, and engage with the brand as part of a community, not just as customers. To test this out, we’re launching a three-day pop-up event in January, during Berlin Fashion Week 2025.

A: What drives your vision moving forward?

J: What really drives me is the desire to make an impact. It’s moments that reaffirm this — like receiving a message from a follower or closing a partnership with a designer I respect. Those moments stay with me far longer than any sale. It's the connection and the growth of the community that matter most.

A: Let’s talk about what’s interpersonal. Communication and relationships are tools in their own right. How do you approach community growth?

J: My perspective has definitely shifted over time. In the beginning, I focused on building a following, and advancing it, expanding reach. Now, it’s about partnering with brands and creatives I truly admire. I’m not focused on financial targets neither specific brand collaborations. I rely on intuition.

A: Speaking of communication, how do you introduce yourself? In today’s world, as creative practitioners and entrepreneurs, we’re all navigating a multi-disciplinary field. What language do you use to articulate your role?

J: I describe myself as someone deeply passionate about design, with a strong entrepreneurial drive. My background in technical design from the automotive industry is foundational, but it’s outweighed by my love for aesthetics, and an ongoing interest in branding and marketing. Virgil Abloh had a major impact on my thinking. He had this unique ability to bridge architecture, design, and fashion in a way that transformed the entire creative industry.

A: By adding quotation marks to words, their meaning and context was reinterpreted, rebranding the everyday. I’d like to close with that. What’s a word that defines your everyday?

J: For me, it’s consistency. I’ve been committed and active in the community every single day, for the past three years. It’s not always about big moments or flashy launches. It’s the daily effort that builds credibility and trust within the community.

__

Text: Anoe Melliou

Images: „How High the Moon“ by Shiro Kuramata at Pinakothek der Moderne, Munich; Listening Room by Devon Ojas + Willo Perron at Capsule Global during Milan Design Week 2023; Virgil Abloh. Nike. ICONS, published by Taschen.