Solutions was a minor brand of Seth GmbH – a German shirt-making company established by Mr. Seth senior. Stewarded by an ageing group of directors, the line consisted of traditional-cut shirts that didn’t differentiate much from any other bland men’s office-wear line. Fresh off a business marketing degree, one of Mr. Seth’s sons eagerly took charge of Solutions. The first order of business was to build a sales team with a group of young, enthusiastic individuals, plugged into the zeitgeist of the 90’s Hamburg scene.  The second was a small change of ‘Solutions’ to ‘Soulution,’ to have a trademark-able name, which became emblematic of the brands spirit going forward.

What followed was an energised and directional campaign to break Soulution into the German fashion scene. Mr. Seth, the Jr. planted his flag by relaunching the first collection of mens tops in only two colors – orange and green, with a camouflage kilt to fill out the line.