Credit: Atelier Spatz
Chronicle.lu recently had the opportunity to speak with Jo De Santis, Founder of Atelier Spatz, about her artisanal children’s costume brand and its launch in Luxembourg earlier this year.
Jo founded Atelier Spatz in London in the United Kingdom (UK) in 2013. The name "Spatz" is inspired by the German word for sparrow; "Spatz" is also a term of endearment for children ("little sparrow") in southern Germany, where Jo is originally from. Atelier Spatz offers handmade, ready-to-wear children's costumes as well as bespoke costumes designed and made to measure. In January 2022, almost ten years after its creation, the studio relocated to Luxembourg.
Speaking to Chronicle.lu, Jo explained that the idea for the business came from her own childhood and her experience with her own children. Her children, like Jo before them, grew up around vintage costumes that had been in the family for generations. When her daughter asked for a bird cape one Halloween, and none was to be found in the family costume chest, Jo set about sewing a cape herself. She went on to set up her own Etsy shop, catering to customers around the world. The fact that she started off making bird capes also fits with the name “Atelier Spatz”. However, Jo’s repertoire quickly expanded beyond this, and she has now designed and sewn various costumes, from superheroes and fairies to pirates, for children worldwide.
When asked about the main values of Atelier Spatz, Jo highlighted sustainability above all. "Sustainability is at the heart of what I do", she stated, adding that she did not want to make any throwaway costumes. Instead, she stressed that it was important to "consume less and consume better". Consequently, her designs are made to last, even as the children grow. For instance, the costumes include elasticated waistbands or are looser around the chest so that they will fit children for longer than one season. The goal is also for these costumes to be passed down through the generations.
The designs are versatile, for instance what can be worn as a belt one year could be worn as a turban or a cape another year. Sustainability also applies to the fabrics used. In the production stage, Jo opts for natural fibres such as cotton, linen and silk (where possible), as well as newer sustainable alternatives like Tencel (which requires less energy and water than traditional cotton in its production), and avoids polyester. Moreover, the products are created in small batches which can be sold over a longer period – and in classic designs that stay in fashion. Leftover fabric is used to make other costumes and thus avoids waste.
In terms of the impact of the COVID-19 pandemic on business, Jo noted that it had been really challenging at the beginning. She switched from making costumes to sewing hundreds of face masks in 2020. Gradually, clients came back and began ordering costumes again despite lockdown: whilst there were no Halloween, birthday or other parties, parents and guardians wanted to give their children some kind of "escape", i.e. letting them dress up in costumes at home, whether it was while they were doing their homework or when out playing in the garden. Jo explained that it had been a very positive development for her and the business: "It was mentally good to make costumes again", but also in terms of seeing how important this was for children. "That brought home why I do what I do", she said.
Regarding the decision to relocate from London to Luxembourg, Jo noted that she had family connections in the Grand Duchy; her husband grew up here. Whilst the move had been "on the cards for a while", she admitted that Brexit paired with the COVID-19 pandemic had given them "the last push". She noted that the process of setting up her business in the Grand Duchy had been slow – it took some time to obtain a licence since artisans are a protected business – but she received invaluable support from the Chamber of Skilled Trades and Crafts and is now in the process of rebuilding her brand and getting established in Luxembourg – although she can still count on the support of some longstanding loyal customers. Jo expressed optimism that Luxembourg and the Greater Region have an interest in dress up, as evidenced by the many carnival celebrations. She also felt that people in Luxembourg were quite open to shopping small and sustainably.
As for what makes Atelier Spatz unique as a business and what has made it a success to date, Jo noted that the studio offers "quite a unique product". She recalled that working with (and buying from) an artisan is quite special: customers do not just buy a product, rather they "buy into the passion and knowledge" of the person making the product. This was something she believed distinguished Atelier Spatz from regular dress up companies. She added that she had found Luxembourg as a place rather inspiring, with its medieval architecture, and hoped to be able to collaborate with local charities, companies and photographers in the near future. In fact, back in London, she had worked on several charity projects, including one in collaboration with Great Ormond Street Hospital for Children and Superhope, as part of which Atelier Spatz created superhero costumes (designed by the children themselves) for long-term patients. The studio has also worked with corporations, theatres and film production companies in the past.
At present, Jo designs and creates all the costumes herself, although she has worked with a couple of seamstresses in the past. She noted that she would like to do more small-batch productions with seamstresses in Luxembourg and would be open to stocking her costumes in boutiques. She also expressed an interest in working with carnival organisers as well as the growing film industry in the Grand Duchy. Anyone wishing to collaborate with Atelier Spatz is invited to send an email to jo@atelierspatz.com
Over the years, Atelier Spatz has received several accolades including the "Junior Design Award" in 2018 and 2021, the "Smallish Design Award" in 2017 and the "Parent & Baby Award" in 2020.
For further information, visit https://www.atelierspatz.com/
Jo De Santis, Founder of Atelier Spatz
