EXAEQUO is an upcycling brand driven by a vision to unite sustainable fashion, creativity, and cultural exchange under the principle of equality. Operating with a collaborative, hierarchy-free approach, EXAEQUO reimagines pre-loved garments through innovative redesign while promoting mindful resource use and the circular economy.
More than a fashion label, EXAEQUO is a platform for interdisciplinary artistry, bringing together photographers, musicians, dancers, designers, and creatives from all walks of life. By fostering cultural dialogue and artistic collaboration, EXAEQUO transforms fashion into a medium for connection and expression.
Having launched with a vibrant event in Innsbruck—featuring an art exhibition, live shows, skating, and the debut runway of its first collection—EXAEQUO continues to grow its community and expand its reach through creative projects and social media.
In this article, we dive into the origins of EXAEQUO with co-founder Naomi Thieme (which we previously had the pleasure of featuring) and getting to know her goals for EXAEQUO, connecting with the present and the future.
J: What inspired the creation of EXAEQUO, and how did the name come about?
NT: EXAEQUO was initially founded by a group of artists, mostly architecture students, along with a few others, who came together to be creative and upcycle pre-owned clothes. We wanted to create a space that many of us felt was missing—a place for creatives to collaborate. In the early stages, we had a WhatsApp group with a working title until Claudi suggested the name EXAEQUO [ɛɡz’ɛkwo]. She explained that the term was used in the sports community to describe being on an equal level. For example, when two skiers share second place in a competition, it’s called exaequo. Despite the fact that the name was hard to pronounce and many people might know what it means, we chose it because it aligned with our values of equality and non-hierarchical structures. Plus, if it was hard to pronounce, people might Google it, and it would stick even more.
J: Can you share the journey from EXAEQUO’s beginnings as an experimental project to becoming a fully realized brand?
NT: The evolution happened organically. We were a group of around 20 people, and finding a time when everyone could meet was often challenging. So, we worked in an open space—sometimes with only four of us, other times with more. We were using the old storage space of the Gans Anders collective, long before anyone knew about St. Bartlmä. There, we experimented with different tools, methods, and ideas. It was inspiring to work with so many people—there was always new inspiration, and collaborations were constant. Some worked on personal projects, while others teamed up on pieces or outfits. Eventually, the Gans Anders Collective moved to St. Bartlmä, and we relocated our things to the old space of my collective, Dachziegelflow. As time passed, it became harder to maintain regular meetings, and eventually, DZF had to move out as well. After a year of storing the clothes, Claudi and I decided to show the collection to the public and started planning. It would have been a shame to just forget about it—we had all these amazing pieces! So, we created even more and organized a photoshoot for May 2024. The shoot was a highlight. We worked with 10 models, four photographers, and a camcorder. St. Bartlmä was the perfect location, and the vibe of the group represented everything we had envisioned. After this experience, we knew we needed to organize an event to present both the collection and EXAEQUO as a concept. We created an Instagram profile and started planning the event. Although it was chaotic and our team was small, it was incredible to see how we brought so many artists and people together to make it happen.
Currently, we are working on expanding our core team by adding three more members, launching our first collection on Instagram (@exaequo_7000), and planning our next steps for the future.
J: EXAEQUO is built on the values of equality, sustainability, and collaboration. How do you ensure these values are reflected in everything you do?
NT: Equality is one of the more complex values to implement. In my experience working in creative collectives, some necessary structures for decision-making and coordination are based on responsibility. Claudi and I are currently the main drivers of the development, but that doesn’t mean we are above anyone else. Equality is about treating each other with respect and empathy. Everyone is encouraged to contribute their ideas and help shape EXAEQUO. Although the brand identity might feel edgy and cool, we want everyone to feel welcome and seen. Sustainability is key in our work with upcycled materials. We aim to promote slow fashion as an alternative to the fast fashion industry. In addition to economic sustainability, we want to practice social sustainability by creating a system that supports artists in the long term.
Collaborations play a crucial role in this social sustainability. They help artists work across disciplines, gain inspiration, and expand their visibility and reach. Collaboration, not competition, is one of our most important values because we believe that together we can achieve much more. We aim to include, exchange, and support one another.
J: How does EXAEQUO stand out in the upcycling fashion world?
NT: EXAEQUO is more than just a clothing brand—it’s on its way to becoming a platform, a community, and, potentially, an agency in the future. While we are still at the beginning of our journey, we envision EXAEQUO as an open collective that invites diverse artists to collaborate on sustainable projects. With my background in event management, we also plan to host more cross-cultural events powered by EXAEQUO.
J: Why is working with used clothing and promoting a circular economy so important to you?
NT: Promoting a circular economy for clothing is vital because it reduces waste, conserves resources, and minimizes environmental impact. In contrast, fast fashion leads to overproduction, high waste, and labor exploitation. By reusing, recycling, and upcycling clothes, we can extend the lifespan of garments and reduce the need for new resources.
There are already so many pre-existing clothes circulating. And upcycling is fun! It allows us to redesign, reimagine, and breathe new life into pieces. Using creativity to solve environmental issues is a superpower that we should harness. As we know, the fast fashion industry is one of the leading contributors to pollution. Additionally, upcycled clothes are unique—no one else will have the exact same piece. This supports individual expression while also helping the environment.
J: Can you walk us through the creative process of transforming pre-loved garments into unique EXAEQUO pieces?
NT: First, we acquire secondhand or vintage pieces, which come to us through donations, street finds, or from platforms like Vinted and vintage stores. After that, the creative process varies depending on the artist. We’ve used techniques such as laser printing, screen printing, lino printing, stitching patches onto damaged areas, redesigning the garment’s cut, adding parts of other clothing (e.g., pockets), and painting with acrylics. The motifs on the pieces were inspired by photos from different photographers, graphic designs, or even contributions from
artists like Adela Culaja (@notyourandel), who painted directly on the clothes. The collection came to life through several sessions, with different combinations of artists.
J: What inspires the artistic direction behind each collection?
NT: The first collection was essentially the birth of EXAEQUO. It was a period of pure experimentation and exploration—there were no limits. We approached it with an open mindset, allowing anything to be possible. For the next collection, nothing is set in stone yet. We plan to hold open calls for new artists soon and will then decide whether to introduce a theme, a context, or a creative framework.
J: Collaboration seems central to EXAEQUO’s identity. How do you find and work with such a diverse range of artists, from photographers to musicians?
NT: The idea of bringing artists from different disciplines together to create fashion aligns naturally with the fact that many creatives—whether musicians, designers, or photographers—also express themselves through style. This extends even further to skaters, skiers, snowboarders, dancers, and models.
Our goal is to create a space and platform for connection and collaboration. Artists can contribute to the collections, but they can also bring them to life by wearing the pieces—on stage, in performances, or while skating, skiing, and snowboarding.
Fortunately, Claudi and I are a great match in this regard. As artists and athletes—a freeskier and a dancer—we are well-connected in creative and sports communities. Many of our collaborations stem from past projects, personal connections, or mutual circles. Now that EXAEQUO has an online presence, we’re open to working with both local and international artists.
For future collaborations, we’ll make open calls on social media, send private invitations, and accept applications. EXAEQUO is an open space—exclusive, but in an inclusive way.
At times, creating alone is valuable, but being part of something bigger just hits differently.
J: What role does storytelling play in the design and presentation of your collections?
NT: For this first collection, the collection itself is the story. You can see the creative process reflected in the pieces—the techniques, ideas, and artistic influences visible in the clothing. Certain items can be traced back to specific creative sessions, making it easy to see which artists worked together. The fact that so many different creatives came together is reflected in the diversity of the final results.
Looking ahead, I’m excited to see how new collaborations and stories unfold in future collections. If I had to sum up the narrative of this first experience, it would be: beautiful creative chaos evolving into a tangible idea and a concept to work with.
For the future storytelling might play bigger role, in case we introduce a theme.
J: What’s one of the most memorable or unexpected moments you’ve experienced during a photoshoot or creative session?
NT: One early memory stands out—back when we were creating in the old base of the Gans Anders Collective. We found an old lampshade lying around and started experimenting with it. One of us took the metal saw and to turn it into a skirt. That was the most out of the box idea we had and we created a fun outfit - the nunbride. Unfortunately the look never made it to the runway, because the skirt disappeared during the move. I guess it might have been part of the decoration department of the festival - to Feli if you see this - sorry that we ruined your lampshade haha!
The photoshoot itself was an amazing experience! Seeing everybody come together, work collaboratively, and create content was so rewarding. The way the group naturally split into smaller creative teams, then merged back together, all while having fun, was incredible.
You can check out the results on our Instagram (@exaequo_7000)—and stay tuned, because more is coming!
J: EXAEQUO emphasizes a non-hierarchical and holistic approach. How does this philosophy shape the way you and Claudi run the brand?
NT: We go with the flow. Depending on our capacity, each of us takes on as much as we can in any given moment. Claudi and I balance each other out—sometimes she pushes me, sometimes I help her slow down. We divide tasks based on our individual strengths and availability.
The idea is that everyone involved is a piece of the puzzle, contributing exactly what is needed at the time. There’s always space for feedback and suggestions. As the brand grows, we’ll likely need to introduce a flexible structure to guide our development—but I trust that will happen naturally.
J: The vision for EXAEQUO goes beyond fashion, touching on cultural exchange and community building. How do you see these elements evolving in the future?
These values are core to EXAEQUO, so they will continue to shape its direction. I see them influencing the broader vision of the platform, helping it expand—perhaps even internationally.
I hope we’ll find new collaborators and supporters who resonate with our mission and push its growth.
J: How do you balance artistic freedom with the practical challenges of running a brand?
NT: It balances itself. Everything has its time and place. After the intense creative phase of making and presenting the first collection, we’ve now shifted focus to backend work—structuring, administration, and organization. Creativity plays a big role even here, as we find solutions to challenges and build a foundation for future projects.
J: What does success look like for you personally and for EXAEQUO?
NT: Since EXAEQUO is more than just a brand—it’s a platform and a community—success takes on many forms. One clear success was UNISEX, where creatives and art lovers came together to celebrate creation. For me personally, success is about keeping the vision alive, even during challenging times. Trusting the process, having patience, and bringing the idea into the world—this interview, for example, is one small step of success.
In the long term, success would mean launching international projects and securing sponsors to support our mission without financial struggle. For now, it’s about expanding collaborations, selling the first collection, and increasing visibility
J: The UNISEX event in Innsbruck was a multidisciplinary celebration. How did you bring together fashion, music, dance, skating, and art so seamlessly?
NT: If you say it looked seamless, I’m glad! It felt so chaotic but I guess that is in the spirit of the arts. For the organizing part it was easy to find people who are motivated to be part of it. The creative scene in Innsbruck is big and there are many talented skaters and shredders. Big shoutout to the dancers of the OVG Crew (@ovg_crew) by Streetmotion Studio and Kreativ Fabrik Innsbruck. We worked with the skater crew Bande 102 (@bande_102) for the Cash4Tricks Session and with Mass Archive (@mass__archive) to power the afterparty. Huge thanks to Queen Lizzy (@lizzy2thedizzy), a rapper, artist and activist from Munich for coming through and performing and last but not least all the amazing artists and photographers showing their art around the location. Without the team it would have been impossible, so the love goes out to the core team Sami Rimmel, Philipp Mene and Moi Aminpoor!
J: Were there any standout moments that felt like a defining success for EXAEQUO?
NT: Honestly? The entire event.
Seeing so many people attend and enjoy the art was surreal. The highlight for me was the fashion show—people cheered throughout! That’s rare for a fashion show, which is usually serious and quiet. I think it worked because the models were people the audience knew, making it feel like a collective celebration. Also finally seeing the pieces on the runway after almost being forgotten was beautiful to see.
J: Do you see similar events becoming a core part of EXAEQUO’s future?
Absolutely. These events are where EXAEQUO comes to life. Right now, we’re developing ideas for our next event and the second collection.
J: How do you measure the impact of these events on the local community and EXAEQUO’s mission?
NT: As a sociologist, I’d love to develop a structured way to measure the impact of these events. For now, our reach on Instagram and the growing interest in EXAEQUO show us that we’re making a meaningful connection within the community.
This initiative was born from the need for community-building, and seeing how naturally it has been embraced reassures us that concepts like this are not just wanted, but needed. At some point, it would be interesting to formally research the influence EXAEQUO has on the local creative scene.
J: How has your own artistic background shaped your leadership and vision for EXAEQUO?
NT: It took me a long time to find my identity as an artist, and I’m still on that journey. But working with Dachziegelflow helped me realize that I love creating opportunities for art, culture, and collaboration.
I’ve always felt connected to both creation and performance—being part of large groups of artists, blending disciplines. My artistic background has taught me that leadership needs to be organic, flexible, and patient. Working with artists is always both a challenge and a blessing.
For the vision I know I want it to be inclusive, because that’s what I was missing for a long time. A community of artists working together.
J: Your travels and collaborations seem to fuel your creativity. How has your time in Rio de Janeiro influenced your work and vision for the brand?My time in NT: Rio has given me a fresh perspective and new inspiration.
I’m currently living in a favela where a group of artists is building a similar initiative—creating a space for creation & collaboration. I’ve also met another upcycling brand owner, and we’re planning a collaboration. It’s amazing to see how a shared vision can overcome language barriers and cultural differences.
We’re even discussing the possibility of an international co-production, supporting the creative community in Rio while integrating EXAEQUO into the process.
J: What has been the most rewarding part of building EXAEQUO so far?
Seeing it actually grow and reach people.
NT: For me, the most rewarding part is watching EXAEQUO align with my bigger vision and bringing both old and new friends along for the journey. Of course, seeing the collection on the runway was an incredible moment, but beyond that, just knowing that this idea is becoming reality and seeing so many people engage with it is what truly fulfills me.
J: How do you stay inspired and motivated during challenging times?
NT: Sometimes, things just need to rest for a moment.
I’ve learned that if something isn’t happening at a certain time, it’s probably not meant to happen just yet. Trusting the process and letting things unfold naturally always leads me back to inspiration. Sharing ideas, exchanging thoughts, and getting creative in whatever medium is available at the moment helps keep me motivated.
J: What are your next big plans for EXAEQUO? Can you share any details about the upcoming collection or events?
NT: For summer, we’re planning to launch the second phase of EXAEQUO. We want to host a workshop week where people can actively participate in creating the next collection.
This time, we aim to structure the process more and expand the team. However, due to the workload involved in organizing both a workshop and an event, the timeline might shift to autumn. Let’s see, I’ll keep you updated!
J: How do you plan to expand EXAEQUO’s reach while staying true to its values?
NT: We want to integrate more interactive features into our social media channels to stay connected with our community and build authentic relationships. As we’re still shaping our brand identity, there’s a lot of potential to develop. The most crucial next step is finding authentic new members for the core team—people who truly share our values.
J: The Artist House in Brazil is an ambitious vision. Can you tell us more about this dream and how it connects to EXAEQUO’s mission?
NT: It’s part of the bigger picture, and it will take time to plan and execute.
The Artist House is envisioned as a space for interdisciplinary exchange and collaboration—potentially a hub for artist residencies while also functioning as an agency.
The goal is to invite artists to co-create sustainable yet commercially viable projects. Since EXAEQUO already includes diverse creatives—designers, visual artists, videographers, photographers, models, dancers, musicians, event managers, and even athletes (who I also see as performers)—this initiative is a natural next step.
Fashion connects all of these disciplines, making EXAEQUO the perfect platform to bring them together.
Now imagine a space in Brazil, possibly on an island, where artists can come together to develop projects—whether a fashion collection, an exhibition, a film, an album, or a performance. It would also serve as a platform for intercultural exchange, involving local artists and addressing social and environmental issues.
J: What steps are you taking to build a creative network in Brazil, and how do you see it influencing EXAEQUO’s future?
NT: Here in Rio, I’ve met so many different creatives—especially from Europe—who are escaping the cold winter and rigid mentalities of France, Germany, and other European countries. Many of them struggle to find opportunities to network or secure paid creative work.
I feel like life brought me here to connect with both local and international artists, to explore creative hubs that align with my vision, and research ways to secure funding.
EXAEQUO could even serve as a pilot project— I imagine the third or fourth collection being designed and produced at the Artist House in Brazil.
J: What do you think smaller sustainable brands like EXAEQUO can teach larger corporations about mindful practices in the fashion industry?
Sustainability isn’t just about materials—it’s about mindset and approach. Small brands like EXAEQUO prove that fashion can be created in a collaborative, ethical, and innovative way.
Large corporations often separate design, production, and marketing into rigid structures, but we show that these processes can be intertwined and co-created in a way that fosters community and creativity.
We have already been seeing this trend in industries where larger brands collaborate with smaller collectives to bring more authenticity to their products. For example, Nike has brought sneaker culture to life by working with artists and athletes to customize pieces from their collections.
Mindful practices in the fashion industry often get lost when mass production takes priority. Shifting the focus away from the globalization of mass production and consumption and instead emphasizing local opportunities and community involvement could add more authenticity and individuality. I believe big companies are beginning to understand—or need to understand—that these values are essential, alongside acknowledging their impact on the environment and society.
J: How do you hope EXAEQUO will inspire people—not just through fashion, but as a movement?
NT: Collaboration over competition as a core value. Understanding the challenges of the industry. I know competition drives the market, but you don’t have to fight alone when there are others thinking and acting in the same direction. Especially in times like these, we need to work together.
We want EXAEQUO to be more than just a brand—it’s about fostering connections, creativity, and cultural exchange. By bringing together diverse artists and communities, we hope to inspire a shift toward more inclusive and sustainable creative industries. We want to encourage others to join this movement or start similar initiatives.
J: If you could collaborate with any artist, designer, or organization in the world, who would it be and why?
NT: Rihanna, because she is a multidisciplinary creator and I admire all of the Savage X Fenty Volumes combining dance, music and fashion to an amazing show. Nigel Xavier who is an incredible upcycling designer. I’d love to connect with collectives and agencies like madwomancollective and Bipolar Berlin. Also I would like to work with Governments and NGOs to implement concepts like this into the system and ensure support for cultural initiatives like this.
J: What do you hope people feel or experience when they wear EXAEQUO pieces or attend your events?
NT: Every piece in the first collection is one of a kind, representing individuality and artistic expression. These garments carry a unique creative energy—they should empower the wearer, making them feel both exclusive and part of something bigger.
At our events, I hope people feel inspired, connected, and included. Fashion, art, and music bring people together, and EXAEQUO is meant to be a space where that connection happens.
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All images provided by Naomi Thieme unless credited on the photo(s) itself.
You can follow her on instagram @naomithieme
EXAEQUO Instagram - @exaequo_7000
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