The 2 Minute Interview
Herbert Hofmann is originally from Landeck in Tyrol and studied Geography in Innsbruck and Stockholm. Which wouldn’t be particularly spectacular if Herbert wasn’t significantly responsible for one of the most style-forming Berlin fashion stores ever as Creative Director. The Voo Store in the court of the Oranienstraße really needs no further introduction – no other store is as representative for the modern, lifestylish, naturally casual and pretty confident Berlin as the fashion and lifestyle store in the rooms of a former locksmith’s shop. Who is the actual star: shop or products? If you ask Herbert, the latter is the case, of course. Carefully and with unerring intuition he chooses each piece personally and visits the fairs and stores of the world. Let’s talk rubber animals, Herbert!
Name: Herbert Hofmann
Profession: Purchaser / Creative Director
Shoe size: US10
Favourite designer: Raf Simons
Why is fashion so important?
Fashion is a great means of expression and is fun, but I have never used the word ‚important‘ referring to it. Naked people are fabulous, too.
What do you find typical for Berlin?
Straightforwardness and tolerance.
Which fashion trend should never come back?
What does your home look like?
Like a Jungle.
Your biggest fashion sin?
I regret nothing! (I hope there aren’t any pictures of potential bloopers)
What are you proud of?
My friends and family.
What is good style?
Individuality. Just trying to buy and wear styles that you like and then combine them wildly – in the end, everything will fit together.
The hero of your youth?
How would your parents describe you?
What would you cook for us if we came to visit you at home?
Which celebrity would you like to do a make-over for?
To each his own… Changes are good if you want them yourself.
What are you afraid of? Stupidity.
What should no one know about you?
Which music I listen to during sports.
Which question should we have asked?
Beyoncé or Rihanna?