Subjective truths

Fashion isn’t about being unassuming these days. The post-pandemic wave of “fashion makes you happy” has grown into a new, more colourful normal.

These aren’t my words. In fact, I could never have written these words. Even though I just got home from the Copenhagen International Fashion Fair. Even though I help organise the Texcon Event each year. And even though I’ve spent six years as a leader of inspiring people who know the ins and outs of the fashion industry, I could never have written these words.

When I started at Texcon, I came in from the plumbing industry, and I got this job because I didn’t know anything about fashion.

In my first few years, I kept hearing: “This industry is quite unique. It doesn’t work that way, it’s different here.”

It’s true that the fashion industry is unique. And I know why. The fashion industry is a subjective one. Personal opinions, tastes, and aesthetic considerations are the key factors for success. Each designer’s personal view on what’s appealing plays a major role in the creation of new collections. Meanwhile, our consumers’ subjective tastes determine what will be popular.

The fashion industry isn’t the only subjective industry. The entertainment industry, the advertising industry, and the restaurant industry are similar. I haven’t worked in any of those, either.

My subjective belief is that I got the job at Texcon because the board felt it was important to pursue some objective truths about commerce. These are the truths that apply in all industries:

Customer satisfaction: No matter the industry, satisfied customers are the foundation for long-term success.

Innovation: Whether we’re talking about products, services, processes, or business models, innovation is the key when your goal is to stay ahead of your competitors.

Quality: High-quality products and services contribute to customer loyalty.

Sustainability: Being aware of the environmental and social aspects of your business isn’t just an ethical obligation anymore. This is becoming an increasingly important requirement from customers, investors, and public authorities.

Technology: Whether you use technology to improve quality or cut costs, digitisation and technological innovation drive change.

Competence: Qualified and passionate employees are a key factor in delivering quality and achieving growth.

Honesty: Integrity builds trust.

Adaptivity: Markets, technologies, and customer preferences change fast. Companies that are flexible and adaptive are better equipped to handle changes and to exploit opportunities. 

I love this job, where strong opinions, feelings, and instincts are the cornerstones of success. At the same time, what I’ve learned from six years in this industry is that the people who really succeed are those who can combine subjective truths with objective ones.


PS. I didn’t write the words in the lead, but if you go to the front page of and click the article “5 trends for men AW 2024/2025”, then you’ll find these words right at the middle of a thoroughly researched report about the direction of men’s fashion going forward. As a member of Texcon, you get exclusive access to such reports well ahead of the next purchasing cycle.