Fashion Interviews

Hannisch: bags of imagination

Johanna Schumann took the basic gym bag and experimented with holographic materials, snake foil fabrics, sequins, and everything in between to create her unisex bag brand Hannisch.

We caught up with her at her latest shoot to talk brand style and tips for aspiring entrepreneurs.

Tell us a bit about Hannisch?

I started on Kleiderkreisel by selling t-shirts that I had printed. At some point I moved on to making gym bags, because I like using them myself a lot and really enjoy producing them, so that’s what I’ve made my part time job.

Whereabouts are you based?

I’m based in Berlin and I do everything at home, selling mostly online.

When did you launch?

I can’t tell you an exact date. I think it was in 2014.

How did you get into making bags?

I like gym bags a lot, so I just experimented with it until I had a perfect cut. It just kind of came to me. I can’t actually say how exactly.

What motivates you to do what you do?

I feel inspired quickly when I see fabrics. It’s enough to just walk through the store I buy my fabrics in. I can always think about new ideas there. I get motivated by positive feedback from people who own the bags, for example, when I see people on Instagram wearing them.

What are the inspirations behind Hannisch?

My name is Johanna Schumann and in my last years of school it suddenly became my nickname. A classmate came up with it and it established itself everywhere as my username, so now it’s Hannisch. 

How would you describe your brand style in one sentence?

That’s a good question. I’d say something for everyone.

What’s your all time favourite item from your collection?

I think the silver Holo bag.

What would be your advice to anyone who wants to create their own brand?

I wouldn’t say that I’m an actual brand already, but I’d say just go for it and do it. I mean, these days anyone can do it.

Why do you think video is important for selling?

When you don’t know that much about fabrics, it’s better to see what it looks like in motion. You can get a better idea of what you’re buying that way.

What are your top three style tips?

I don’t really have any tips. Just whatever you like and what’s lying at the top of your closet!

What’s on your Spotify playlist right now?

I don’t have Spotify, but I can tell you what I have on my iTunes. At the moment, Red Hot Chili Peppers – I usually listen to rock and alternative.

Shop Hannisch’s shiny designs on YEAY by downloading the app in the iTunes Store or on Google Play


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