Trailblazing Fashion: APACHE STAR Featured on LABECKER

Dec 5, 2024

Introducing APACHE STAR

Text by Lilly Becker

Two years ago in Dubai, I met a remarkable young woman who has since transformed from a shy individual into the confident founder of her own sustainable clothing line. Alongside her supportive fiancé Roger Klüh, she has embraced a mission to make fashion more sustainable and expressive. Their partnership, marked by passion and innovation, has earned them an award for their contributions to the industry. Witnessing her evolution into a trailblazer is truly inspiring. Together, they embody creativity and collaboration, encouraging others to pursue their dreams with courage and joy.

Lilly Becker wearing the WHITE DOWN COAT "BRIGADE BREEZE"

APACHE STAR

APACHE STAR: Redefining Fashion with a Purpose. Imagine a brand that combines the thrill of breaking records with the drive to change the world—welcome to APACHE STAR. Founded in 2022 by record- breaking race boat driver Roger Klüh and his fiancée, Jessica Frühbrodt, this fashion label takes inspiration from Klüh’s iconic powerboat journey from Key West to Havana in 2015. Just as the boat shattered boundaries, APACHE STAR aims to disrupt the fashion industry with style, sustainability, and a whole lot of heart.

APACHE STAR isn’t your average clothing brand. It’s a movement—a fresh take on “slow fashion” where every piece is made with purpose. From sourcing sustainable® to using vegan, water-based inks, every decision is rooted in responsibility. And the best part? Nothing is overproduced—garments are made only when you place an order. That’s fashion on demand, without the waste. But Apache Star doesn’t stop there. They give back, too. Faulty items don’t go in the trash; they go to people in need. Plus, 1% of every sale supports CO2 removal projects, helping to offset emissions and pave the way for a cleaner planet. Their designs are as future-oriented as their mission: sporty, casual and effortlessly cool.

Whether it's a hoodie with an integrated compass for easy navigation through the urban jungle, a down jacket with an built - in thermostat for arctic adventures or a lambskin jacket with a cigar compartment that you'll pass on to future generations - APACHE STAR makes sure you look good and do good at the same time.

With certifications like Oeko-TexTM and the Global Recycled Standard (GRS), and materials like organic cotton and recycled polyester, you can feel confident that every purchase supports fair labor practices and sustainable innovation. APACHE STAR is proof that fashion can be more than style—it can be a statement. It’s not just about what you wear, but what you stand for. Ready to join the movement? Step into APACHE STAR and wear the change you want to see.

Q&A

with Jessica Frühbrodt

Lilly Becker: Why do you believe sustainability in fashion is not just a trend but a responsibility, and how do you ensure your brand lives up to that belief in every collection?

Apache Star: Sustainability isn’t a trend for us—it’s a responsibility. At APACHE STAR, we challenge the status quo of the fashion industry, one of the most environmentally damaging sectors. We don’t greenwash or follow trends. Instead, we prioritize ethical partnerships, fair production, and high-quality products. Sustainability is our business model, not just a feature. Every piece we create is a statement of integrity and conviction. We’re not here for convenience or to follow the crowd—we’re here to make a difference.

Lilly Becker: What does it mean to you, as a couple, to build something together that reflects your values and love for the planet, and how do you stay united when challenges arise?

Apache Star: Our life is an adventure, and APACHE STAR is its heart. People often wonder how a couple like us—Roger, the outgoing badass, and me, the introverted visionary—can make it work. But our differences are our strength. We share unwavering values, and every challenge deepens our bond. Our unconventional lifestyle and age difference invite both admiration and confusion, but we don’t seek approval. APACHE STAR represents our shared heritage and the story of an iconic powerboat. We tackle challenges together, valuing open communication. I lead the business in the background, while Roger is the brand's storyteller in the public eye. This balance of roles is our recipe for success, grounded in love and respect.

Lilly Becker: How do your travels around the world not only inspire your designs but also deepen your understanding of the cultures and communities your brand touches?

Apache Star: For us, traveling is more than escape; it’s a path of learning and growth. Living in a tour bus may seem odd, but it symbolizes our freedom—the heartbeat of APACHE STAR. We dive deep into cultures and face real issues, witnessing pollution and exploitation firsthand. This fuels our commitment to sustainability, CO2 removal, and donating clothing to those in need. Every design we create is born from our journey. We’re not detached fashion experts; we’re passionate travelers, and our open hearts shape every product we develop.

Lilly Becker: What sacrifices or bold decisions have you made to stay true to your mission of sustainability, and what would you tell others who fear taking those leaps for their values?

Apache Star: Choosing sustainability isn’t easy. We could have taken the easy route—cheap materials and mass production for quick profits—but that’s not who we are. We’re committed to a sustainable model, even if it costs us more time and money. APACHE STAR isn’t for everyone, and that’s okay. Every challenge we face strengthens our resolve. When we decided to use recycled ocean plastic, we didn't know if it would work, but we jumped in anyway, despite the doubts. I’ve always wanted my own independence, not just to live off my partner’s success. Founding APACHE STAR was my boldest move, and I embraced the risks of entrepreneurship. To anyone considering a leap: don’t fear resilience. If you know your purpose, you’ll find the courage to choose the harder, but right, path.

Lilly Becker: Why is it important to you to leave a legacy through your brand, and what do you hope future generations will learn from the example you’re setting today?

Apache Star: We’re not interested in a “nice” reputation; we want APACHE STAR to make a real statement. Our mission is to leave a legacy that goes beyond fashion, driving cultural change. APACHE STAR embodies a value system where luxury and sustainability coexist. We want to inspire future generations to stand against the mainstream. Resistance is a sign you’re on the right path. Our brand redefines the rules and empowers others to uphold their principles. The journey may be tough, but it’s the only path that truly matters.

Source: https://lillybecker.com/