An Interview with Marcus Thüning — founder of OUTTA TIME: A Brand Rooted in Emotion and Craftsmanship
During Paris Fashion Week SS24, OUTTA TIME stood out with bold designs and raw authenticity. Founder Marcus Thüning described the experience as bittersweet:
"Paris was incredible but mentally draining. The preparation was intense, but it felt like a family trip. I’m grateful for everyone involved."
OUTTA TIME is more than a clothing brand; it’s a personal journey.
"It’s about finding myself and helping others do the same. It’s not about perfection—it’s about embracing success and failure."
Starting in 2019 with t-shirt printing, Thüning quickly transitioned into custom designs.
"In 2020, I began sewing from scratch. I didn’t know what I was doing, but that spirit still drives my work."
Running OUTTA TIME is chaotic.
"Every day is different—designing, managing logistics, or maintaining the website. Structure is tough to maintain."
Paris proved a perfect match for the brand.
"Paris consumers value the details—cuts and fabrics. In Germany, it’s trickier, but we still have support."
What sets OUTTA TIME apart is its honesty.
"We don’t follow trends. Our collections reflect emotions. I even shot garments with a shotgun because it felt right."
For aspiring creatives, Thüning’s advice is simple:
"Find your voice and surround yourself with people who lift you up."
OUTTA TIME isn’t just fashion—it’s a movement for self-expression and community. For Thüning, Paris is only the beginning.
An Interview with Marcus Thüning:
M: Marcus, how are you? Were you able to recover from Paris?
OT: To be honest, I’m feeling good and bad at the same time. Paris was an amazing trip, but it was also very stressful for my mind. My batteries are empty, and I just need a few days to recover now. It wasn’t just the pop-up itself, but also all the preparation. The last four weeks have been an intense phase. But I’m super happy we had this opportunity in Paris. I learned a lot during this trip, and I really appreciate everyone from our team who was part of it. For me, it felt like a family trip.
M: What does OUTTA TIME mean to you?
OT: It’s hard to describe what OUTTA TIME means to me, but somehow it’s a reflection of myself. For me, this whole brand is a journey of finding out who I am while helping others discover who they are too. When everything started, I was a completely different person. All the experiences I’ve had over the past few years and all the people I’ve met have shaped my character and personality.
I don’t know what’s happening next year, but that’s the beautiful thing. The brand is my way of processing everything, and I just follow my instincts. It’s about living out of time—or better said, living in the moment. Let’s forget everything happening around us and just enjoy being fully ourselves.
I never see OUTTA TIME as a clothing brand; it’s a life lesson. I never had anything to do with fashion until I started the brand, and it helped me discover the world of fashion with a blank slate. It’s my canvas for telling stories—not just good ones, but also the bad and painful ones. A lot of people forget nowadays that not everything is perfect, and that’s okay. It’s human. Success and failure are part of life, and we need to experience and communicate both. The brand is my way of expressing these feelings. It’s my key to shaping a better world.
M: When did you realize that you wanted to design clothes?
OT: That’s actually a good question. It was a process for me. I was never like, "I want to be a designer." I started printing t-shirts back in 2019 and became fascinated by the craft of creating garments. At some point, printing didn’t fulfill me anymore, and I felt like I needed to get to the next level. In this case, it was sewing the clothes.
So in the summer of 2020, I started creating my own cuts and products from scratch. From that moment on, I was fully immersed in the craft of making clothes. I really had no idea what I was doing or if I was doing things right, but I didn’t care at all. It was just my way. To this day, I keep this spirit alive, and that’s the beauty of my designs.
M: What does your daily business look like?
OT: It’s hard to say because, at the moment, my life is honestly a big chaos. The first years of running a clothing brand are super tough. There isn’t a big team to handle all the different aspects of the business.
Basically, every day is different for me. One day might be about designing or working in the atelier, while the next day is spent sitting at my Mac working on the website. I love it, but it’s also super hard because there are so many things to manage at the same time. Structure is the key to handling this, but keeping that structure consistently is definitely not easy.
M: When you had the pop-up store in Paris during PFW, did you notice a big difference between the online and offline business?
OT: For me, it’s super hard to compare the online and offline business. I have to say I’m not really an online person. I love the old-school way of meeting people and feeling clothing in my hands. Offline events like the pop-up aren’t about making big money—they’re about bringing people together and spreading our vibe and culture.
That’s what drives my work. Of course, you need to make money to run a business, but the most beautiful thing is seeing good people around you, having fun, and enjoying the moment. You need to feel the OT products to truly understand them. Having conversations with people and explaining the ideas behind the garments brings me so much joy.
That’s how you build a community: by bringing people close to you and making them feel like they’re part of it. The pop-up wasn’t just an OUTTA TIME event; we did this with our family. Everyone had a great time, and isn’t that something to be grateful for? For me, the outcome was a big success.
M: The products you make are top tier. The fabrics and cuts are very high quality. How long does it take you to create a collection, and where do you get your inspiration from?
OT: That’s definitely not an easy question to answer. I can’t even explain my design process. A lot of my garments are made in the moment. To be honest, I don’t know much about fashion at all. I never look at fashion shows or study other designers. My inspiration can come from anything, but most of the time, it’s a feeling.
My life is an emotional rollercoaster, and my moods resonate with different shapes, textures, or the drape of a garment. Nothing I do is astonishingly new or innovative; it’s about putting the right things together. It’s effortless and elegant.
Sometimes I can design a full collection in a day; other times, it takes a couple of weeks. It’s all about the moment. I don’t stress about it because rushing the process doesn’t make sense. Nowadays, so many brands create just to create. There’s so much meaningless fashion, and people forget to appreciate good design.
We also live in a time where we should care about the environment, not just about making cash.
M: What is the difference between Parisian consumers and German consumers?
OT: I really like Parisian consumers. It was an international crowd due to PFW. People in Paris pay a lot of attention to the craftsmanship of products. My style of clothing isn’t always easy to understand because it’s not bold—it’s low-key and defined by the cuts and fabrics. It’s more mature and niche.
Hearing the feedback and seeing people wear the products made me really happy. Paris felt like a good place for the brand.
In Germany, it’s sometimes trickier. The style here doesn’t always align with the direction of OUTTA TIME. I mean, we do have many fans in Germany who appreciate the brand, but it felt more appreciated in Paris.
M: Brands are a dime a dozen. How do you differentiate yourselves from other brands?
OT: What makes OUTTA TIME stand out is that we’re always true to ourselves. I really don’t care about what other brands do. Whether it’s the product, marketing, or visual language, we just follow our own ideas. That’s what living out of time means.
I once did a capsule collection where I shot products with a shotgun because that’s literally how I was feeling at the time. I’m not afraid to communicate my feelings and show people it’s okay to have emotions.
This honesty gives our clothing character and represents the lifestyle we embody. If you look at OUTTA TIME, you have to see the whole cosmos around the brand. We’re not just making clothes; we’re telling stories.
There aren’t many brands out there as honest as we are. That’s why we’re respected. It’s our character that sets us apart.
M: If you were to change the fashion world—or the world in general—how would you do it?
OT: It’s funny—I hate the fashion world, but at the same time, I love fashion. The fashion world is a prime example of what’s wrong with our society.
The whole mission of this brand is to change the world. That’s what drives me every day. OUTTA TIME is about creating a place where people can forget everything for a moment.
We show people how to accept themselves and feel comfortable being who they are. We all have flaws, but that’s what makes us human. Sometimes we just need to be reminded of that.
M: What tip would you give to upcoming creatives who want to do their thing?
OT: The toughest part for creatives is finding their own style. It’s hard to make your work stand out and be recognized for your unique touch.
It’s important to ignore external pressures and listen to your inner voice instead of following trends. The beauty of art comes from the person creating it. Finding your style takes time, but it’s a journey worth enjoying because it helps you discover who you are.
Also, surround yourself with good people—your "family." They’ll support you during tough times and unlock new energy in you.
#outtatime
During Paris Fashion Week SS24, OUTTA TIME stood out with bold designs and raw authenticity. Founder Marcus Thüning described the experience as bittersweet:
"Paris was incredible but mentally draining. The preparation was intense, but it felt like a family trip. I’m grateful for everyone involved."
OUTTA TIME is more than a clothing brand; it’s a personal journey.
"It’s about finding myself and helping others do the same. It’s not about perfection—it’s about embracing success and failure."
Starting in 2019 with t-shirt printing, Thüning quickly transitioned into custom designs.
"In 2020, I began sewing from scratch. I didn’t know what I was doing, but that spirit still drives my work."
Running OUTTA TIME is chaotic.
"Every day is different—designing, managing logistics, or maintaining the website. Structure is tough to maintain."
Paris proved a perfect match for the brand.
"Paris consumers value the details—cuts and fabrics. In Germany, it’s trickier, but we still have support."
What sets OUTTA TIME apart is its honesty.
"We don’t follow trends. Our collections reflect emotions. I even shot garments with a shotgun because it felt right."
For aspiring creatives, Thüning’s advice is simple:
"Find your voice and surround yourself with people who lift you up."
OUTTA TIME isn’t just fashion—it’s a movement for self-expression and community. For Thüning, Paris is only the beginning.
An Interview with Marcus Thüning:
M: Marcus, how are you? Were you able to recover from Paris?
OT: To be honest, I’m feeling good and bad at the same time. Paris was an amazing trip, but it was also very stressful for my mind. My batteries are empty, and I just need a few days to recover now. It wasn’t just the pop-up itself, but also all the preparation. The last four weeks have been an intense phase. But I’m super happy we had this opportunity in Paris. I learned a lot during this trip, and I really appreciate everyone from our team who was part of it. For me, it felt like a family trip.
M: What does OUTTA TIME mean to you?
OT: It’s hard to describe what OUTTA TIME means to me, but somehow it’s a reflection of myself. For me, this whole brand is a journey of finding out who I am while helping others discover who they are too. When everything started, I was a completely different person. All the experiences I’ve had over the past few years and all the people I’ve met have shaped my character and personality.
I don’t know what’s happening next year, but that’s the beautiful thing. The brand is my way of processing everything, and I just follow my instincts. It’s about living out of time—or better said, living in the moment. Let’s forget everything happening around us and just enjoy being fully ourselves.
I never see OUTTA TIME as a clothing brand; it’s a life lesson. I never had anything to do with fashion until I started the brand, and it helped me discover the world of fashion with a blank slate. It’s my canvas for telling stories—not just good ones, but also the bad and painful ones. A lot of people forget nowadays that not everything is perfect, and that’s okay. It’s human. Success and failure are part of life, and we need to experience and communicate both. The brand is my way of expressing these feelings. It’s my key to shaping a better world.
M: When did you realize that you wanted to design clothes?
OT: That’s actually a good question. It was a process for me. I was never like, "I want to be a designer." I started printing t-shirts back in 2019 and became fascinated by the craft of creating garments. At some point, printing didn’t fulfill me anymore, and I felt like I needed to get to the next level. In this case, it was sewing the clothes.
So in the summer of 2020, I started creating my own cuts and products from scratch. From that moment on, I was fully immersed in the craft of making clothes. I really had no idea what I was doing or if I was doing things right, but I didn’t care at all. It was just my way. To this day, I keep this spirit alive, and that’s the beauty of my designs.
M: What does your daily business look like?
OT: It’s hard to say because, at the moment, my life is honestly a big chaos. The first years of running a clothing brand are super tough. There isn’t a big team to handle all the different aspects of the business.
Basically, every day is different for me. One day might be about designing or working in the atelier, while the next day is spent sitting at my Mac working on the website. I love it, but it’s also super hard because there are so many things to manage at the same time. Structure is the key to handling this, but keeping that structure consistently is definitely not easy.
M: When you had the pop-up store in Paris during PFW, did you notice a big difference between the online and offline business?
OT: For me, it’s super hard to compare the online and offline business. I have to say I’m not really an online person. I love the old-school way of meeting people and feeling clothing in my hands. Offline events like the pop-up aren’t about making big money—they’re about bringing people together and spreading our vibe and culture.
That’s what drives my work. Of course, you need to make money to run a business, but the most beautiful thing is seeing good people around you, having fun, and enjoying the moment. You need to feel the OT products to truly understand them. Having conversations with people and explaining the ideas behind the garments brings me so much joy.
That’s how you build a community: by bringing people close to you and making them feel like they’re part of it. The pop-up wasn’t just an OUTTA TIME event; we did this with our family. Everyone had a great time, and isn’t that something to be grateful for? For me, the outcome was a big success.
M: The products you make are top tier. The fabrics and cuts are very high quality. How long does it take you to create a collection, and where do you get your inspiration from?
OT: That’s definitely not an easy question to answer. I can’t even explain my design process. A lot of my garments are made in the moment. To be honest, I don’t know much about fashion at all. I never look at fashion shows or study other designers. My inspiration can come from anything, but most of the time, it’s a feeling.
My life is an emotional rollercoaster, and my moods resonate with different shapes, textures, or the drape of a garment. Nothing I do is astonishingly new or innovative; it’s about putting the right things together. It’s effortless and elegant.
Sometimes I can design a full collection in a day; other times, it takes a couple of weeks. It’s all about the moment. I don’t stress about it because rushing the process doesn’t make sense. Nowadays, so many brands create just to create. There’s so much meaningless fashion, and people forget to appreciate good design.
We also live in a time where we should care about the environment, not just about making cash.
M: What is the difference between Parisian consumers and German consumers?
OT: I really like Parisian consumers. It was an international crowd due to PFW. People in Paris pay a lot of attention to the craftsmanship of products. My style of clothing isn’t always easy to understand because it’s not bold—it’s low-key and defined by the cuts and fabrics. It’s more mature and niche.
Hearing the feedback and seeing people wear the products made me really happy. Paris felt like a good place for the brand.
In Germany, it’s sometimes trickier. The style here doesn’t always align with the direction of OUTTA TIME. I mean, we do have many fans in Germany who appreciate the brand, but it felt more appreciated in Paris.
M: Brands are a dime a dozen. How do you differentiate yourselves from other brands?
OT: What makes OUTTA TIME stand out is that we’re always true to ourselves. I really don’t care about what other brands do. Whether it’s the product, marketing, or visual language, we just follow our own ideas. That’s what living out of time means.
I once did a capsule collection where I shot products with a shotgun because that’s literally how I was feeling at the time. I’m not afraid to communicate my feelings and show people it’s okay to have emotions.
This honesty gives our clothing character and represents the lifestyle we embody. If you look at OUTTA TIME, you have to see the whole cosmos around the brand. We’re not just making clothes; we’re telling stories.
There aren’t many brands out there as honest as we are. That’s why we’re respected. It’s our character that sets us apart.
M: If you were to change the fashion world—or the world in general—how would you do it?
OT: It’s funny—I hate the fashion world, but at the same time, I love fashion. The fashion world is a prime example of what’s wrong with our society.
The whole mission of this brand is to change the world. That’s what drives me every day. OUTTA TIME is about creating a place where people can forget everything for a moment.
We show people how to accept themselves and feel comfortable being who they are. We all have flaws, but that’s what makes us human. Sometimes we just need to be reminded of that.
M: What tip would you give to upcoming creatives who want to do their thing?
OT: The toughest part for creatives is finding their own style. It’s hard to make your work stand out and be recognized for your unique touch.
It’s important to ignore external pressures and listen to your inner voice instead of following trends. The beauty of art comes from the person creating it. Finding your style takes time, but it’s a journey worth enjoying because it helps you discover who you are.
Also, surround yourself with good people—your "family." They’ll support you during tough times and unlock new energy in you.
#outtatime
02:53 - 06.01.2025