Sphynx, Founder
Lucie Germser
Sphynx, Founder


Lucie Germser is finding synergies in two of her passions: design and equality.

Deep Dive

Self-described “Swiss army knife,” Lucie Germser has a trove of talents that she sprinkles around the denim industry.

The designer’s creativity has touched Lee Cooper Brands, Bluezone, Advance Denim, Artistic Milliners, H&M, Chanel, Zadig & Voltaire and many more through gigs like fabric sourcing, photo shoots, logo and trade show booth design.

Just three weeks prior to the pandemic-prompted lockdown in France, Germser formalized her consultancy business by launching Sphynx, a “cooperative of creative minds” that specializes in product development, branding, communications and scenography.

Germser is also at the helm of The Women in Denim, a network for all women in the denim industry. Through a dedicated Instagram account, LinkedIn group and roundtable discussions held on both sides of the Atlantic, Germser aims to create a global platform for women that promotes community and equality in the industry—from garment works to executives.

What will the denim industry be like in the next 18 months?

Let’s not deceive ourselves or expect magical results. If we want to have a fulfilling life, we have to stop now with massive consumption. It’s a terrible error. We also have to stop [pushing] trends. Making people believe that their six months old wardrobe is already out of fashion is an aberration. We will need to focus more on basic and timeless design made locally.

What changes would you like to see in the denim industry as a result of Covid-19?

There are three important things that should change. We need to choose the best shipping solutions to avoid pollution. We need to bring back a part of our ‘savoir-faire’ locally to prevent the spread of disease, and we need tenderness and less competitiveness in our behavior. Helping each other will definitely help us to work in a better way than if we’re against one another.

How do you define sustainability in a post-pandemic world?

[A type of education that] spreads respect and tenderness.

Describe your dream jeans.

A second skin that you can wear in all situations: gardening, partying, working, socializing, sleeping, dancing, camping…

What is your most worn pair of jeans, and why?

I’m wearing the same type of jeans every day. I bought three pairs. The jeans are made by Mango. Skinny, black, stretchy but sturdy, and a bit stonewashed. The jeans match with everything. I prefer to focus on T-shirts, which I think is much more fun.

Name one word that best describes denim.


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