Fashion is more than just a pretty package – Janina Lin Otto doesn't need that explained to her anymore. The entrepreneur, who founded the Holistic Foundation in 2018 together with her husband Benjamin Otto, is well aware of the power of beautiful clothes – as well as the responsibility that comes with fashion consumption, whether on an ecological or social level.

In an interview with the Fashion Council Germany, whose advisory board Janina Lin Otto has been a member of since November 2025, she emphasizes how important appreciation and credibility are – and explains why it is worthwhile to look over your own grandmother's shoulder.

Janina, you've been a member of the Fashion Council Germany's Advisory Board since November. What motivated you to accept this role?

For me, fashion is more than just clothing – it's a crucial lever for shaping the future ecologically, economically, and culturally. I share this view with the Council, with whom I've already had a long-standing and trusting relationship; for example, because I've served on various competition juries in recent years. As an entrepreneur, it's exciting and an honor for me to be able to contribute to shaping the fashion industry in our country.

Did the fact that the Council focuses on sustainability issues also play a role in your decision? After all, many other projects you support or implement are also about creating a better future for as many people as possible.

The focus on sustainability was actually a key requirement for me to accept this role. Values-based action and a certain respect for fellow human beings and the environment generally play a major role for me and my work.

It's quite fitting that you already wrote your diploma thesis "on the appreciation of food in Germany," as I read in your CV. I've often heard from sustainability experts in recent years that in Germany, this appreciation for food, and also the willingness to pay more for ecologically sound products, is much greater than in the fashion sector. Do you share this assessment?

There's definitely room for improvement – in both areas. While a shift in thinking is already underway, it hasn't yet permeated society at large. In my thesis, I highlighted that Germany is the birthplace of discount stores, and the population is correspondingly price-focused: if there's a discount sign somewhere, many people in our country jump at it. That's why I think it's important to clarify that a higher price often results from genuinely higher quality. There's often a lack of awareness that, for example, organic food is more expensive because fewer pesticides are used, or sustainable clothing because it's locally produced – that specific measures have been taken to give these products a special value. I see great potential in communicating this.

I get the feeling that in Germany, a low price is often emphasized as a kind of seal of approval. You know how it is when you compliment someone on a new sweater: "Thanks, that was really cheap," is a common response.

That's true. Many people in our country seem to think they always get the same quality for a lower price . The truth is, with a supposed bargain, we often don't just gain something, but also sacrifice certain qualities. That's one of the reasons we founded the Holistic Foundation: We humans often think and act in silos, which leads us to make isolated decisions. We want to inspire people to consider things holistically. Our world isn't isolated; everything is intricately interconnected. Even a purchase decision has more components than just price. It's very important to us that we all question things and ultimately make informed decisions.

And as you say, this can be solved primarily through communication?

Among other things. It's important to talk more about where things come from, what's in them, and the stories behind the products. And we should remind people that there used to be a different way of dealing with clothing. When I think of my grandmother, how she not only sewed her own clothes but also constantly repaired and altered them over the years to fit her changing body shape, I wish that this appreciation for things would grow again. And that people would once again appreciate the work that goes into them. I see particular potential in fashion to highlight this more.

Potential is a good keyword: Unlocking potential, finding one's calling, and improving one's work life play a key role in some of your projects. What does a fulfilling professional life mean to you personally – and has your understanding of it changed in recent years?

For me personally, this means being able to work and act in accordance with my own values and strengths. And yes – this understanding has indeed changed for me. I, too, went through the traditional school system and grew up with certain norms. But at some point, I realized that I often work better while moving around: taking phone calls while walking or even exercising, writing emails here and there. It's a great gift that I can do things I'm truly passionate about – and that I can do them exactly the way that suits me best.

Most recently, the Holistic Foundation, which you founded in 2018 together with your husband Benjamin Otto, gave rise to the project LIFE HAMBURG – “a home for all people who want to grow together and actively participate in shaping our future,” as it says on the website.

That's right. We want to create a place where as many people as possible can come together for constructive collaboration and work on the challenges of our time. These challenges are not only highly complex but also interconnected – to truly address them, a holistic perspective is needed. So we invite people of all ages and backgrounds to get to know each other's perspectives, to be inspired, and at the same time, to dare to be their authentic selves. At LIFE HAMBURG, there are projects that explore art and culture, nutrition, the environment, health, work – all the areas that contribute to a good life. We are committed to intergenerational collaboration and lifelong learning because we are convinced that education doesn't end after school.

What does this mean in the context of the fashion industry? What can younger generations learn from older generations in this field – and conversely, what can older generations learn from younger generations?

I think fashion is truly predestined for intergenerational exchange. Older generations possess knowledge and craftsmanship that younger people today are no longer taught – and in return, younger generations can share innovations in the fashion industry with their elders. That's precisely what we want to facilitate at LIFE HAMBURG: it can be about traditional lacemaking just as much as modern 3D printing; it's about an exchange of knowledge. When I think back to my grandmother, there was a certain kind of pragmatism that we could certainly learn from her generation.

What do you mean?

As mentioned, my grandmother did a lot of DIY and repairs herself, keeping things going for a long time. Of course, she didn't do this just for fun, but because her time was characterized not by abundance, but by hardship. In contrast, young people today have to grapple with entirely different questions – for example, how AI can be used as a useful addition. These are two different areas of expertise – pragmatic, manual skills on the one hand and technical knowledge on the other – both of which are important if we want to strengthen Germany's position as a fashion hub in the long term.

Are young people receptive to this kind of knowledge, i.e., to traditional craft techniques?

I think so. Just a few days ago, I visited one of our sponsored projects where students put on a fashion show as the culmination of a holiday program. It was a program for children from socio-economically disadvantaged areas of Hamburg, meaning they might not all go on holiday or whose parents can't afford to provide them with leisure activities. During the week-long project, the students sewed, created, crafted, and ultimately put on a show together.

Colleagues from the education team of the Fashion Council Germany also regularly visit schools to talk about sustainability, but also about career prospects in the fashion industry.

I think that's fantastic! I wish that fashion and the fashion cycle were brought much more into schools! Because this holiday project I just mentioned is ultimately much more than just a fun activity: The children learned how much work goes into every garment and how much appreciation it deserves. I think it's really important that this is conveyed to them in different ways.

What advice have you received that you would now like to pass on to younger generations?

When I was 13, my riding instructor once told me: "Janina, you'll never find that one person who explains everything you need to know about life – the trick is to listen to as many people as possible and then pick out what's truly important to you." I've never forgotten this advice and have strongly incorporated it into my life. I'm convinced that you can learn something from talking to everyone – even if you have different opinions.