The Wasted Hour was founded in 2018 in Hamburg, Germany.
The goal was to create something new: A shop & magazine, a digital concept store.
“I realised there are so many outstanding brands that follow their own rules or have their own interpretation of sustainability. So I always wanted to know: What’s the background story? What’s their vision? What inspires them? And of course: Where can you buy it?”, says founder Martin Hufnagel.
Ranging from upcoming designers, brands that effortlessly combine sustainability and style to streetwear brands that are deeply rooted in subculture; from fashion and homewares to music and books, The Wasted Hour offers a unique shopping experience.