Launched in 2009, Berlin-based 24COLOURS is a women’s wear brand that is inspired by Berlin and its Street-Style, with an emphasis on affordable and individual fashion. Founder and current CEO is Janina Hermes. Her individuality and the desire to create something of her own have laid the foundation to start 24COLOURS. Originally planned and launched as an online-business, the brand has quickly expanded to physical retail stores due to its high demand. After all, the young, urban and diverse visitors initially believed in the brand, which lead to the first store opening at Oderberger Strase. In Germany 24COLOURS is currently operating their own 23 stores.