Q&A with Jessica Frühbrodt

Introduction

Text by Lilly Becker

Photo by Heide Barroll Brown

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Why do you believe sustainability in fashion is not just a trend but a responsibility, and  how do you ensure your brand lives up to that belief in every collection?

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Apache Star: Sustainability isn’t a trend for us—it’s a responsibility. At APACHE STAR, we  challenge the status quo of the fashion industry, one of the most environmentally damaging  sectors. We don’t greenwash or follow trends. Instead, we prioritize ethical partnerships, fair  production, and high-quality products. Sustainability is our business model, not just a feature.  Every piece we create is a statement of integrity and conviction. We’re not here for convenience  or to follow the crowd—we’re here to make a difference.

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What does it mean to you, as a couple, to build something together that reflects your values  and love for the planet, and how do you stay united when challenges arise?

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Apache Star: Our life is an adventure, and APACHE STAR is its heart. People often wonder  how a couple like us—Roger, the outgoing badass, and me, the introverted visionary—can make  it work. But our differences are our strength. We share unwavering values, and every challenge  deepens our bond. Our unconventional lifestyle and age difference invite both admiration and  confusion, but we don’t seek approval. APACHE STAR represents our shared heritage and the  story of an iconic powerboat. We tackle challenges together, valuing open communication. I  lead the business in the background, while Roger is the brand's storyteller in the public eye.  This balance of roles is our recipe for success, grounded in love and respect.

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How do your travels around the world not only inspire your designs but also deepen your  understanding of the cultures and communities your brand touches?

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Apache Star: For us, traveling is more than escape; it’s a path of learning and growth. Living  in a tour bus may seem odd, but it symbolizes our freedom—the heartbeat of APACHE STAR.  We dive deep into cultures and face real issues, witnessing pollution and exploitation firsthand.  This fuels our commitment to sustainability, CO2 removal, and donating clothing to those in  need. Every design we create is born from our journey. We’re not detached fashion experts;  we’re passionate travelers, and our open hearts shape every product we develop.

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What sacrifices or bold decisions have you made to stay true to your mission of  sustainability, and what would you tell others who fear taking those leaps for their values?

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Apache Star: Choosing sustainability isn’t easy. We could have taken the easy route—cheap  materials and mass production for quick profits—but that’s not who we are. We’re committed  to a sustainable model, even if it costs us more time and money. APACHE STAR isn’t for  everyone, and that’s okay. Every challenge we face strengthens our resolve. When we decided  to use recycled ocean plastic, we didn't know if it would work, but we jumped in anyway, despite  the doubts. I’ve always wanted my own independence, not just to live off my partner’s success.  Founding APACHE STAR was my boldest move, and I embraced the risks of entrepreneurship.  To anyone considering a leap: don’t fear resilience. If you know your purpose, you’ll find the  courage to choose the harder, but right, path.

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Why is it important to you to leave a legacy through your brand, and what do you hope  future generations will learn from the example you’re setting today?

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Apache Star: We’re not interested in a “nice” reputation; we want APACHE STAR to make a  real statement. Our mission is to leave a legacy that goes beyond fashion, driving cultural  change. APACHE STAR embodies a value system where luxury and sustainability coexist. We  want to inspire future generations to stand against the mainstream. Resistance is a sign you’re  on the right path. Our brand redefines the rules and empowers others to uphold their principles.  The journey may be tough, but it’s the only path that truly matters.

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