Friday, August 12, 2016

Here Are 4 Scandinavian Brands Every Guy Should Be Aware Of

Via Business Insider:

Streamlined and subtly detailed, Swedish and Danish menswear labels are making the building blocks of the modern menswear wardrobe, according to an article in Wall Street Journal.

At e-commerce site East Dane, you can now find bomber jackets by CMMN SWDN and nylon carryalls from Copenhagen-based Mismo.

“Everyone wants great basics that can be building blocks for their wardrobe, and designers out of Scandinavia have filled that void”, said Wayne Gross, East Dane’s fashion director to Wall Street Journal. “There’s a simplicity and a functionality that permeates a lot of what you’re seeing out of Scandinavia now”.

Mr. Gross is zeroing in on this clothing’s defining traits. While the term “Scandinavian design” brings to mind iconic images of Hans Wegner’s Shell Chair or Arne Jacobsen’s floor lamp, “Scandinavian fashion” hasn’t necessarily triggered a cohesive mental picture to date. The phrase might make you think of Marimekko’s in-your-face florals or even H&M’s trendy, thrifty clothes.But this new breed of labels, which is taking its cues from the clean lines of Scandinavian furniture, is bringing that picture into focus.

Here are four Nordic brands every man should be aware of—and their closest equivalents among better-known labels:


Great for fans of: Vans, waffle-soled shoe of the masses.

Roots: For years, Eytys creative director Max Schiller scoured eBayin search of vintage WWII deck shoes and ’70s sneakers which feature thicker soles. Finally in 2013, tired of the hunt, Mr. Schiller and his partner Jonathan Hirschfeld decided to make a sneaker all their own, and Eytys was born.


Great for fans of: The unpretentious carryalls from Want Les Essentiels.

Roots: Copenhagen-based husband-and-wife Adam Alexander Bach and Rikke Overgaard, who launched Mismo in 2006, are informed by their respective upbringings. Mr. Bach’s father was an engineer, while Ms. Overgaard’s was an architect. The result: pragmatic designs with a dose of panache.


Great for fans of: Posh but playful labels like Marni.

Roots: After stints working in Paris for Kanye West, designers Saif Bakir and Emma Hedlund returned to Malmö to start CMMN SWDN in 2012. The duo is now based in London.


Great for fans of : J.Crew and Club Monaco’s clean-cut wares.

Roots: Swedish-born, Danish based designer Victor Lindh started NN07 (which stands for No Nationality), in 2007, as a colorful, comfort-minded riposte to the preponderance of “slim, over-designed black [clothes]” in the market.

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