Posted on January 18, 2010 – 08:54 in Features | Steven
Denim Demon
How do you improve on your designs? What’s the process behind that? Is it more trial by error or what?
It is mainly my brother Anton that takes care of the design, and it is amazing to see how he develops and becomes more and more confident in his role. I know it is a used and worn saying, but this AW10 collection is by far the best we have ever shown. A lot of our styles are inspired by actual pieces of clothing, but you will always find a little bit of the Sami culture or design in that as well. So at first it may look like something you’ve seen before, but when you take a closer look you can see a lot of differences.
Let’s talk co-ops.- do you think they are necessary, and if so why, or if not, why not?
If they make sense, it’s definitely necessary. But making another black shoe with someone famous or/and cool name on it does not. What’s the point?
I would really love to do a collaboration with another brand that can help us develop our knowledge. A dream I have is to make a wearable, functional, classic and more contemporary collection together with a famous outdoor brand, such as Fjällräven or Peak Performance. Two Swedish brands, in different fashion segments, creating something nice together. That would make sense, wouldn’t it?
Indeed it would. Thanks Oskar.
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