According to the jury, Johannes Adele won the 2018 edition for ”its thought-out and breaking-breaking concept that puts the individual in focus”. Their statement reads:
”This year’s Show Up Fashion Award goes to a thoughtful concept with a breakthrough perspective. With the individual in focus, this brand creates garments where the wearer himself creates his own expression.”
What does the profit mean and how did the competition feel?
– The other finalist had all a very strong brand concept and esthetic, it was an interesting selection made by the jury, where all brands were so different. Winning the competition is a confirmation by the elite of Swedish fashion that our vision and brand is on the right track, and this feels great! Leijonberg and Gillardeau says.
How important is such a price for Swedish fashion?
– It makes a real difference to give a young brand this boost in the beginning, SUFA is a tailor-made prize for building and improving brands. Of course price money is great but the business side of the price is even more important.
How do you experience the Swedish fashion scene?
– Like a new blossoming wave of the next young generation brands, we have seen the new technology when it comes to making pieces as well as reaching out throw the noisy mist in a collective way from the other finalists as well as from young brands like Naim Josefi. We have all been schooled to think sustainable, love being part of it and can hardly wait what the future has to offer.
What does your future look like?
– We’re working on the AW19 collection, and will spend some time in Porto, Portugal for sampling and the previous collections production. We will also invest in international trade fairs to reach the most important in the industry: customers and end customers.