Issue 5 out now – Get your copy!
A collection of active underwear made from premium recycled nylon and recycled plastic turned into a new collection of waterproof bags
Plus more on the acclaimed shirt brand bringing new life to the ”Don’t touch my friend” symbol and Eytys teaming up with H&M for a coming special drop.
A collection of active underwear made from premium recycled nylon
Copenhagen-based clothing brand Organic Basics make base layer clothing like underwear, socks, t-shirts and more recently, activewear, working with more sustainable materials and ethical factories
– We’ve used organic cotton and recycled materials for all our collections so far and everything is manufactured in Europe, Co-CEO Christoffer Immanuel explains.
You seem to have great growth?
– Yes, we’ve seen tremendous growth in 2018. We are doubling our yearly revenue and we’ve gone from 5 to 17 employees, but don’t have public sales and turnover numbers.
You’ve just launched your SilverTech Active line. What’s so unique about it? And how’s the reception been?
– It is a collection of active underwear made from premium recycled nylon produced in Portugal and treated with a bluesign-certified recycled silver salt called Polygiene. Polygiene keeps the fabric fresher for longer so that you don’t have to wash it as frequently — saving water and energy at the consumer phase, Immanuel says, continuing,
– SilverTech (Everyday and Active) started out because we wanted to make more sustainable basic essentials. Over 2/3rds of the environmental impact of a piece of clothing is created in the consumer phase through washing and drying, so we wanted to create clothing that didn’t need to be washed as much. The reception has always been good – most people hate laundry day as it’s time-consuming, not to mention resource-consuming. So, many people agree that SilverTech works, and it’s great that people are understanding that washing their clothes so often is detrimental to the environment.
Recently, you joined a bunch of other Nordic fashion and lifestyle brands fighting the Black Friday phenomena with a special activity?
– Yes, we decided not to exclude ourselves from the day, but rather encourage people to make a more sustainable choice. Over the Black Friday weekend, we partnered with a Danish NGO called The Green Kayak – an environmental initiative that is cleaning up waterways with kayaks and volunteers. We really wanted to help them expand their network of kayaks around Denmark, Europe and the rest of the world, so during the weekend, a portion of the sale went directly to them to help them expand. We’re looking forward to seeing more Green Kayaks out on the water cleaning up trash soon.
What will we see next from you?
– We have a lot of new innovative sustainable products in the pipeline for 2019. We’re building out the selection with Organic Basics but still sticking to the underwear and base layer category.
Recycled plastic turned into a new collection of waterproof bags
With a heritage of 127 years in weather protection, Tretorn continue to progress Scandinavian design and functionality. This is shown in the form of a new collection of waterproof bags in Tretorn’s classic minimalistic style, one more step enabling them to further strengthen their brand with the younger urban target group.
The first collection consists of two models in the Wings family as well as the introduction of the new Malmoe bag series. All the bags use a waterproof PU fabric, have bound seams and recycled polyester lining from REPREVE®.
Wings Day Pack and Wings Flex Pack are two sleek urban backpacks created with many features and pockets adapted for the modern nomad from a padded laptop sleeve to quick access pockets for keys or wallet. Malmoe Roll Top and Malmoe Duffel Bag are two bags with striped down design with many hidden features adapted for the weekend traveller or for long commutes.
– Tretorn bags are adapted for a modern life on the move. Whether it’s commuting to work, a weekend trip to the countryside or flying for a city break, there are several features the consumer will discover are well-suited for a modern non-sedentary life, says Simon Fjellner, Lead Designer at Tretorn Bags.
Acclaimed shirt brand brings new life to the ”Don’t touch my friend” symbol
Originated in France 1985, the ”Touche pas à mon pote” symbol was later brought to Sweden the same year as ”Rör inte min kompis”. This fall, progressive shirt brand Schnayderman’s have re-worked the symbol into an English version but has stayed true to its original shape as a hand.
The result is a limited edition capsule collection, which consists of overshirts, shirts and tote bags made from upcycled stock fabrics that all carry a version of the symbol. The symbol is re-worked in a new colourway; bright signal orange with a white and a black outline. The hand has been interpreted into a large chenille badge, a small placed embroidery patch and a screen print. There will also be a limited edition silver brooch available exclusively at the Stockholm store.
– Schnayderman’s is very passionate about the ”Don’t touch my friend” symbol as it stands firmly against all kinds of intolerance and unifies us to embrace individuality and diversity, says Co-founder Joel Urwitz.
During the course of the campaign, Schnayderman’s will promote, support and collaborate with personalities and invite them to share their stories to inspire others in their personal journey.
– There is no better time than now to shed light on people with unique stories to tell, who deserve to be celebrated but are often faced with ignorance and prejudice. As someone who grew up during the 80’s I feel really connected to this symbol and hope It can have as great of an impact today as it did back then, says Creative Director Hampus Bernhoff.
€10 of every sold item of this drop will be donated to My Dream Now, an organisation working against segregation, youth unemployment and with a vision that all young people should feel their value in society and find their own ways to work and dreams. The first drop was launched yesterday, but the project will be ongoing with several smaller drops throughout 2019.
Eytys x H&M
Featuring genderless shoes, clothing, and accessories for adults and a selection for kids, H&M team up with fellow Swedish fashion brand Eytys, based in Stockholm, for a collaboration. Together the brands have extracted the core of Eytys’ DNA and developed a unisex collection featuring a fashion-forward range, including sneakers, shoes, and boots in leather, suede and cotton canvas along with jackets, tops, trousers and jeans in materials such as cotton twill, faux patent leather, nylon and raw denim. Designed together by the H&M in-house team and Eytys, all the shoes have the distinctive Eytys sole, while the clothes have boxy silhouettes and don’t distinguish between garments for women or men.
Snakeskin print, shiny faux patent leather, and supple suede are mixed with stiff cottons and humorous graphics. The colour palette consists of bottle green, school bus yellow, beige khaki, dark indigo, black and white. Everything can be effortlessly mixed and matched to suit any mood and allows the customer to really showcase their confidence – in themselves and their style.
– With this collaboration, we hope to introduce the H&M customer to our design philosophy of robust and fuss-free design where function triumphs embellishment and styles spans genders. The collection is all about proportions – creating a distinct unisex silhouette by playing around with loose silhouettes and chunky architectural footwear. It’s the Eytys idea of a ”generic” look, one that is meant to elevate integrity, attitude, and confidence, says Max Schiller, Creative Director at Eytys.
The collection will be available in selected stores worldwide as well as online from 24 January 2019.
eytys.com & hm.comH&MEytysOrganic basicsTretornSchnayderman's