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…and this luxury male essentials brand celebrates ”conscious masculinity” with their first physical store

CDLP adds their first concept pop-up store to an impressive retailer list, including several of the world’s leading department stores, and a brand new subscription service for underwear.

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Christian Larson and Andreas Palm founded luxury masculine essentials brand CDLP in 2016, with a mission to perfect the male base layer. Combining Swedish design with Portuguese craftsmanship, the core underwear collection is hand-made using Lyocell, an organic biodegradable fiber derived from wood pulp.

— In 2018, we added a line of Bamboo Socks and Swimwear to the line, says Palm. The visual narrative, captured through the lens of [creative director] Christian, celebrates a ”conscious masculinity”, one that revels in a sophisticated aesthetic and effortless style.

The signature yellow boxes have seen CDLP pop up in stores such as Barneys New York, Bergdorf Goodman, Browns, Lane Crawford, Mr Porter, Selfridges, and Totokaelo. On May 16, the brand opens their first concept pop-up store, located in central Stockholm.

— We feel that omnichannel its the way to go as we want to meet our customer where they are, and our strong response in wholesale has shown that underwear performs very well in retail, says Palm. We’ve been eying this space for a long time and when an opportunity opened we did not hesitate. It will be designed by Andreas Bozarth Fornell of Specific Generic and will give us the exciting possibility of building a full customer experience around CDLP for the first time.

What will we see in the store?

— It will carry our full underwear and socks collection, as well as our first full swimwear collection releasing in mid-May, which is a collaboration with the iconic Grand Hotel Tremezzo by Lake Como.

Which coming lauches will we see from you?

— We have several coming up after the swim collection, among them will be a lyocell pyjamas and a robe, as well as a t-shirt collection and a couple of high-profile collaborations. We will also launch a subscription service later this spring, allowing our customers to choose how many underwear they want to receive, and how often. The service will be available to sign up for both online and in-store.

And any more retail stores planned?

— We take one step at a time, but as soon as we feel the market is ready for it we would love to expand with concept stores in New York and London, both in which we already have a strong customer base.