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British tradition meets Swedish innovation in J.Lindeberg’s new ’sub.culture’ collection

Creative Director Jens Werner presented a mod-inspired collection, including the ’from fame to no appreciation’ capsule, at the brand’s new showroom in London.

Photography: Kevin Buitrago

’sub.culture’ is chapter 4/5 in Werner’s series of collections first introduced for FW18, a journey spanning over five seasons about the brand’s facing the future where sports and fashion are merged where tradition meets tech, classical pieces and innovation.

— SS20 is a story about how certain cultural movements are being replaced by others and how something groundbreaking finally becomes mainstream, then passé and finally comes back as something cool in new subcultures, he says.

Key pieces include the oversized fishtail parka, trench coats and car coats. The special ’from fame to no appreciation’ capsule shows Jens’ view on the fashion industry, trends and collections, focusing on when new stuff becomes ”old news” or even ”archived”. The concept includes an art series with pictures taken behind the scenes at the latest fashion shows, presented as photo prints on T-shirts, sweaters, shirts and accessories in a limited edition. New pieces tributes old stuff.