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NEWS

Haglöfs join Très Bien in an exclusive outdoor collab and the Swedish pastry ”semla” enters the fashion world

And the fashion billionaires acquire one of Scandinavia’s leading retailers, YME in Oslo.

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Très Bien x Haglöfs Swedish fashion brand and retailer Très Bien has collaborated with Swedish outdoor innovators, Haglöfs. The result is a capsule collection of six updated iconic Haglöfs products launched yesterday, February 28.

Haglöfs (founded in 1914) and Très Bien (founded in 2006) started conversations for a project together in fall 2017. The intention for the collaboration was to look at iconic products from the Haglöfs archive through the lens of Très Bien. The six-piece capsule includes the Helium Jacket and Sho Sho Backpack in a custom print inspired by the Swedish region Dalarna (where Haglöfs was founded). Both products will also be available in their respective original colorways. Also included is the fleece midlayer, Epic Jacket, in two colorways.

– As a kid growing up in Sweden, I always looked at Haglöfs for shell jackets and backpacks. The Helium Jacket was my favourite with its color blocking and spacious pockets, says Hannes Hogeman, Creative Director at Très Bien.

– Haglöfs is a progressive outdoor performance brand, having a different approach to our products than a fashion brand. For us, it’s performance and function first. To team up with Très Bien and add their design language to our products gave our iconic pieces a totally new look, says Robert Olsson, Senior Designer at Haglöfs.

The Très Bien x Haglöfs collection is available at Très Bien, Haglöfs’ own stores and online, as well as through selected retailers.

haglofs.com & tres-bien.com

The Swedish pastry ”semla” enters the fashion world Schnayderman’s and Opening Ceremony Japan are launching a collaboration based on the traditional Swedish pastry “Semla”.

– For our collaboration, we wanted to create a symbol that could both capture a piece of our Swedish culture as well as recognise Opening Ceremony’s playful aesthetic, says Co-founder Joel Urwitz.

– I have spent a lot of time in Japan and noticed the love that the Japanese people have for pastries such as the “Mont Blanc” and the “Melonpan”. It made me think to introduce the Swedish pastry “Semla” as the perfect symbol for this collaboration”, says Creative Director Hampus Bernhoff.

The “Semla” has been eaten since the 18th century and is one of the most loved food icons in Sweden. It consists of a cardamom-spiced wheat bun which has its top cut off and then filled with a mix of milk and almond paste, topped with whipped cream.

The symbol is visible on five of Schnayderman’s key items as an embroidered patch as well as an allover print. There is also an Oxford Fil Coupé fabric developed in Italy specifically for this project with the Semla symbol woven into the fabric in different colours.

The capsule collection will be available exclusively at Opening Ceremony’s stores in Tokyo, New York and Los Angeles as well as on their online stores from end of March.

schnaydermans.com & openingceremony.com

Fashion billionaires acquire YME One of Scandinavia’s leading fashion retailers, YME in Oslo, is ready for the next step on their impressive journey – and in order to get there, they get the best possible support.

This week, investment company Varner Invest completed the acquisition of 49% stake in the company, while the other 51 is still held by Yme Universe’s founders. Petter, Marius, and Joakim Varner run one of Scandinavia’s leading textile companies, with close to 11000 employees and 1500 stores in eight countries: Norway, Sweden, Finland, Denmark, Iceland, Poland, Germany, and Austria. Varner is comprised of the concepts Bik Bok, Carlings, Cubus, Days Like This, Dressmann, Dressmann XL, Urban, Volt, Wow, Levi’s Store and Nike Store.

And now also YME.

– We’re happy to secure a long-term partner who’s been in the business for a long time. We think it’s safe and good for YME onwards, says founder Kenneth Hjertum to Melk & Honning.

The ambition, as for so many others, is a bigger focus online.

– Varner is working hard on their online business in Norway and Scandinavia. One of the things that I think attracted them is our international success online, Hjertum says.

Last year saw the retailer’s online sales growing 30%, included in the record 6,5-million-euro turnover, leading to the coming opening of a new 1000m² warehouse in central Oslo.

ymeuniverse.com & varner.com