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Style, innovation & equality

Issue 5 out now – Get your copy!


New campaign hop(e)ing for diversity

Also more on Wood Wood’s new Vans collab, cliff diving from the Opera House rooftop in Copenhagen, the new Eytys sneaker and what might be the world’s most sustainable store concept.


New campaign hop(e)ing for diversity With Fashion Week Stockholm in full swing and as the Swedish general election is closing in, fashion label HOPE is supporting diversity in a special campaign.

– We want to shed light on the importance of diversity as well as encouraging people to use their voice and vote in the upcoming collection, says CEO Åsa Sånemyr. The campaign consists of a large photo collage portraying faces of all kinds. These portraits were taken at an open photo shoot at our office earlier this summer to which everyone who wanted was invited to join in – it was a great day meeting lots of new people!

Why is it so important for HOPE to do this?

– We want to use our platforms to spread the values that we believe in and for us, a diverse Sweden is a must. With the upcoming election on September 9, this feels more important than ever – we have to work together for an open Sweden, built on inclusivity, equality, and diversity.

You’re also launching your fall campaign praising old ladies and an image series challenging norms.

– Yes, our Autumn 2018 collection was inspired by how older women (“tant” in Swedish) tend to dress when they grow older – using pieces that have been part of their wardrobe since forever but mixing and matching without following any old norms or style rules. We find that mindset very inspiring – there is no age, gender, size or colour in style, only attitude. We are continuing our journey where great fashion meets great values!

The diversity campaign is displayed both digitally and in HOPE’s Swedish store’s display windows now.

Is this the world’s most sustainable store concept? Danish Knowledge Cotton Apparel has always believed in sustainable innovation to make change, where all of their garments are produced by certified manufacturing partners using sustainable methods and materials.

With their brand new shop-in-shop concept, they expand their green profile redefining sustainability in fashion stores.

– We strive to make a difference and want to help make the fashion industry more environmentally friendly. We constantly set new goals for our sustainability efforts and the new store design concept is a natural step that reflects our CSR policy and ambition for a green footprint, says CEO Mads Mørup.

The groundbreaking organic and recyclable concept are made of organic and recycled materials, featuring a minimalist design that reflects the sustainability profile. It includes elements such as recycled steel, ecological wall paint, FSC-certified wooden hangers, and LED lighting for minimal energy consumption. Signs and displays are made of recyclable glass, and the carpets are made from old fishing nets. All inventory is produced in Denmark, which minimizes transport.

Much research has preceded the choice of materials – which are all CSR approved – and suppliers are required to provide certificates of origin and production. A key feature is that all inventory can be returned and recycled once it is discarded.

The in-store concept has been developed in cooperation with design company Markant Design.

– The sustainable store design also contributes to creating an atmosphere that gives consumers a good feeling about the brand and the buying experience. It is more important than ever to think innovatively about shop fittings, concludes design manager and CEO Stig Mortensen.

At the moment, the green in store concept can be experienced in department stores such as Magasin and Illums in Copenhagen, Åhlens in Stockholm, Stockmann in Helsinki. It will continue to be introduced across Europe and later expanded to other continents.

Vans Fans X Wood Wood Following up on last year’s “FOREVER NOW/NOW FOREVER” collab, Wood Wood team up with Vans once again for a special drop. This time by creating their own interpretation of the iconic Era silhouette, featuring a red Vans logo and “VANS FANS” written on the sole. Dropping tomorrow in Wood Wood stores and online, followed by the global launch September 6.

A chunky teched-out sneaker drop Built on the same sole as its predecessor Jet, new Eytys model Jet Turbo outshines it in terms of details. The then-high-tech sport shoes of the ’90s inspired the look of Jet Turbo. The upper is constructed from mesh, leather, suede, patent synthetics, nylon webbing, sporty neoprene and thick foam padding. The available colorways follow the same sporty theme, either white with contrasting details in black and green together paired with a retro white sole or iron with more tonal details in dune and sage paired with beige soles. Available now in Eytys’ Stockholm store, online and selected retailers. Photography: Frederik Lieberath Cliff diving from the Opera House rooftop in Copenhagen Last weekend saw a spectacular cliff diving competition taking place in the Danish capital. 45,000 fans packed into the harbour, both on land and water, followed the Red Bull Cliff Diving World Series, where England’s Gary Hunt and American Steven LoBue fought out a thrilling duel from 27 meters up in the sky, with the Brit eventually coming out on top. More pictures from the event here. Photography: Dean Treml