Scandinavian MAN x The Lobby countdown: Filippa K
As a countdown to the opening of our pop-up shop at The Lobby in Stockholm April 5, we’re interviewing the participating brands. First out: The brand that pretty much has been synonymous with Scandinavian design, also revealing their brand new collaboration.
Founded in 1993 based on the values style, simplicity, and quality, Filippa K aims to create clothes that last beyond seasons. Products that are both beautiful, long lasting, and of high quality.
Global Brand Director Karl-Johan Bogefors, which pieces are your favourites from the SS18 collection?
– The “Ralph bonded coat” made of cotton poplin is the perfect spring jacket for somebody living in Sweden that does not want to compromise on style even though the water is so unpredictable. It is water repellant and seamless, perfectly fitted, and bonded and woven in Italy. Two other favorites are the terry gabardine trousers, which is the very definition of a pair of casually tailored pants in black, perfectly paired with a knitted polo shirt of organic cotton.
What are your feelings about The Lobby?
– We are very intrigued to be a part of it, finding synergies between us and other Scandinavian brands. Also to be a part of a different sort of retail set up closely connected to experiences for the customers and press.
This is a pop-up opportunity, what do you think about the future of retail for Filippa K?
– We talk a lot about the future of retail, but simply put – for us it is all about being customer-centric. Today that means digital first, but where our stores and partners are great ways to physically meet and experience our brand.
What else is coming up for you in 2018?
– We have a lot of plans for 2018, among other things we will soon launch a very limited collaboration with Bike ID. Mainly to inspire our customers to be more in motion and choose nice means of transportations. Both for the sake of our environment and our own wellbeing…Filippa KScandinavian MAN