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Scandinavian MAN x The Lobby countdown: Uniforms for the Dedicated
Celebrating its 10th anniversary this year, Swedish Uniforms for the Dedicated joins our pop-up store at The Lobby in Stockholm. Over the years they have evolved organically as a contemporary menswear label. Standing for design conscious minimalism in an expressive suit, the line aims to combine streetwear with elegance, including influences from men’s tailoring, sports, and function.
Give us three favorite pieces from your SS18 collection.
– This particular season has come to mean a bit extra to me personally, says co-founder Lars Hedberg. The line represents a revitalized UFTD and a second phase of the brand. But to answer the question I love the camo one-buttoned blazer jacket, the standard trousers in amazing cavalry twill fabric, and the short sleeve safari shirts.
What are your feelings about The Lobby?
– It feels like a contemporary take on retail space, which we’re excited to be part of. The Lobby also represents an opportunity for us to bring UFTD downtown Stockholm to fully present it to a partly new crowd.
This is a pop-up opportunity, what do you think about the future of retail for your brand?
– We’ll do more pop-ups as a way to bring UFTD to more cities and to grow relations. Following Stockholm, we’ve got plans for Paris and London.
What else is coming up for you in 2018?
– After almost two years it has taken to build the direction of UFTD going forward, 2018 is the year to get moving finally. It will include growing focus on Stockholm as our home base, yet more travels and shows including Pitti and Paris in June, and a few more collaborations to get the voice of UFTD out. And also check out our newly released line of sunglasses made in collaboration with VIU, Swiss-based eyewear handmade in Italy.
See more: Uniforms for the Dedicated Autumn/Winter 2018 show at Hotel D’Angleterre in Copenhagen
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