Issue 5 out now – Get your copy!
Turning the children’s show into fashion and Ilse Crawford launching talked-about line for Kasthall
Also more on the Swedish king installing solar panels on his own castle.
Turning the children’s show into fashion Not only is Scandinavian menswear brand A Day’s March opening their new store in London today, next week they’re also launching a new collaboration with artist and illustrator Owe Gustafson.
First of all, tell us about your new London store.
– We’ve had a growing crowd of UK customers online for quite a while and are really looking forward to opening our first London store and to be able to meet people in person, says Creative Director Pelle Lundquist. We believe that our focus on classic, quality garments is appreciated by many Englishmen who are traditionally more concerned with style than fast fashion. The store is located at 39 Berwick Street in Soho, pretty small and will offer a curated part of the collection.
Owe Gustafson is the man behind iconic Swedish children’s show Fem myror är fler än fyra elefanter (Five ants are more than four elephants). Tell us about your collaboration.
– It’s a precious baby for me and my co-creative director, Stefan. It’s very personal. Owe used to be our teacher when we went to Berghs School om Communication in the late 90’s. As an art director and designer, I have always loved his aesthetics and like most Swedes in our generation, his epic work with Fem myror är fler än fyra elefanter has had a big impact on my childhood. The show and the graphics were made in the 70’s when the modern Scandinavian man you’re writing about was born. The collection we have created with Owe is not something we normally do. We’re usually always kind of strict and serious so it’s fun to do something playful for the summer. The garments are also unisex, so we hope to see a lot of elephant-wearing women on the streets this summer.
And for the rest of this year, what are you up to?
– We’ve had a great 2017 and a promising spring. After the London launch, we’re going to finish the production for fall. We just moved to a new, bigger office and are also in the finishing stage of launching a brand-new site.
The Owe Gustafson collab is launching April 26 in A Day’s March’s stores and on adaysmarch.com
The coming stunning view over Copenhagen Denmark’s largest climbing park Camp Adventure expands with a 45-meter high helix-shaped tower in the city of Haslev, a one-hour car ride from Copenhagen. Designed by architect office Effekt and finished this October or November, it gains huge support from the Danish trade minister, Brian Mikkelsen, claiming it might be an “icon” for the area.
– We hope to attract 100 000 visitors per year, says Kasper Larsen, business developer at Camp Adventure, who are welcoming 1 600 climbers annually.
Ilse Crawford x Kasthall Talk of the town during Milan Design Week was British designer Ilse Crawford launching her design collab for Kasthall. The collection, named Grönska and inspired by the Swedish landscape around the Kasthall factory in the Swedish city of Kinna, consists of two tufted and two woven rugs. It was displayed in an exhibition in Brera in Milan during this week’s Salone del Mobile.
– The factory feels strongly connected to the fields and farmland surrounding Kinna, which made it natural to design a collection of rugs reflecting on the Swedish nature around it, says Crawford.
FILA x Weekday Yesterday, the Scandinavian fashion chain Weekday dropped a new 20-piece collaboration with iconic sportswear brand FILA. Building on the strengths of each brand, the streetwear-inspired and functional sportswear aesthetics of the latter is united with the minimalistic fashion perspective of Weekday. The men’s line consists of joggers, leggings, shorts, windbreakers, sports tops, tees, and sweatshirts. They’re all designed around flexibility whether you’re out running or walking, in a muted colour palette of light grey, pure white and light pink, plenty of black as well as intense blue pieces.
– As an activewear collection from a minimalistic fashion perspective, it felt important to really design the garments with functionality and detailing in mind but also consider the fashion aspect of wearing sportswear, says Louise Lasson, Creative Director at Weekday.
Available now in Weekday stores and on weekday.com
The Swedish king installing solar panels on his own castle With solar cells currently booming in Sweden, even the king, Carl XVI Gustaf, is now producing his own electricity. This week he received 600 panels that will be installed at the roof of the royal castle in Stockholm. Covering 1000 square meters, it will produce 170-megawatt hours annually or 12% of the castle’s annual electricity consumption.
The plant will be commisioned June 1st.A Day's MarchCamp AdventureCopenhagenKasthallWeekdayFila