Uniforms for the Dedicated on their conscious comeback
EXCLUSIVE! We take a look behind the scenes of the brand’s Hunter S. Thompson inspired show in Copenhagen last week. Plus: an interview with the founder.
By bringing elegance and street together, Uniforms for the Dedicated’s brand vision is to attract a modern and increasingly conscious man. After ten years in the industry, founder Lars Hedberg and (former Filippa K Men’s) designer Rasmus Wingårdh is now ready for the next step.
– When Rasmus joined Uniforms about a year ago we both felt that the label never nearly reached its full potential, while our intentions are still very relevant. It also explains why we decided to put new fire into Uniforms for the Dedicated, starting something new together, Lars Hedberg explains.
80% of the SS18 collection is 100% sustainable. How would you yourself describe your work being so conscious?
– Almost all cotton used in the SS18 collection is 100% organic, GOTS certified and we use less harmful fabrics such as tencel, linen, and organic wool. We avoid petrol-based fabrics such as polyester and nylon to support projects and research involving bio-based polymer, fabrics based of vegetable oil or natural carbon dioxide. The latter is actually a project initiated by us at Uniforms. Parallel we also work to remove all plastics from our packaging. Overall sustainability is a never-ending process – we must always aim to improve. The vast majority of our designs are made with the intention to last over seasons. Last but not least we are vertically invested with suppliers who put quality of fabrics and making first, as well as offering good working conditions.
Tell us more about Safari Vice, the SS18 collection.
– It’s a mix of Fear and Loathing in Las Vegas and The Lost Boys – elegant, adventurous, and slightly decadent at the same time, Lars Hedberg says. I feel it really sets the bar what Uniforms for the Dedicated will be moving forward – a luxurious yet fresh feel. The colors are running in coral and pool blue to go along with dark navy and white sand. Standouts include a track coat with tone-in-tone piping and arm stripes, safari jacket in navy wool jacquard, and a block colored safari shirt, only to mention a few.
We will also see a few coming collaborations. What can we except?
– At the moment we got two projects lined up: The breaking news is, at the end of August already, we’ll be releasing a capsule collection with Caliroots for C-Store. On the theme “the modern suit”, the line includes a trouser with matching jacket, including leg and arm striping, jersey, hoodie, and a satin scarf. In addition we’re introducing a line of sunglasses together with Swiss based eyewear label Vie along with the SS18 collection – three styles in total and all handmade in Italy.RunwayUniforms