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Stories

“A bit dysfunctional, gray and very Swedish.”

The Europan Woolmark Prize winner of the year L’Homme Rouge is now preparing for world domination.

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Interview Johan Magnusson

You presented your SS18 collection at Fashion Week in Stockholm. Tell us about it!

– It’s named Jante’s Playhouse and it’s about the everyday role play, Axel Trägårdh at L’Homme Rouge says. A bit dysfunctional, gray and very Swedish. This conservative state of mind together with a theatrical craziness is what forms this seasons theme. The photographer Lars Tunbjörk has captured this very well, 1980’s environments meeting the tragic-comical theater scene. Deconstructed details, quirky khaki and pale pink shades speaks this quite clear.

A few weeks ago you were awarded with The Woolmark Prize. How does it feel to be the European Winner?

– We are really happy and proud to be the first Swedish brand winning the European prize. It gives us confidence and energy to keep on working on getting our concept out there. We are looking forward to compete in the world final in Florence in January. It feels the same as when you were seven and had a new made cinnamon bun and a glass of milk.

Your AW17 collection Stompers has just hit the stores. What would you like to highlight from it?

– It’s about a group of young harbour workers during the 70’s in Sweden. With their do-it-yourself and rebel like mentality they created their own vibrations and interpretations of workwear function meeting their conscious side. No rights or wrongs. The purple shades and brown tartan checks symbolizes the breaking free attitude and are typical for the era when this story takes place. One of my favourite pieces is our Padded Coat. It has a roomy and warm function and are based on a classy coat model. Put on our blue Flow jeans and our gold brown neck warmer and you will be all set.