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Stories

In the definite sustainability forefront, presenting their own collab for Net-a-Porter, and Finnish rugs with an LGBTQ touch

Six top news stories from last week of Scandinavian fashion and lifestyle.

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In the definite sustainability forefront

Combining a wide range of bold colors with contemporary design and a rarely achieved sustainability mindset, Norwegian activewear company Norrøna is one clear example of a modern Scandinavian brand.

– We are very activity driven, and those trends move much slower compared to “fashion”, says Design Manager Fredrik Lundberg. One of the latest additions activity wise for us is products for cold water surfing, what we call Arctic surfing. Another movement is the draw fight with the “fashion” industry about the consumers that want and need functional products in an environment outside the core activities. In the old days the outdoor community very much developed products for generic outdoor use. More lately the industry have put a lot of efforts to make the best products for a given activity. Now the versatility coming back due to many outdoor consumers do a lot of different activities and need products that work for many things. On the fabric side, our part of the industry has spent many years and a lot of resources to basically redevelop what we had 10 years ago more sustainable. Now we get closer to a point where the fundamentals are sustainable and we start to see novelties already on a so-called decent sustainable level. __ Which products are the most important for you this spring?__

– This spring we relaunch our collections that we call fjørå and bitihorn, targeting the high pulse user. fjørå is for the single track biker and bitihorn is made for speed hiking to sky running. With fjørå we offer a full layer set-up regardless of season with a lot of cool features in a very high technical level. For bitihorn we have the same level of technicality but an aesthetic expression which is more toned down and versatile. We are sure that our bitihorn stuff will be used for many different activities where lightweight products are appreciated. For the coming fall/winter, we present our biggest launch yet: a total overhaul of our ski-touring collection lyngen, our “sidecountry” ski collection røldal and a totally new one called oslo. Tons of new features, looks, and product types.

The brand also has a special mission about sustainability.

– We established our CSR (corporate social responsibility) roadmap in 2014, says Head of CSR and QA, Torbjørn Rodt. The roadmap is available online and we report on our progress every year. This is a set of goals that guide our efforts to be as sustainable and responsible as possible. They are divided into product, production, and company. Within product you can find targets as 100% recycled polyester by 2020 (58% in 2017), 100% organic cotton (reached in 2016), 100% RDS certified down, and we are working to eliminate PFC from our waterproof garments (47% was PFC free in 2017). For production, all our factories are inspected by independent inspectors and followed-up by us to ensure that the workers are treated fairly and have a safe work environment, and we have the ambition to ship less than 1% of our garments by air. For the company we want all of our employees to commute environmentally friendly, and in 2017 96% of us did exactly that. We also donate 1% of our sales to our Welcome to Nature Foundation that support environmental initiatives and organisations.

More on norrona.com, and if you’re into skiing, to follow their Instagram account is a must

The artist’s take on Acne Studios

Rumoured to become purchased by either venture capital firms or fashion conglomerates Kering, OTB or LVMH, Acne Studios use Brussels-based artist Gabriel Kuri and his interest in everyday materials as the inspiration for denim line Blå Konst Spring/Summer 2018. It’s about common objects – Kuri has a fondness for receipts or pieces of chewing gum, as well as a fresh eye for garments that are considered commonplace: hooded sweatshirts, t-shirts, and men’s shirts.

– I love how Gabriel Kuri looks at the world, says Jonny Johansson, Creative Director at Acne Studios. He brings together objects and materials to tell his own story, which resonates with how we do things at Acne Studios Blå Konst. It is about examining and celebrating the everyday and the beauty of specific design.

The Blå Konst SS18 line was launched yesterday in stores worldwide and on acnestudios.com

Finnish rugs with an LGBTQ touch

Founded in 2006, Finnish design company Mum’s is growing rapidly with their production of fair and environmentally conscious interior products. New rug collection Soft Walk is designed my Swedish trend expert Stefan Nilsson, showing three carpets with the words ”swag”, ”bruh”, and ”gurl” written on it, using a 70s inspired typography.

– The name ”Soft Walk” matches the rug’s soft texture, but is also American slang for chilling or relaxing, says Nilsson. In the same way, the words can also be associated with youth and gay culture. Swag, for example, comes from LGBTQ parties back in the 60s, and was said to stand for “Secretly We Are Gay”. Gurl was originally a purposely misspelled for transvestites since those female creatures weren’t real girls. I hope that the collection will get any observer to think about disco, joy, and to break yourself free.

Soft Walk is shown in an exhibition until March 28 at Designgalleriet gallery at Sergels torg in central Stockholm. Visit mums.fi for more

Chimi Eyewear X Net-a-Porter

Released today is the see-through, cat-eye shaped and slightly feminine – yet unisex – frame by Swedish eyewear company Chimi and what’s best described as the world’s premier luxury fashion destination, who speaks to a global monthly audience of 6 million luxury consumers, fans, and followers. Chimi creates colourful sunglasses for colourful people and the idea behind the Net-a-Porter collab is iconic eyewear revamped and something you have seen before, but with a twist.

– With this collection, we leave a mark on the recurring super trend. The cat eye shape became popular in the mid 50’s and 60’s and has been a conspicuous and classical street-style essential ever since. We wanted to create a piece that embraces the soul of retro and revamp it. Creating this piece together with Net-a-Porter has been a great opportunity for us to enter a new area in fashion and add something new to Chimi as a brand, says Charlie Lindström, head of Design at Chimi Eyewear.

*Visit netaporter.com or chimieyewear.com for more *

Project Twlv x Barneys

The shoe brand now presents Flame zipper boot creation in a drop exclusively for Barneys. Founded by Henrik Hobik two years ago, the line of twelve models is designed in Sweden while made in Italy. The Blake Rapid construction is created by directly stitching the midsole to the insole, providing maximum flexibility, and the midsole is then stitched to the outer sole for strength and durability.

Flame zipper boot creation is available at Barneys New York and in San Francisco, as well as barneys.com and projecttwlv.com

Related: “This is more or less a love story for boots”

Triwa X Skultuna III

Due to a really high demand for their two previous collaborations, the Swedish companies once again join forces in a special drop. Triwa X Skultuna III comes in 400 pieces with a fully automatic clockwork, a midnight blue dial made of recycled brass (which will get a great patina over time), and straps by Tärnsjö tannery in ecologically tanned leather.

Speaking of Triwa, their next project is a really exciting one. Humanium is a new metal made from destructed illegal firearms. A project of great importance in these days when armed violence is a global epidemic with over 500 million illegal firearms across the world and one person is shot and killed every minute, with developing countries suffering the most. The Triwa Humanium Watch will be fully presented at the end of March with a Tärnsjö organic leather strap and 10 ATM water resistant, limited to 500 pieces. The sales from the watches generate financial resources used to rebuild conflict-torn societies and support victims of armed violence. This April also sees the first Triwa Kickstarter campaign in connection with the launch.

Sign up here in order to get your hands on one of the first watches, while Triwa X Skultuna III is available in Triwa and Skultuna stores as well as on triwa.com and skultuna.com

Related:

This is “the epitome of Swedish luxury” – where rap legend drops his first sneaker line – and the Copenhagen villa reaching an international level