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Style, innovation & equality

Meet the new Scandinavian names at Pitti

Scandinavia is flourishing with new talent, as evidenced by these three emerging brands that make their first mark at Pitti Uomo this summer.

Words by Robin Douglas Westling
Johannes Adele

After winning Elle Sweden’s newcomer award in 2017, and Swedish Fashion Talents 2017, Johannes Leijonberg and Adele Gillardeau swiftly made a splash on the national scene. The couple met during their internship at Ann Demeulemeester and later became partners, both in life and in work. Their collections, all unisex, are a reflection of their own attitude towards the gender conventions in clothing. Their aesthetic, combining Johannes’ Swedish taste for clean lines and Adele’s French finesse, is distinguished by fine fabrics and graphic prints. The AW18-collection, named ROJA, short for The Republic of Johannes Adele, expresses their conviction that all living things are free and equal, independent from sex, origin and orientation. ROJA welcomes you all to join.


With support from The Woolmark Company, the Danish menswear brand Tonsure presented its AW18-collection during London Fashion Week Men’s. Designer Malte Flagstad drew inspiration from 1980s New York, not for the silhouette but for the fabrics that are most prominent; jersey, wool and a touch of leather. Tonsure presents garments with a classic but edgy look. Combined with a delicate execution, Tonsure is a force of Scandinavian menswear.


The new Danish brand mfpen presented a beautiful AW18-collection during Copenhagen Fashion Week this year. With sophisticated and modern styling, its relaxed clothing would make any man look sharp. The collection was presented at the art museum Charlottenborg. The show included a beautiful backdrop with stacks of the iconic Danish primary school chair and specially composed music by artist Asger Hartvig. We’re enthusiastic about tracking mfpen’s exciting future.