Swedish design is known for being minimalistic and functional, but these designers will show you that they also like to challenge the simple minimalistic design sometimes.
The Swedish designer Anders Haal founded the brand HAAL in 2014 with the desire of push and play and the well-known Scandinavian style. The carefree approach to his sporty streetwear design makes the clothes fit in everywhere. His concept of functionality is connected to his approach to his own wardrobe; the 34-year-old designer wears the same outfit everyday: a staple ribbed T-shirt and leather pants, which he says he will wear until they fall apart. Haal started out designing women’s wear, but now his designs are more categorized as unisex, which he states as a major part of the brand’s identity.
Even though the Swedish designer Greta Gram, who founded her brand under the same name in 2015, is characterized by the well-known Scandinavian look with clean and simple lines and proportions, it is interesting to observe how she is inspired by Japanese design from the 1980s and 1990s. She is mentioning brands like Comme de Garçons and Issey Miyake as important for choice of designs, where one may see the resemblance of satin and prints. Before she established the brand in London, she had been working for different fashion houses, such as Viktor & Rolf. Her experience, combined with her artisan background, made her want to focus on understated luxury. Therefore, all garments are made in Europe to live up to the quality of the brand.
CMMN SWDN was launched in 2012 in Malmö, Sweden by the designer duo Saif Bakir and Emma Hedlund. They first met in 2004 in London while studying at the prestigious Central Saint Martins and London College of Fashion. Both designers have a lot of experience from the fashion industry, and worked together as the Heads of Design for Kanye West in Paris. This experience made trigged their desire on starting their own brand and create a new image of masculinity. Their designs, which consist of menswear, are the result of a meeting between youth subcultures and classic elegant menswear. The designer duo, which have now established their studio in London, are designing a story that never ends. They always want to be under development and forward-thinking by showing the consumers innovative and contrary elements in their design.
Text: Synne Krogstad
Images: Pinterest, Greta Gram