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Scandinavian fashion - Is the hype just a hype?

londoncatwalk

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Hi all,

I am a big fan of the scandinavian fashion scene, and travel there often to visit fairs, shows, stores and enjoy the relaxed lifestyle there. In the fashion world a lot of people has been buzzing about scandianian fashion for the past few years, and without a doubt there are some really great brands out there.
But it seems like there is a big gap between the talk of the industry and what the consumers actually buy.

Everyone talk about it, but how big is it? Do you guys have any favourite brands? And do you see scandinavian brands out in the market?
I work as a buyer in the industry, and it is interesting for me to see how we as buyers often over-hype certain trends/brands.

- Londoncatwalk
 

LA Guy

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Certain brands seem to have captured the imagination of a niche of early adoptors - GANT, Our Legacy, Acne (and before that Nudie) and S.N.S. Herning, in particular, are pretty popular here, and these, among others, like Han Kjobenhavn, Fifth Avenue Shoe Repair, Cheap Monday, Filippa K, Soulland, Mismo, J. Lindeberg, and Norse Projects, are "go to" brands in North American and UK independent boutiques, and also in some parts of Northern Europe outside of Scandanavia.

And of course, the giant is always H&M.

Not surprisingly, Scandanavian brands seem to do better in regions where there are shared cultural values, and not as well in other areas. When I was in Spain, I visited with a buyer who was originally from San Francisco, but was buying for a store in Madrid, and she said that she had to adjust her perspective completely. Brands like Acne were not selling at all.

The brands certainly do not have the immediate name recognition of the big Italian and French brands, nor their exposure and market presence, that I have seen, if that is what you wanted to discuss.
 

Fuuma

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Certain brands seem to have captured the imagination of a niche of early adoptors - GANT, Our Legacy, Acne (and before that Nudie) and S.N.S. Herning, in particular, are pretty popular here, and these, among others, like Han Kjobenhavn, Fifth Avenue Shoe Repair, Cheap Monday, Filippa K, Soulland, Mismo, J. Lindeberg, and Norse Projects, are "go to" brands in North American and UK independent boutiques, and also in some parts of Northern Europe outside of Scandanavia.  

And of course, the giant is always H&M.  

Not surprisingly, Scandanavian brands seem to do better in regions where there are shared cultural values, and not as well in other areas.  When I was in Spain, I visited with a buyer who was originally from San Francisco, but was buying for a store in Madrid, and she said that she had to adjust her perspective completely.  Brands like Acne were not selling at all.

The brands certainly do not have the immediate name recognition of the big Italian and French brands, nor their exposure and market presence, that I have seen, if that is what you wanted to discuss.


The Acne boutique at Palais-Royal (so same location as RO Paris, Pierre Hardy and other successful brands) seems to do pretty well. I personally enjoy the more rustic side of Scandinavian fashion (so SNS, Sutterheim etc.) as, yeah, it evokes both winter (something North Americans and Northern Europeans share with Scandinavians) and Bergman movies that I grew up watching with my family (we cheer with Skål at home and we're certainly not Swedish). SNS can be worn at a country house or in an urban setting without looking stupid, which is always a plus.
 
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Babar

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The problem with some of these brands (at least Acne & Filippa K which I have most experience with) is that the quality can be *really* hit and miss at times (most of it made in Turkey, China, Portugal et al, and I really doubt they use the best factories in these countries..), so I really see these brands as high end fast fashion, rather than something really original and truly exciting. Most of it is really wearable though, and I cherish a few pieces that I've bought over the years.
 
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brummyjon

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Fashion is almost always about hype. People saying what will be big usually makes it so. Followed by the unseemly spectacle of those same people decrying the same 'must have' clothes as 'hideous' or 'old fashioned' 12 months later.


CWC - Junghans Max Bill - Seiko - Longines - Cartier
 

brummyjon

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Fashion is almost always about hype. People saying what will be big usually makes it so. Followed by the unseemly spectacle of those same people decrying the same 'must have' clothes as 'hideous' or 'old fashioned' 12 months later.


CWC - Junghans Max Bill - Seiko - Longines - Cartier
 

brummyjon

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Fashion is almost always about hype. People saying what will be big usually makes it so. Followed by the unseemly spectacle of those same people decrying the same 'must have' clothes as 'hideous' or 'old fashioned' 12 months later.


CWC - Junghans Max Bill - Seiko - Longines - Cartier
 

Superb0bo

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A brand that is really popular in Stockholm/Sweden, among the Acne/OL etc crowd, is Hope (http://www.hope-sthlm.com/), which doesnt seem to be that well known internationally? I like them, just wish their pants werent so slim...
 

Tuma

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Soulland and Libertine-Libertine are also brands worth checking out. Libertine-Libertine has very nice button downs. Some of them are made of incredibly thick oxford cloth or have some other interesting details.
 
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