Norse Projects (Denmark)
Danish functional minimalists Norse Projects are a hallmark of the notedly stylish Nordic country. One of the first within the menswear sphere to appropriate military-style branding, the Copenhagen-based label possesses an acute sense for gear that is “good for all seasons.” By re-tooling cues from architecture, design and outerwear, Norse Projects continues to establish itself as a first-mover, setting trends both regionally and on a global scale. Norse isn’t making an overt effort to lead but people are still following.
Mismo (Denmark)
Mismo specializes in beautifully pared-down accessories and leather goods that embrace Dieter Rams’ truism “Form follows function.” The Nordic atelier has certainly found its center by adhering to purist principles and remaining passionate about design. Driven by pragmatism, Mismo looks to equip modern wayfarers with the ultimate travel companion in luggage form.
Mismo represents straightforward, functional and durable design that showcases only what is strictly necessary - nothing more, nothing less. Behind Mismo’s products is the philosophy that real luxury arises from the choices made - about what to subtract, and what should remain. The tactile qualities of the materials. And in the synergy created between aesthetics and function
Fjällräven (Artic Fox) is a Swedish company specialising in outdoor equipment—mostly clothing and rucksacks. Fjällräven was founded in 1960 by Åke Nordin. The original product was an external frame rucksack, Kanken. The Fjällräven rucksack proved comfortable as well as durable, and along with outdoor clothing made from tent fabric it made the brand well known in just a decade. The company has a strong market presence in the Nordic countries. It is also represented in other European countries and in particular in Germany. Among the more well-known products are Greenland jackets and various versions of the Kånken rucksack.
In November 2000 Örjan Andersson, Adam Friberg and two of their friends opened a small second hand store in a Stockholm suburb. The store was called Weekend and was only open during Saturdays and Sundays. Despite its remote location, and thanks to a very good selection of garments, the store went well and the decision to team up with Lasse Karlsson and open up a bigger shop in central Stockholm was made. The store was a full-time concept, open every day of the week, and therefore got the name Weekday.
From the start Weekday carried high-fashion and exclusive denim brands mixed with second hand clothing - a blend that attracted young, trendy Stockholmers.
Some of the denim sold in the shop was very expensive and Örjan felt there was a need for cheaper, but still fashionable jeans. The first Cheap Monday style ‘Tight’ was born, at this point made exclusively as an in-store brand. An unwashed, very tight fitted stretch denim jean for a shockingly good price! It was an immediate success and the first 800 pairs sold out in a couple of weeks. The skull logo was made by Örjans’ friends Björn Atldax and Karl Grandin who previously had helped out with the imagery for the two stores.
As the higher-end version of H&M, COS is a slick minimal brand that has the modern and pared down aesthetic that people usually associate with Scandinavian design. At the moment it's only available in a few European, Asian, and Middle Eastern stores, but H&M is looking to bring COS stateside at some point in the near future. Until then, we'll have to bite our nails and pine for the Swedish brand that looks like an affordable mash-up of Jil Sander, A.P.C., and even a little T by Alexander Wang.
