Sweden is always at the forefront of fashion and with Elvine, Sweden is at the forefront of streetwear fashion. Elvine mixes the well known and much emulated Scandinavian functional, minimalist aesthetic with street culture to provide a look that merges fashion and street.
"Our kids or baby siblings look like they are on a catwalk when they skate. Street and fashion are merging and soon there will be no difference."
Sweden is on the forefront when it comes to fashion. Clean cuts, subtle design, and attention to detail are main features. Where do you define Elvine within the spectrum of Swedish fashion and what are your thoughts on the Swedish fashion industry?
The single most important thing that puts Elvine in a unique position is our jackets. They are designed with close attention to details - were we have a special fondness of city function. Being from the Swedish port city of Gothenburg, which is known for a very down to earth atmosphere, we always design with value for money in mind.
We don’t think so much about the Swedish fashion industry. But typical for the Swedish aesthetic taste is that we are not so easily seduced by the over-the-top design that is very common in south of Europe or Asia for example. We like our practical but dressy clothes, which many refer to as Scandinavian minimalism. But all this could change as the Swedish population is changing.
You describe your clothes as being for unrefined subcultures (street culture). How did the streets shape and how to do they continue to shape Elvine as a brand?
Elvine has its roots in the genuine street culture of Gothenburg. The founder Daniel Mänd used to be one of the most renowned and appreciated graffiti artists on the west coast back in the days. He started designing clothes for himself and his friends as they couldn’t find anything they liked elsewhere. Now Elvine has matured together with its founder and has developed from a pure street style brand to offer a more sophisticated fashion look. So you can say that Elvine designs for the grown-up street kid. An interesting question is what the concept street signifies today? Our kids or baby siblings look like they are on a catwalk when they skate. Street and fashion are merging and soon there will be no difference. Maybe.
In one sentence how would you describe Elvine’s design aesthetic?
Sophisticated streetwear. That was even less than a sentence.
What is the biggest challenge in starting a fashion brand and how do you cope with it?
Develop a relevant strategy and make everyone from design to sales distributors all over the world follow it with 100% passion and belief.
We love collaborations. If money and time was not an issue, with who or what brand would you like to do a collaboration with?
Money and time has unfortunately forced us not to think about collaborations for a while. But when that changes, we will let you know.