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PUBLICA T I ON

FROM

NI LOR N

WO R LDWI DE

N o.

1/ 2016

Tiger of Sweden FAC E -TO - FAC E I N T E R V I E W

Nilorn Worldwide PORTUGAL OFFICE

Fashion Talks A S TO RY A B O U T G O O D B R A N D I N G

Fashion shoot in South Africa S U P E R N AT U R A L C LOT H I N G - E C O F R I E N D LY BY O LO F H Ä N D É N


COVER PHOTO

Nilorn Worldwide is an international company, established in 1977, focused on adding value to brands

Styling Andrea Albertyn

by using branding and design in the form of labels, packaging and accessories. Customers principally

Photo Olof Händén

represent the fashion and ready-to-wear industry. Nilorn Worldwide offers complete, creative

Hair and Make up Johanni Nel Model Ella Jayne / Boss Models

and tailored concepts in branding, design, product development and logistic solutions. Satisfied customers are our principal asset, and it is therefore important to establish, maintain and enhance

PAPER

customer relations through first-class service. Nilorn Worldwide is one of the leading European players,

Cover Edixion Offset 300g

with turnover of ca 400 MSEK. The group operates through its own companies in Sweden, Denmark,

Body Edixion Offset 150g

the United Kingdom, Germany, Belgium, Portugal, Hong Kong, India, China, Bangladesh, Turkey,

Print Responstryck AB, Borås, Sweden

Pakistan and Italy. In addition, there are partner companies in Switzerland, Tunisia and USA.

www.nilorn.com


www.castorpollux.se COMING SOON: Castor Pollux GOLD LINE - The new exclusive business-oriented line from Castor Pollux. Featuring innovative and sophisticated details and craftsmanship for the authentic and eccentric connoisseur.


GLOVES SINCE 1936

Table Cut THESE GLOVES HAVE BEEN HANDCR AF TED WITH THE FINEST MATERIALS IN ACCORDANCE WITH THE ORIGINAL PR AC TICES OF THE CR AF T FROM THE 1 7 TH CENT URY. ANY VARIATIONS IN C OLOR OR SHADING ARE NAT UR AL CHAR AC TERISTICS OF THE HIGH QUALIT Y LE ATHER CHOSEN FOR THE TABLE CUT COLLEC TION. E VERY GLOVE IS A O N E - O F - A - K I N D PIECE WI T H THE MOST EXQUISITE FIT.

WATCH OUR GLOVE MAKING MOVIE AT HESTR AGLOVES.C OM


C R E A M / D K C O MPANY / LA COURS VEJ 6 / DK-7430 IKAST P H O N E + 4 5 9 7 2 1 6266 / WWW.CREAM-CLOTHING.COM


table of

CONTENTS 13

WELCOME

14

NILORN OFFICE IN A NEW SUIT

18

NILORN WORLDWIDE PORTUGAL, PORTO

24

BRANDING

& DESIGN

10

THINGS TO DO IN PORTO


28

TIGER OF SWEDEN

69

FACE-TO-FACE INTERVIEW

31

STORES YOU MUST VISIT

37

NEW COLLECTION

STOCKHOLM

SWEET AS CANDY

70

THE DESIGN DOCTORS

73

RECAP OF PRODUCTS

PRODUCT DEVELOPMENT AND FASHION SHOOT

64

PANTONE

INTERVIEW

BADGES

FASHION TALKS A STORY ABOUT GOOD BRANDING

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HEADQUARTERS NILÖRNGRUPPEN AB Wieslanders väg 3 Box 499 501 13 Borås SWEDEN Tel. +46 33 700 88 88 Fax +46 33 700 88 19 info@nilorn.com www.nilorn.com

SUBSIDIARIES & PARTNERS NILÖRN AB Wieslanders väg 3 Box 499 501 13 Borås SWEDEN Tel: +46 33 700 88 00 Fax:+46 33 700 88 48 info@nilorn.com BALLY LABELS AG Schachenstrasse 24 CH-5012 Schönenwerd SWITZERLAND Tel: +41 62 855 27 50 Fax: +41 62 855 27 59 info@bally.nilorn.com NILORN BANGLADESH LTD. Millennium Castle, 12th fl. House 47, Road 27 Block A, Banani Dhaka -1213 BANGLADESH Tel: +88 02 8835912 Fax: +88 02 8835913 info@bd.nilorn.com NILORN BELGIUM NV Brusselsesteenweg 525 9090 Melle BELGIUM Tel: +32 9 210 40 90 info@be.nilorn.com NILORN DENMARK A/S Vestergade 48 5000 Odense C DENMARK Tel: +45 70 23 16 23 info@dk.nilorn.com NILORN EAST ASIA LTD Unit 1701, 17/F, Westley Square 48 Hoi Yuen Road, Kwun Tong Kowloon HONG KONG Tel: +852 2 371 2218 Fax: +852 2 371 2629 info@hk.nilorn.com

NILORN GERMANY GMBH Itterpark 7 40724 Hilden GERMANY Tel:. +49 2103 908 16 - 0 Fax: +49 2103 908 16 - 99 info@de.nilorn.com NILORN INDIA PVT. LTD Plot no. 9c, Sector – 3 Parwanoo – 173220 (HP) INDIA Tel. +91 1792 235232 Fax +91 1792 233176 info@in.nilorn.com NILORN ITALY Via Bellini 8/C 41012 Carpi ITALY Tel: +39 3381611351 info@it.nilorn.com NILORN PAKISTAN (PVT) LTD 2nd Floor, Yasir Chambers Gulshan –E-Iqbal, Block 13A Main University Road P.O. Box 75300 Karachi PAKISTAN Tel: +92 21 349 92151 Fax:+92 21 349 92153 info@pk.nilorn.com NILORN PORTUGAL – INDÚSTRIA DE ETIQUETAS, LDA Rua Central de Barrosas, 304 4585 - 902 Recarei – Paredes PORTUGAL Tel: +351 22 411 95 80 Fax: +351 22 411 95 99 info@pt.nilorn.com NILORN SHANGHAI LIMITED Rm 701, 288, Chengjiaqiao Road. Minhang District, Shanghai, CHINA Poastal Code 201103 Tel: +86-21 345 512 90 info@sh.nilorn.com

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NILORN TURKEY Mimar Sinan Cad. Ünverdi Sok. No:50. Kat:3. 34540 Günesli Istanbul TURKEY Tel: +90 212 657 76 76 (pbx). Fax: +90 212 657 75 10 info@tr.nilorn.com NILORN UK LTD 1A Acre Park Dalton Lane Keighley West Yorkshire BD21 4JH UNITED KINGDOM Tel: +44 1535 673 500 info@uk.nilorn.com NILORN USA LLC 3499 Meier Street Los Angeles, CA 90066 UNITED STATES Tel: +1 888-315 1875 info@us.nilorn.com


A glimpse of N I L O R N D EAR R EAD E R

NILORN DESIGN DOCTORS Design meeting at the new Swedish head office.

Welcome to the 1st Nilorn Branding & Design magazine of 2016! I am pleased to present the latest developments

FASHION WEEK Interesting meetings at CPHFW.

and ideas from the world of branding. We have combined interesting articles, interviews and experiences - we would like to share these with you. In this issue we have highlighted our operation in Portugal, which we are very proud of, and outlined their strengths and specialities within our organisation. We also focus on our new head office located close to the old army regiment of Borås, where the Swedish organisation’s team of 35 is now located. This issue also contains interviews with very interesting people, among them, Ronnie McDonald who is the Chief

PITTI UOMO

Designer at Tiger of Sweden. Read about his background,

Trend inspiration at Fashion Week Florence.

career and his views on the upcoming collections. We are

SOUTH AFRICA

also proud to present the latest product development

Photo shoot in South Africa. An eco-friendly concept. All articles comply with the REACH regulations.

and concepts that our skilled design teams across Europe have created over the past couple of months. We are aware that brand owners need to be more creative and smarter to win consumer´s attention. They must make themselves more visible and put greater effort into identification if they are to stand out as unique. To create something different and special, it is wise to start with the history of the brand, what you want to communicate and how you can confirm that intelligent and knowledgeable consumers have the correct perception of your brand.

NEXT TREND

Thinking in the long term, integrating facts, trends and

ColourHouse Event. Forecasting - S/S 2017.

sustainability in a serious way ensures client trust. Nilorn has more than half a century of experience in

PHOTO SHOOT

creating and supporting brands, helping them to be more

Behind the scenes for the photo shoot of »Ecks” collection.

visible and successful – we can do the same for you. You are very welcome to contact any of our sales office in Europe. We hope to be your first choice in Branding. Please enjoy and be inspired by our latest magazine.

All the best,

LONDON DESIGN FESTIVAL Nilorn Design Event at Ace Hotel, Shoreditch.

Claes af Wetterstedt CE O

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ARTICLE

NILORN

- OFFICE IN A NEW SUIT Every company needs to change, set new goals and revise their visions. A change can be something as simple and yet complicated as moving the business to a new office space. That Nilorn has done, and very successfully. Nilorn recently switched offices, we are talking about an upgrade with a capital U. Think old, Swedish mansion with two wings where, as you step into the office, you immediately feel like you have just walked into a spread in Wallpaper magazine. From the moment you step out of your car on the hillside and see the three buildings in front of you, it really is a breathtaking sight. As you walk through the gate you forget the modern surrounding area and are transported to a bygone time. The rich history follows you as you make your way across the grounds and up to the door of the mansion. The history of Katrineberg Mansion can be traced back to 1772 when it was erected on orders by mayor Georg Tollstorp, who was also behind the development of the whole area of Katrineberg. When mayor Tollstorp died in 1803, Katrineberg was bought by Chief Judge Storkirch

Words: Patrick Hjertén

who enhanced the property by adding the two wings. The original east wing still stands today. The main building burned down in the late 1820s and the present building was built in 1856 by merchant A. Lindgren. Katrineberg has since had many owners and was also part of the military camp I15 as a colonel’s home. In 1924 when King Gustav V was in Borås for the 300-year anniversary celebrations of the founding of I15, he also attended a lunch in Katrineberg’s east wing where colonel Rignell then resided. You can compare an office to a piece of jewellery, it is not only the diamond that is important but also the setting. Today the Nilorn staff can roam around 800 square meters of office space which makes a beautiful setting for the team of 35. The eclectic mix of old windows and stucco with modern design features sets the scene for creativity and superb art work.

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Year 1924 King Gustav V attended a lunch in Katrineberg´s east wing.


ARTICLE

AS YOU WALK THROUGH THE GATE YOU FORGET THE MODERN SURROUNDING AREA AND ARE TRANSPORTED TO A BYGONE TIME.

NILORN HEADQUARTERS: The total number of employees within the group is 335, but only 36 are employed in Sweden, including the head office. This shows that Nilorn, despite its relatively small size, is a very international group with a tight over head organisation. Nilรถrngruppen AB is a support and service organisation to the rest of the group with functions such as Management, IT, RIS (Retail Information Services), Design and Finance. The functions in Nilรถrn AB are Sales, Back office, Procurement, Design/ original and Finance. The Swedish office is very equality between men and women as there are 19 men and 17 women.

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NILORN WORLDWIDE

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NILORN WORLDWIDE

Porto

NILORN WORLDWIDE all lights on

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Mix monuments by leading world architects from the past and the present, some fantastic baroque carvings, then add a world-famous sweet wine with a British flavour, place it all by a grand river, and you have »Oporto,”. Porto - Portugal’s second largest metropolis, and one of Europe’s most charismatic cities.

Words: Elizabeth Sampaio Image Credits: Sandra Kucher, iStockphoto


NILORN WORLDWIDE

WE SHARE OUR VISION WE CREATE THE PASSION AND LEAD THE TONE BRANDING

& DESIGN

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NILORN WORLDWIDE

OUR POLYESTER YARNS RANGE FROM THE FINEST 33 DENIER TO 167 DENIER AND CAN BE DYED TO ANY PANTONE COLOUR.

Oporto is one of the last undiscovered European metropolises, that is about to change. This is not a new city however, it is an ancient port steeped in history and tradition. It is a highly atmospheric place that has become known for its monuments by renowned architects, for example: Gustave Eiffel’s Bridge, Nicolau Nasoni’s Clerigos Tower, Rem Koolhaas’s Casa da Musica, or Siza Vieira’s Serralves Museum. If you think you do not know much about this city, think again.

speed and the best quality. We offer a wide range of woven labels from plain taffeta, to satin and luxurious damask quality. Our polyester yarns range from the finest 33 denier to 167 denier and can be dyed to any pantone colour. Our cotton yarns can also withstand washing requirements. We finish our labels with either a slit edge or a woven edge depending on the loom used. Our needle looms give a soft edge, even at the fold. We also use ultrasonic cutting technology to prevent scratchiness or yarn fraying.

At the beginning of 2015 Nilorn Portugal acquired three rotation printing machines. In total the company has seven machines – two of which are able to print UV. Today Nilorn Portugal can offer their clients printed labels with up to five colours on one side or four colours on the front and two on the reverse. Screen printing is our most recent addition. Our three colour machine has the capability to print front and reverse at once. With additives to the inks we can also offer our customers special extras, including: “puffing” effects, silicon and foil finishing.

This is the city that created and named port wine, it also was home to one of world history’s legendary figures, Prince Henry the Navigator. It is in this intriguing and majestic city that Nilorn has a production unit that has been growing since 1989.

Labels are the finishing touch to a garment, and yet they provide a lasting impression, so we focus on exceeding our customers’ expectations to achieve a unique, elegant and personalised product.

Nilorn Portugal is located on the west coast, on the Iberian Peninsula which makes us a geostrategic location between Europe, America and Asia providing our customers with guaranteed short lead times. Every company has its own unique story, and for the last 26 years we have had a proud one to tell. Managing director Elizabeth Sampaio and Sales Manager Rui Lemos together with a team of 50 people, built a strong emotional bond which helped lead the company to be “state of the art”. We are and always will be driving on the “improvement road”. Looking back to 1989, we realise how much we have grown – from a small capacity of four rapiers looms, today we are fitted with the most sophisticated equipment which helps us produce labels at the highest

rapier looms. These models were created to allow any type of yarn fully running giving efficiencies of 95% - 98%.

We believe in “savoir-faire” and Nilorn is synonymous with quality. With Nilorn’s labels, customers will have the added motive to buy at that critical first glance. Our labels resonate quality and elegance with an added emphasis on attention to detail. We are always looking at new technology, and we very recently invested in two more

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We offer our customers woven labels, embroidery, printing, barcoding and screen printing with responsibility. We focus on being environmentally sustainable and this is reflected from design through to sampling and the approval process through a selection of raw material. We have been a Bluesign partner since 2012, but long before that we also gained the ISO 9001-2000 certificate as well as OEKO-TEX Standard 100. Last but not least we focus on having passionate employees. We share our vision, we create the passion and lead the tone. We make being passionate a habit.


NILORN WORLDWIDE

Images from left to right: 1. Polyester Yarn 2. Needle loom 3. Yarn pre feeders 4. Screen printer

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NILORN WORLDWIDE

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PORTO

Things To Do In Porto

2

1

Visit a vineyard Enjoy a glass of wine

We strongly recommend you to visit a vineyard. Travel back to the origins of the Portuguese tradition. You will learn more about the history of Port wine.

Porto, a World Heritage Site, is an old, intense and authentic city of an exquisite architectural and landscape value. Visit its historicalcentre and enjoy a glass of one of the most appreciated wines in the world.

3 Casa da Música

4

Livraria Lello & Irmão Is this the most beautiful bookstore in the world? It’s certainly up there. Pick a book and read it over coffee on the first floor, as JK Rowling did when she lived in the city!

This colossal cubist bubble quickly became an icon for the city when it was finished in 2005. The Casa da Música offers guided tours of its many features, as well as a dynamic performance program!

6

5

Douro River Cruises

São João Festival

Douro Cruises are one of the main tourist attractions of the region. Every day several boats travel the Douro River from Oporto to Régua, Pinhão or Barca d’Alva.

Porto’s most popular event is St. John (São João Festival) on the night of 23–24 June. In this season it’s a tradition to have a vase with bush basil decorated with a small poem.

There are several types of vessels, from traditional cruises, boats built in the image of Rabelo boats, hotel-ships where you can spend several days and know the river in its fullness, sail boats and yachts.

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INTERVIEW

HELLY HANSEN CATWALK

Scandinavian Design is the cornerstone in all Helly Hansen gear. The optimal combination of purposeful design, protection and style. This is why professional athletes, patrollers and discerning enthusiasts choose Helly Hansen. HELLYHAN SEN . CO M

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N A R V I K , N O R WAY


INTERVIEW

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INTERVIEW

A SWEDISH FASHION INSTITUTION, NOW WITH A BIT OF SCOTTISH FLAVOUR Tiger, the Swedish institution, has a Glaswegian at the helm named Ronnie McDonald. Luckily, not the clown of hamburger chain McDonalds, we find it hard to imagine that the design aesthetics of those two would work together. The bona fide Scotsman, Ronnie, with his fascinating background cultivates and develops the legacy of the brand Tiger which is good quality design with an edge.

Ronnie McDonald comes from a family of entrepreneurs. His father is in the building business and his mother has been a sample seamstress for prominent brands like Barbour and Paul Smith. Ronnie was into martial arts, he played football and sports have always been a big part of his life. All these components have created a driven person who goes for his goals and achieves them. The building business was doing very well, which meant that Ronnie found himself with money to burn. He set his eyes on designer clothes from the likes of Jean-Paul Gaultier and Katherine Hamnett. He also rummaged through vintage shops but there was something missing, he could not find exactly what he was looking for. Like many others who have distinguished this lack, he decided to make the clothes himself. »I really knew what I wanted to wear but I couldn’t find it, not in the shops, nowhere. The next step was to learn how to make my ideas come to life, so I set my sights on London.«

The journey into the design world started at The London College of Fashion where Ronnie met his Swedish wife. Can you see where this is going? After their time at LCF, both Ronnie and his wife went to work in Scotland, she told Ronnie that they could gladly live in the UK but when it was time to have children, Stockholm would be the designated destination. Ronnie was on board with this but he felt that he needed a job to go to when he left Scotland for Scandinavia. He contacted Margareta van den Bosch, Creative Director at H&M and started his Swedish design adventure by designing menswear for the internationally acclaimed company. »It was a good school and I learned a lot that I carry with me to this day. It can be a tough business sometimes but you grow a thick skin, learn from your mistakes and move forward.« States Ronnie before continuing to tell how his design journey in Sweden went from H&M to Tiger. The knowledge he learned during his time at H&M was invaluable when he began to mould Tiger on their road into the future. Ronnie and his design team take in influences from all

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around the world and inspiration for the design work can come from anywhere. It can be from watching a film, to a colour combination a person is wearing or, of course, music. »When we worked with one particular collection we listened to Bob Dylan for six weeks«, Ronnie says with a grin. When it comes to the work at Tiger and the influence he has put on the brand and design, Ronnie says; »We are still stylish but I have tried to make it younger and slimmer which has worked very well. I have tried to make Tiger less Italian in its creative output and worked on making the brand a bit different so that we fare better internationally. We have worked more with the materials and also in that way created a new dimension and a new look.« When it comes to being a designer Ronnie McDonald states that you need to be driven. You also need a bit of luck and to be strong when the situation calls for it, give the market and the consumers what they want


INTERVIEW

and to distinguish your brand from the other brands. Be consistent and clear in your message. At the end of the day, if you do good things, people will buy it. »A Tiger guy wants a well-made suit, they like the heritage and they dare a lot. They dare to be different and seem to become braver«, says Ronnie McDonald. He also states that he loves the fact, that he caters for consumers who are ready and willing to push the envelope. Tiger is a brand that has the opportunity and good fortune to make some of their own fabrics. They want to keep their ear to the ground to what is happening and trendy at the moment, but they also feel that they need to boil it down to a bare minimum in some cases to make it accessible to their target group and to what

A TIGER GUY WANTS A WELL-MADE SUIT, THEY LIKE THE HERITAGE AND THEY DARE A LOT. THEY DARE TO BE DIFFERENT AND SEEM TO BECOME BRAVER

said target group expects. Ronnie puts it like this; »When it comes to branding you have to be consistent, be true to the brand because the label, the brand is what people see. They have to be able to recognise what they have grown accustomed to. When Ronnie McDonald is asked about which road menswear will take in the future

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he pauses for a moment before giving his view on the matter. »I think a lot of brands have been working on testing what they can give the market instead of designing for the consumer. I think that things will change in the years to come, and we need new brands to come forward. And I hope more local and individualistic brands will emerge instead of just huge brand monsters. No matter how we twist and turn it, there are always challenges to face.« Ronnie McDonald is a designer with a clear vision and a strong driving force the effects of this we will see for years to come. Hundreds of years ago Scotland was raided by the Vikings. Is it not a bit of poetic justice that a Scotsman now tells the Scandinavians how to dress?


STORES YOU MUST VISIT

S TOR E S BRANDING

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STORES YOU MUST VISIT

HERR JUDIT Herr Judit is a shop that is driven by a growing market interest in vintage and fashion. Since they were established in 2005, they have worked hard to be the best they can be and develop a concept that most suits the brand selection they offer. Today Herr Judit proudly owns four shops in Stockholm, Sรถdermalm and ร–stermalm, as well as a web shop for the vintage enthusiasts around the world.

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STORES YOU MUST VISIT

HERR JUDIT HORNSGATAN 65 STOCKHOLM SWEDEN OPENING HOURS: WEEKDAYS 11 am - 6 pm SATURDAYS 11 am - 5 pm SUNDAYS 12 am - 4 pm

HERR JUDIT SIBYLLEGATAN 29 STOCKHOLM SWEDEN

HERR JUDIT’S

OPENING HOURS:

“BRANDSTATIONEN”-SHOP

WEEKDAYS 11 am - 6 pm

IS BEST DESCRIBED AS

SATURDAYS 11 am - 4 pm SUNDAYS CLOSED

‘A TOY SHOP FOR GROWNUPS!’

BRANDSTATIONEN HORNSGATAN 64 STOCKHOLM

Brandstationen

SWEDEN

Brandstationen was first housed in a fire station that is over 100 years old where antiques and other carefully selected objects are on sale, and that are our must have items. Herr Judit has developed a range of unique pieces including antique and vintage jewellery. The latter can be seen as their speciality for some time now. Herr Judit’s “Brandstationen”-shop is best described as ‘a toy shop for grownups!’

OPENING HOURS: WEEKDAYS 11 am - 6 pm SATURDAYS 11 am - 5 pm SUNDAYS 12 am - 4 pm

www.herrjudit.se

Sibyllegatan - Hornsgatan In their shops on Sibyllegatan and Hornsgatan, Herr Judit sells clothes with a strong focus on quality. The selection consists of carefully selected second hand and vintage clothes to current fashion and designer labels. The people working at Herr Judit love to travel around the world, which allows them to offer a unique, inspiring and fun assortment of garments. Items are mainly purchased from the US, Italy and the UK. A large part of the assortment also comes in through individuals and companies that are commission based.

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STORES YOU MUST VISIT

SIX AND

SONS

Six and Sons started three years ago as a online shop selling vintage furniture. Founder, Alexander Six was an art director at the time designing sets for commercials and film. Whilst looking for the nicest props for his film sets, Alexander realised that this made him so happy he wanted to do this permanently. A year later, on December 6th 2013, he opened a brick and mortar shop on a busy shopping street in the city centre of Amsterdam, expanding to more than just vintage. From an online vintage shop, it transformed into a well curated department store. The idea behind the collection was, and will always be, beautiful products that everyone should have. Ranging from furniture and clothing to magazines and sunglasses.

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STORES YOU MUST VISIT

THE IDEA BEHIND THE COLLECTION WAS, AND WILL ALWAYS BE, BEAUTIFUL PRODUCTS THAT EVERYONE SHOULD HAVE.

SIX AND SONS Haarlemmerdijk 31 1013 KA, Amsterdam

OPENING HOURS: WEEKDAYS

10 am - 6 pm

SATURDAYS

10 am - 6 pm

SUNDAYS

12 am - 6 pm

www.sixandsons.com

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PRODUCT DEVELOPMENT

COLLECTION Nilorn product development On the following pages, we will present our latest collection. Our aim is to provide our customers with inspiration and ideas on how they can take their labels and branding to a new level. We are always on the lookout for new materials and production techniques, whilst in the background fine-tuning the interaction between design, production and logistics.

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PHOTOGRAPHER Olof Händén STYLIST Andrea Albertyn In this issue we asked photographer Olof Händén and stylist Andrea Albertyn to interpret one of our latest collections Somewhere. On the following pages you can see the result of this stunning South African photo shoot. The branding concept features handmade graphics, eco-friendly finishings and various materials such as cotton, vegetable tanned leather, FSC-paper, wood and nutshell as well as recycled materials.


Supernatural Clothing - Eco Fashion The success story of Somewhere clothing starts like a Scandinavian fairy tale: It is a rough and dark winter in 2007 in the woods of Finland. A brother and sister, Eerika and Jonne Korhonnen share their favourite pastime and start to knit unisex sweaters, using colourful leavings of finest Merino wool from local wool mills. Friends spread the word about Somewhere and soon the young brand becomes famous for its unique reinterpretation of traditional pattern, cozy shapes and the finest natural materials. The Korhonnens sell their goods in a small artisan shop in Helsinki where they were discovered by a Canadian trend scout. Today, Somewhere clothing can be found in exclusive concept stores worldwide. The branding concept features handmade graphics, eco-friendly finishings and various materials such as cotton, vegetable tanned leather, FSC-paper, wood and nutshell as well as recycled materials. All articles comply with at least the REACH regulations or meet higher ecological standards.


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PRODUCT DEVELOPMENT

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Styling Andrea Albertyn Photo Olof HändÊn Hair and Make up Johanni Nel Model Ella Jayne / Boss Models The model is wearing clothes from a variety of brands: Country Road Magpie Witchery Simon and Mary Nicholas Coutts H&M Afraid Of Mice Zara Top Shop Lock Of Gold


NUCHONI Studios - Luxury Sport The brand stands for modern aesthetic. Innovative thinking, brilliant quality and excellent craftsmanship. High luxury clothes for men with a sporty twist, garments often have unexpected and creative mixes of textures. Each collection is inspired by music or a movie that ignites progressive thinking.


Denim. What a ride, what a story! From workwear material to the coolest in garment creation. Ever since Marlon Brando straddled a motorcycle in “Young Rebel” to the modern day “rock star”, denim has

been synonymous with individuality and going one’s own way. Denim is a way of saying that we do not want to conform completely to the rules and regulations of society. They say that “the devil is in the

details” and True Genes is all about the details. The cut of a sleeve, the pocket flaps in a different material, down to the thread colour of the button holes. All in the pursuit to enhance our greatest wish; to be unique. Dare to be different in denim from True Genes.


Renowned as the homewares brand for simplicity and beauty, ECKS products set the tone in your home, allowing you to make a statement. Style, clean lines and natural colours are at the heart of the brand

- timeless shapes designed with a fresh, contemporary finish. High quality materials are used to create products that are free of complication and will stand the test of time. Our sophisticated minimalist style

resonates a Scandinavian feel and an impeccable attention to detail extends through everything we do. Embrace the elegance of simplicity. Express your personality.


Think Jermyn Street with its exclusive shops of handmade shoes and shirts. The true roaming place for a lord and a lady, no matter if you are born one or made into one. Like Jermyn Street the goods of Doyle & Drury reflects an elegant lifestyle that is coveted and nearly attainable enough for us to have a taste of it. Classic English heritage with a hint of opulence and abundance of high society, but with that quirky, unmistakably English twist. We are talking high end style combined with the youthful, rebellious streak of ‘going its own way’. The English are islanders and, as all islanders, they like to do things in a unique fashion. Heritage, Opulence, Splendour – For You.

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Who doesn’t want to be victorious? The answer should be self-explanatory. Life comes along once, it is short and it is not a dress rehearsal. These are all factors that contribute to the notion that life should be lived to the fullest. Make the most of it and never forget to play. If you are a winner, you have played well. And winners deserve their prizes, don’t they? A good winner knows how to reward themselves. Fast cars, luxury food, coveted pieces in the wardrobe and the ultimate travel experiences. What you choose is up to you. After all, you are a winner and a winner chooses Victory.


A look and a touch can be the beginning of a story that takes you to new places and beyond. Many things in life are a concoction of fact and fantasy, and desire is its fuel. Sumptuous palaces, marble halls and the sensuous silk against your skin. The touch of pure luxury, the feel of quality materials and the beauty of lingerie garments that can transform your body into something utterly desirable. A promise of passionate, luxurious feelings when that silkiness covers the body, mingled with the scent of an imaginary boudoir, where passion and love are the first rules of engagement.


PRODUCT DEVELOPMENT

Natural clothing for the newborn with style, this collection of baby garments and accessories is practical whilst still looking current and trendsetting. Combining essential style and comfort when they need it most. The simple graphics create a fashion journey that is unique and stands out from any other baby apparel brand. Our accessories are not only contemporary but functional, catering for your creative little food artists and clutter architects.

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PRODUCT DEVELOPMENT

It might sound like a contradiction, a formally dressed man on the nitty-gritty streets of London or New York, but to really enjoy life you have to taste the sweet as well as the wicked. Do the clothes make the man or does the one who inhabits the clothes make them what they really are? The answer to that should be quite evident, especially to those who see a cool cat swagger down the concrete paths of a cosmopolitan city. Pour the right personality into the style and we have a gentleman, with just a touch of a rebel.

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Marni - Spring 16 / Fashion Snoops


Do you hear the call of the flower children of the Seventies? Zoya is just as colourful as then but repackaged in a modern and trendy fashion. Youth should always be covered in colour to celebrate what

they represent. To be at the height of life with the world in the palm of their hands. Floral patterns as strong as a slap across the face in the most vibrant of colours. They ooze young energy and the hope

of an optimistic future. The happy colours and patterns are a celebration of being feminine, modern, and the epitome of exclusive elegance. Youth in colour. Heed the call.


THE SKI LOVER’S BRAND 8 8 4 8 A LT I T U D E . C O M


ARTICLE

FASHION TALKS BY FLANDERS FASHION INSTITUTE

A STORY ABOUT GOOD BRANDING Writer: Stephanie Duval

Antwerp is a European fashion capital, that is an established fact. Put on the map in 1986 by the infamous designer cluster ’the Antwerp Six’, it has since confirmed its reputation as a breeding ground for avant-garde talent, by the impressive roster of designers who graduate each year from the Antwerp Academy and later go on to assume leading creative positions in the international fashion industry. But it is not just its excellent education that makes Antwerp influential.

If Antwerp is a fashionable ’brand’ today, credit for that has to go to the Flanders Fashion Institute too: the organisation subsidised by the Flemish government to promote Flemish fashion and coach its entrepreneurs. In December 2015, the FFI launched the second edition of its Fashion Talks event, to which Nilorn proudly offered its support. We sat down with Project Manager Agnes Wené for a chat about fashion, Antwerp and the importance of branding for both.

The Flanders Fashion Institute was founded nearly two decades ago, but today it is still loyal to its initial mission. »It’s important to note that our target audience is everyone who works in the fashion industry in Flanders,« says Agnes Wené. »We coach young, up-and-coming designers, but we also help mid-level and well-established companies. Anyone who has any questions about the fashion industry should feel welcome to ask us.« There are different ways in which entrepreneurs or businesses can come knocking for help. »We organise events to spread information and allow starters to

dive deep into a specific topic, but we also have a weekly consultation hour where we give one-to-one advice«, explains Agnes. The most elaborate way of supporting fashion businesses is the Flanders Fashion Fuel project: a programme that coaches and financially supports four designers over the course of two years. Connecting the dots In addition to its goal to provide support, coaching and advice to the local fashion industry, FFI also aims to inform the public about Flemish fashion: both within and outside of the Belgian borders.

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»A recent example is the national campaign ’#ikkoopbelgisch’ (I buy Belgian, ed.),« says Agnes. »We started it this year, but will certainly be continuing into 2016. The goal is to make people realise what is Belgian fashion, and encourage them to buy Belgian.« The Fashion Talks event is part of the FFI’s communication strategy, too. »We organised the first edition in 2013 because we kept getting asked whether Antwerp should have its own fashion week,« explains Agnes. »We think the answer to that is ’no.’ With London, Paris, Milan and Berlin there are already too many dates on the calendar for


ARTICLE

THE MESSAGE WE WANT TO CONVEY IS THAT FASHION PEOPLE SHOULDN’T JUST LOOK AT THE FASHION WORLD. IF YOU WANT TO SURVIVE IN TODAY’S WORLD, YOU NEED TO LOOK ACROSS INDUSTRIES AND SEE WHAT’S HAPPENING ELSEWHERE, TOO.

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ARTICLE

’#IKKOOPBELGISCH’ The ’I buy Belgian’ campaign launched by FFI is in itself a branding effort to put Belgian fashion in the spotlight, but it was also designed to become part of Belgian fashion companies’ own identity. »During the Antwerp Fashion Festival we distributed stickers to the participating stores, who could advertise in their shopping windows that they sell Belgian fashion. Soon enough we started getting requests from other stores who also wanted to advocate the fact that they sell Belgian fashion or design. We also distributed buttons that people could pin on, and we noticed how many people liked this ’tangible’ aspect of the campaign. I think there might be an opportunity for us to put our heads together with Nilorn and figure out new and different ways in which to further develop our campaign and bring it into people’s lives, not just their heads.«

any fashion journalist or buyer to be able to attend them all, and local designers are not exactly asking for it either.« »But in order to continue to put Antwerp on the international map, we decided we would do something different. We asked around and realised there is a huge demand for the sharing of knowledge and information, and for opportunities to network. A real conference about the business of fashion didn’t exist yet - not in Belgium and not in our neighbouring countries - so we decided that would be it.«

FASHION TALKS 2015: FACTS AND FIGURES · 850 participants from 20 countries. · 16 international speakers. · 5 members of FFI’s International Expert Network. · 6 expert cabin sessions. · 5 conversation starter meeting points. · 1 impact study.

With 700 visitors (200 more than anticipated), the first edition in 2013 was a success story. The second edition took place in Antwerp in December 2015 around the theme ’Imagine!’. »Everyone agrees ours is an industry with a lot of challenges, but we figured it was about time we started looking at its opportunities, too«, says Agnes. »We thought it would be a good idea to broaden our horizons and open our minds beyond the borders of our own industry.« The programme of the conference was put together aiming to tickle the imagination of its participants. »We wanted people to reflect on the way in which they are managing their businesses, and think about what they could be doing differently«, says Agnes. The talks were organised around different topics such as teamwork, technology, communication, and so on. »The message we want to convey is that fashion people shouldn’t just look at the fashion world. If you want to survive in today’s world, you need to look across industries and see what’s happening elsewhere, too.«

· 1 7-hour video presentation. · 11 portraits of people behind durable projects. · 100 honourable mentions and parking spots for participants who ride their bikes to Fashion Talks.

The importance of branding In both its coaching and communication efforts, FFI is acutely aware of the role branding plays in the fashion industry. »When we advise young designers, we

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always start by helping them identify their DNA, because from there on, they can make informed decisions that impact their business«, claims Agnes. »If the brand identity is right, efficient communication with clients, consumers and partners is made that much easier. Whether the question is ’what will my next collection look like’, or ’which tags should my clothes have’, the brand identity carries the answers.« In that sense, it felt only natural for FFI to partner up with Nilorn for the second edition of Fashion Talks. »I think that moment of reflection about identity is a step that is all too often skipped. And once the train is out of the station and starts picking up speed, it is even harder to take some time to figure it all out. For young designers or start-up companies, there can be budgetary reasons to skip the step, too.« »I think that is where a company such as Nilorn can have an important role to play. It is a company that goes beyond ’producing labels and tags.’ They are aware of the importance of what they can add to a brand, and proactively seek out a dialogue with their customers. If they can build in a few moments of reflection in the process with their up-and-coming clients, they could be a really good influence in the branding department.«


PANTONE

SERENITY Colored Lenses

Pantone sweet as candy The British say sweets. The American s say candy. No matter which we can all ROSE QUARTZ Jelly Beans

agree on that it is sweet and, it almost goes without saying, colourful. Going into a sweet shop is like being hit by the rainbow and this one is edible. Striking colours of yellow, red, green and blue. Eye catching and attention grabbing, and just as addictive as the sweets.

Want some sugar? Want some colour?

MEADOW Watermelon Rocketz

FERN GREEN Crunchy Peanuts

SAMOAN SUN Tutti Frutti Rings

JAZZY Rotten Fish

APRICOT Colored Lenses

ALLOY Screech

PANTONE 速

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DESIGN DOCTORS

5 QUESTIONS

THE DESIGN DOCTORS What would a worldwide organisation like Nilorn be without its designers? No doubt less colourful and more flat. We are grateful for the valuable collaborations we have with outstanding graphic designers throughout our local companies in, for example, Sweden, Denmark, Belgium, Germany and the UK. Naturally we want to introduce these talented and creative people in order for you to get to know them better. With these designers we have a varied palette of creative backgrounds which, when bonded together form something far larger. They have experiences and skills in illustration, photography, packaging, editorial and the fashion world itself. This gives Nilorn’s design identity an edge and makes no challenge too great when it comes to delivering what you want. Our brand of teamwork across borders gives us several advantages. The designers work within their own country’s regions which provides them with the opportunity

to be close to their customers and, thanks to our ever growing digital age, they can interact without difficulty and team up in real life as and when required. Nilorn knows how to best combine our talents and efforts to tailor the ultimate concept for new and existing clients. New inspiration and a knowledge of what is happening in the world is essential, therefore our designers travel to cities like Berlin, London, Los Angeles, New York and Tokyo to immerse themselves in the latest trends.

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DESIGN DOCTORS

JASPER VAN DEN HAM

CHRISTINA WALTER

SIMON JONSSON

Nilorn Belgium

Nilorn Germany

Nilorn Sweden

BORN AND RAISED:

BORN AND RAISED:

BORN AND RAISED:

In Utrecht, Holland. Beautiful city with

I was born and raised in a small village close

City of rain and textile, Borås Sweden.

canals as in Amsterdam, but smaller,

to the Swabian Alb. It’s always a pleasure to

and nicer.

look at photos of these old days and laugh

FASHION DESIGNER, ICON?

about the funny clothes I wore, when I was

I have several icons in my life, in all types

a child.

of design, but if I have to choose one...

YOUR TOP THREE MUST-HAVE ITEMS IN YOUR WARDROBE? Jeans, jeans and jeans.

At the moment I’m very into Kay Bojesens WHAT DO COLLEAGUES SAY IS YOUR

wooden animals.

BEST QUALITY? WHERE DO YOU FIND INSPIRATION?

We haven’t talked about my qualities, but we

DREAM DESTINATION FOR A

Anywhere, anytime, the further you open

enjoy working together.

WEEKEND TRIP?

your eyes the more you see.

London. Simply because I’ve never been BEST INSPIRATION TRIP AND WHY?

there and it seems like a nice place. And of

HOW DO YOU DEFINE SUCCESS?

New York: You find so many different

course I’d love to see some premier league.

Professionally, reaching your personal

directions and influences in this rough city. I

goals, not defined by society. I wanted to

fell in love with all the tiny shops, cafés and

YOU’RE A NEW ADDITION TO THE

be a Designer since I was around 12 years

bars there. Even the smallest hairdresser has

¨CRAYON BOX, WHAT COLOR WOULD

old and I am still happy to have made that

a neat logo and a strapline that makes you

YOU BE AND WHY?

choice, so I see that as a success.

smile. And I remember the night where we

Black. It’s not new but it never gets old,

Personally, I don’t know. Learn until the

entered this swabian tavern really well….

and it goes with everything.

WHAT ARE YOUR LONG-TERM

FAVOURITE DISNEY CARTOON?

MOTIVATIONS IN A COMPANY OR

My favourite is WALL-E. He’s such a

WHO WAS YOUR FAVOURITE

A POSITION?

sympathetic character.

SPICE GIRL, AND WHY?

The fact, that design is a language which I

Thats an odd question for someone who

want to speak clearly. I’m fascinated by the

likes music mostly from before he was

creative process where it’s all about finding

born. But I would say I dislike the Ginger

the right words.

end and then decide if it was a success. And be happy with what you have.

the least. Why? I don’t know to be honest, it was the first Spice Girl name that my

IF THERE WAS A MOVIE PRODUCED

brain came up with.

ABOUT YOUR LIFE, WHO WOULD PLAY YOU AND WHY? I would choose Michelle Williams. She is an amazing actress with many different faces, and by the way, we have the same hair-cut.

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INTERVIEW

G A N T. C O M

JENNIFER STAPLE-CLARK FOUNDER OF UNITE FOR SIGHT W E A R I N G T H E I C O N I C G A N T S H I R T, L AUNCHED AT EAST COAST

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U N I V E R S I T I E S I N 1 9 4 9.


RECAP

CHARLIE SHORT CHA 107

PORTLAND BLUE PB 007

AYLIN DEMIZ AY 003

AVILAN AVN 009

AYLIN DEMIZ AY 006 RIGBY RIG 14

CLOUDBERRY CLO 107

AMELIA AM 009

BADGES COLLECTION BY NILORN

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HERITAGE.

ORIGINAL WORKWEAR SINCE 1925

WWW.FRISTADSKANSAS.COM


Private Moments

Fr端hjahr | Sommer Kollektion 2016


Profile for NILORN UK

Branding & design (Fashion magazine)  

BRANDING & design (Fashion magazine) BRANDING & design is biyearly fashion magazine produced by Nilorn Group containing a mix of articles, i...

Branding & design (Fashion magazine)  

BRANDING & design (Fashion magazine) BRANDING & design is biyearly fashion magazine produced by Nilorn Group containing a mix of articles, i...

Profile for nilorn_uk