Scan Magazine | Design Feature | McVerdi
The feeling of being well-dressed No one could have anticipated what the result would be when the young designer Lotte in 1985 sat down at her sewing table in a petite studio in the heart of Copenhagen, with nothing more than 21 metres of soft rubber fabric, some strong zips and a passion-fuelled dream.
and knitwear. Every style is carefully designed and manufactured to please and accommodate the expectations of their loyal customers.
By Josefine Older Steffensen | Photos: McVerdi
Lotte Honoré has always been fond of nature and therefore takes great care to ensure that the manufacturing process is done properly and respectfully. This diligence has not only resulted in numerous close and long-lasting relationships with many of her suppliers and co-workers throughout Europe, but also in genuine friendships.
Relying on her hand skills and the natural will of the fabric, she started cutting. Soon after, the very first – and today somewhat iconic – McVerdi rubber coat with wool lining was born. For the past 30 years, it has been the preferred outerwear for many loyal McVerdi customers across the world.
Collections and evergreens It is not all about the coat though. “In each of McVerdi’s four annual collections, there are various evergreens to be found; styles are occasionally altered 18 | Issue 100 | May 2017
a little in colour, fabric or perhaps the length of the sleeve, but always without compromising on the discreet, natural and less-is-more fashionable McVerdi look,” explains Lotte Honoré. That is probably one of the reasons why McVerdi has enjoyed such success and growth over the past few years. Lotte Honoré now has three McVerdi shops in Denmark and an internationally popular webshop, all of which are filled with inspiring skirts, dresses, shirts, woolly coats, scarves, jackets, hats, trousers
Simply from the fabric Part of the McVerdi philosophy is to create styles that make women feel truly beautiful and at home in their clothing. It should not be possible to feel either overdressed or underdressed when wearing a