Scan Magazine, Issue 111, April 2018

Seven days of fashion, for the modern man Meet new menswear fashion brand Dailyroutine Stockholm. Its contemporary collections, based around different looks for every day of the week, have already been praised by the trendy fashion crowd.

By Malin Norman | Photos: Dailyroutine Stockholm

trousers and shirt, and mix jeans with a blazer on the Wednesday – and so on. Put simply, Dailyroutine makes it possible for the modern man to combine garments into looks for different occasions. “It’s an exciting time for menswear,” admits Lippich and continues: “Mainstream fashion is changing and consumers are more daring these days. Now it’s all about being individualistic and having the courage to stand out.”

Dailyroutine Stockholm is the brain child of experienced fashion designer Christian Lippich. His up-and-coming Stockholmbased brand is centred around dandyism and Scandinavian minimalism for contemporary consumers. At the core of the seasonal collections are seven looks, one for each day of the week. Creative director Lippich explains: “Every piece is part of a complete wardrobe. Our designs work well together, so you can mix and match to create different identities or styles. With Dailyroutine, you can be your own hero, seven days a week.”

Experienced designer returning to Stockholm

For instance, wear a more formal suit on a Monday, perhaps opt for a fashion style on the Tuesday with non-matching

Lippich has solid experience in fashion design, with a degree in womenswear from the Royal College of Art in London and previous experience from Alexander

20 | Issue 111 | April 2018

McQueen in London and Elie Tahari in New York, to mention a few. He was also head designer at Tiger of Sweden for seven years, notably contributing to a stronger design identity and commercial success for the brand.

With his own new brand, Lippich is turning his attention to menswear to create a subtle mix of luxury and casual, playing with patterns and some layering.

Based abroad for many years, he appreciates being back in Sweden. “Stockholm is the place to be right now, with a huge focus on fashion – it’s all about the Scandinavian look at the moment,” he says.

First introduced at Stockholm Fashion Week in 2016, Dailyroutine is launching its fifth collection this autumn. The SS18 collection presents a blend of ethnical design elements and modern Scandinavian minimalism with patterned suits