Scan Magazine | Special Theme | Swedish Style & Design - Our Top Brands
Resteröds Original collection, photographed by Niklas Nyman and modelled by Alexander Östlund.
Heart, soul and experience by the Swedish original Popular Swedish fashion brand Resteröds is relaunching its Original collection, inspired by the company’s long legacy of simplicity, high quality and well-fitting tricot. By Malin Norman | Photos: Niklas Nyman
The Matsson brothers from the small village of Resteröd started their successful company back in 1935, and designed a collection of men’s and women’s underwear, long johns and linen. This collection has remained untouched for almost 80 years, and still plays a central role. “We are incredibly proud of our long history and keen to share this with the world,” explains managing director Karl Linder. “It is exciting to show our archive materials with old photos and garments, and to present how we did this at the start, how we work today, and how we will hopefully continue for another 80 years.”
collection based on classic and timeless pieces is a clear favourite for us, but also for other Resteröds ambassadors around the world,” says Linder. The campaign Original Never Dies was photographed by Niklas Nyman and modelled by retired football player Alexander Östlund, and incorporates images of the company’s historic locations, circular knitting machines and traditional craftsmanship methods. Together with the fashion line Trend and the basic line Classic, it will be available world-wide in Resteröds’ partner stores.
as well as recent export markets Spain, Croatia and Slovenia. The focus remains on straight-forward design, simplicity and fit, and excellent materials. Linder emphasises: “Quality is very much central to everything we do. The products must be of the best quality, and we believe that our customers and partners also feel secure in the long history and knowledge of the brand.” As the company’s vision has expanded beyond Sweden’s borders, Resteröds continues to offer its line of popular products, while keeping the original idea close at heart.
Quality without borders The original comeback Resteröds will relaunch its Original collection this autumn with a brand new campaign and brand book, inspired by the heritage of the company. “Our Original
Product development is still based in Sweden, although Resteröds is a true global brand with long-term international presence in countries such as Japan, Denmark, Norway, Finland and Germany,
For more information, please visit: www.resterods.com
Issue 68 | September 2014 | 43