Scan Magazine | Issue 71 | December 2014

Page 33

2_1_ScanMag_71_Dec_2014_Text_MADS_Scan Magazine 1 29/11/2014 12:12 Page 33

Scan Magazine | Special Theme | From Sweden with Love

Loving the shirt Swedish brand The Shirt Factory makes fashionable shirts for both men and women, with superior quality and finish, and that longed-for perfect fit. By Malin Norman | Photos: Daniel Stigefelt

Fashion designer Linnéa Brown founded the company in 1988, and wanted to do something completely new and different in the men's shirt business. Her idea was to create the best looking and most comfortable shirts that money could buy. Twenty-five years ago the shirt was considered rather conservative, and Braun's shirts with innovative packaging received a lot of attention. The packaging was given several Egg Awards, the most prominent Swedish prize in advertising. The brand's success is not just due to the box of course. Every shirt consists of 18 carefully cut pieces, and the company takes pride in its designs and craftmanship. "We want to provide value for money, and we will never compromise on quality or attention to detail," CEO Lennart Hendén explains.

taste and style, and age groups – all in order to find the best possible fit. Designer Braun is particularly devoted to classic fashion, working only with details that have a purpose and contribute to the style, feel and quality of the shirt. Her designs are understated and well-balanced, with the men's shirts accompanied by accessories and outfits inspired by the "rude boy" of the 60s. Although the latest collections have monochrome and androgynous characteristics, the women's shirts are still both feminine and well-fitting. Braun has won the prestigious Swedish fashion design award Guldknappen (‘The Golden Button’). Also The Shirt Factory´s strong graphic profile, created by design agency Bold, has been awarded two Red Dot Awards for brand identity and logotype.

dustry," says Hendén. With its small and flat organisation, The Shirt Factory also gets plenty of direct customer contact in the stores, giving the designers new ideas for future collections. At the moment, Braun's team is in the process of finishing the collections for autumn 2015. The women’s line offers classical and timeless designs as well as more trendy pieces, with figure-hugging, tight models but also straighter and more casual versions. The men's range comes in two main models, tailored fit and slim fit, in addition to a range of shirts with extra long sleeves. Both the men's and women's collections will be available in stores and in the online shop. For shirt lovers, this is well worth a visit! In brief 1988 - The Shirt Factory is founded 1993 - First concept store opens 1997 - First women's shirt in the collection 2007 - Cooperation with Swedish retail chain Åhléns begins 2008 - The Shirt Factory web shop opens 2013 - Cooperation with Swedish retail chain MQ begins 2014 - Eight concept stores in Sweden

With true passion for shirts European shirt-making tradition is combined with the expertise of some of the world’s foremost shirt makers, who are looking at current trends, personal

On their toes for fashion "Fashion is exciting and fast-moving, we really need to stay on our toes in order to stay ahead in this competitive in-

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Issue 71 | December 2014 | 33

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