“... because ultimately, playing is fun!” This quote by legendary American producer Rick Rubin (Johnny Cash,Lady Gaga, Eminem, Adele, Jay Z and many more) has paved the road for our new collection.
MOOD OF THE SEASON
Spring 2025
In his book The creative Act (2023) Rick Rubin examines the paths of creativity, and by focusing on this one line we wanted to re-ignite the playful joy in working together and creating our collections. Rubin's quote goes:
“In this part of the process we are going to play, but we're not playing
to win - we're playing to play - because ultimately, playing is fun!”
And it's been fun - playing with stripes, playing with prints and playing with treatments and washes. As always focusing on a wardrobe inspired by workwear and modern everyday-wear. Metaforically speaking we felt like giving especially the womens collection a big hug and wipe away the dust. Take her into our arms, holding her tight and getting rid of all the elements that's been confusing - thus concentrating on the core of what we love and do best. We hope you can see and feel the difference - we most certainly can!
We've aimed to make the two collections more co-ordinated in colour, make and fabric, and the drops have been more clearly defined. All prints are made in-house by Lukas Højlund, and we have worked hard to make our sign-off labelling clearer and more delicate.
- Mads Nørgaard
