Is it just me or does the idea of eco-friendly clothing conjure images of knee-length, rainbow coloured hemp hoodies? Shudder. Fortunately, Swedish brand Uniforms for the Dedicated hasn’t just lifted that stigma; they’ve whacked it into oblivion, hopefully into the realm of never to be seen again, with their incredibly wearable, environmentally sympathetic menswear brand.
Since the brand was founded in 2007 by a group of artists, they have endeavoured to develop both their attention to sartorial detail and sustainable approach. As oppose to fast, trend-lead fashion, each piece is designed as a long-term product for the casual gentleman who values style and comfort in equal measures.
The spring/summer 2013 collection ‘The listener’ is inspired by the integral role of storytelling within fashion. Consequently, the design team buddied up with Surrealist artist Antonio Lourenco and modern circus folk Eos, Aaron and Valia to create the collection film, which forces the watcher to slow down, listen and acknowledge what is going on within and around ourselves, as the collection-clad guys perform impressive acrobatics in slow-mo. The result is bizarrely operatic, a little therapeutic and well, awesome.
Throughout the collection, sharp, easy and wearable silhouettes are fused with unique fabric choices. The Manual loves the chambray shirt and the sheer volume of smart/casual shorts on offer. Go fourth and back-flip in these smart summer threads.
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