Common Spring/Summer 2013 Collection
Entitled ‘Wilderness’, the sophomore collection by Swedish menswear label Common lives up to its name with a rugged, boot camp style aesthetic that channels the inner rebel that might land us in such a place. The Malmo based label, launched earlier this year, is unique in the fact that all of its designs are 100% manufactured in Sweden. This, along with their multicultural background and commitment to environmental awareness, provides designers Saif Bakir and Emma Hedlund with the foundations upon which to build this fledgling fashion house.
Having studied in London and worked for Wooyoungmi and Kanye West in Paris, the brand’s designers have described their work as a “fusion of London edge, Paris chic and Scandinavian minimalism.” ‘Wilderness’ continues where their debut autumn/winter 2012 collection left off, expanding on the theme of masculine elegance while also introducing a seasonal palette of mud brown and chalk white, with glimpses of sky blue.
Each season the label brings in a Swedish design collaborator under the name ‘Common Ground’: for this season’s collection it is the turn of legendary textile designer, Hans Krondahl. The campaign’s shirts, silk scarves and swimwear make use of Krondahl’s 1972 ‘Gallops’ print in it’s original colours of navy, white and red, while Common adapt the print for their stand-out, silk trench coat using bronzed yellow, black and white.
Other key pieces from the collection include the dark brown lightweight bomber jacket in nylon taffeta and the striking oversized, collarless jacket in Japanese denim. Although still a relative newcomer to menswear design, Common’s suave cuts and subtle colour combinations are perfect for today’s style-conscious man.