On my quest to discover independent brands that inspire and excite the menswear industry, I stumbled across Anerkjendt; a brand from Denmark ready to launch their second collection.
Their debut autumn/winter 2012 collection encompassed the signature style and brand identity that Anerkjendt set out to achieve. Their clothing is aimed at laid back, relaxed men who embrace a casual, informal look with a focus on function and detailing. The label’s designs are intended to be “lived in” – whether this involves sleeping, dancing or listening to music. It is clothing that can adapt to each individual lifestyle.
To emphasise their underlying ethos, their lookbook revolves around a group of friends simply hanging out. Images of a guy snoozing on the sofa, or dancing to their favourite vinyl, or drinking a few beers are designed to reflect the purpose behind their apparel and help attract a specific type of customer.
The collection is inspired by nature, with a strong, earthy colour palette, structured and washed fabrics and the deliberate use of natural elements such as wood, leather and wool. The flannel shirts, cosy knits and subtle clash of patterns only helps to emphasise the effortless, casual aesthetic. The darkness that is captured within all of the images gives a raw, harsh look to the photoshoot, reinforcing Mother Nature’s inspiration.
Anerkjendt have certainly given us another reason to look forward to the summer, and pieces are set to drop soon in selected retailers.