Swedish Clothing Label Targets Timeless Pieces

Playful scandinavian brand Uniforms for the Dedicated has begun the first drops of its AW14 collection.

The new range, which aims to deliver “effortless” wardrobe additions features clothing such as t-shirts, roll necks, shirts, knitwear, sweatshirts and trousers alongside tailoring and outerwear.

In addition to basics in winter colours – black, brown, burgundy and grey – sits bolder pieces, including several matching pieces in all-over prints.

The lookbook, shot by photographer Kalle Gustafsson who has worked for the likes of Hackett, Mr Porter and Paul Smith, focuses on a fictional character called Mr Day & Mr Night.

A statement from the brand said: “Design and elegance is, according to us, subtle. It’s comfortable. It’s classic and timeless – consistent but with an element of surprise. It’s the joining of forces of past and present – of iconic fits and modern messages.”

Uniforms for the Dedicated was founded in 2007. Earlier in the year bosses signed up former gay porn star Aiden Shaw to appear in a fashion film to promote the brand’s SS14 range.

Select pieces from the AW14 collection are available to buy now online and from London department store Liberty, with further drops expected over the coming weeks. Prices start from £45 for a t-shirt and reach £430 for coats.

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Uniforms For The Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection

Uniforms for the Dedicated AW14 Collection