Malmö London Collection
In the last few years, Scandinavian brands have received a huge surge of interest as their minimalistic and alternative style has found a niche in the fashion market. However, while Malmö London takes significant inspiration from its Swedish roots, it is based in London and therefore the result of a unique blend of two cultures, which cumulate to create one, individual style. Consisting of largely casual clothing the SS13 lookbook presents the laid back style that Malmö London epitomise. Simple crew neck t-shirts come in a wide variety of designs, ranging from simple logo tees to all-over graphic prints. One particularly interesting style that caught our eye is the half dye t-shirt, which makes use of the trending tie-dye technique and combines it with colour-blocking – focusing the pattern to the lower half of the shirt only. It should be noted that every single version of this t-shirt has been individually dyed, meaning you will receive a completely unique product. This same tie-dye process has also been applied to three premium hooded sweatshirt designs. Whilst not as bold as the aforementioned tee, the black, blue and purple dyed hoodies all evoke a chilled, casual vibe that would be ideal for summer music festivals. The highlight of the collection is undoubtedly the wool bomber jacket. The only piece of outerwear included within the collection, it is evident that significant time and effort has been put into perfecting the design and the production of this piece. Constructed in black cotton and featuring a 100% grey wool front panel, the sleeves and back contrast with the grey front. For those of you that have been following current industry trends, you will of noticed that not only is the bomber jacket THE silhouette for 2013, but contrast sleeve detailing is also experiencing a moment currently. However, it would be a mistake to consider this jacket a one season wonder, due to the premium materials utilised and the timeless, tonal black palette, this is a piece that will stay relevant year after year. Overall, Malmö London’s unique culmination of Swedish and British streetwear has produced a casual yet stylish collection. The brand have taken classic garments and silhouettes and given them a unique, contemporary twist that adds a touch of character and standout appeal to each piece. You can shop the collection over at malmolondon.net.
Malmö London Collection
