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Scandi girls were first to gain street-style cred, but it’s Scandi boys who should be your next sustainable-style inspo.Ten years ago, flush with the money I had saved from my first real job, I tentatively wandered into Jonathan + Olivia, a cutting-edge boutique on Toronto’s Ossington strip that, tragically, closed in 2018.
Today, Our Legacy remains at the forefront of Scandinavian menswear, exporting its vision of quirkily layered cool to in-the-know guys around the world, along with the brand Mfpen from Denmark and Another Aspect and Asket from Sweden. These labels project an attitude about dressing that emphasizes individuality and wearability with a sustainable ethos. Some, like Mfpen and Our Legacy, use dead-stock fabrics or digital printing techniques to save water and minimize waste.
Some of today’s Scandi boys gravitate toward more classic clothes, according to Nicole Walker, a Swedish stylist who has worked with über-cool brands including Our Legacy. But they’re experimenting with silhouette and gender within the confines of traditional menswear. She also feels there are differences within Scandi style. The Danes, she muses, see themselves as “super ultra-expressive” whereas the Swedes hew toward minimalism.
Daniel Brøndt, co-founder of Another Aspect, a small Swedish menswear brand, champions a similar spirit. “We don’t think people need 10 pairs of jeans,” he says. “We think they need maybe two or three really good pairs that they can keep for a very long time.” Another Aspect releases two collections a year of sustainable hard-working staples with just enough direction to catch the eye of a customer looking for classic pieces with a contemporary twist.
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