In Brief

How did functionality become a crucial element of cool?

This article titled “How Scandinavian brands made ‘anti-cool’ fashionable” was written by Lanre Bakare, for guardian.co.uk on Thursday 9th February 2012 10.55 UTC

There’s a stereotype about Scandinavian brands that, like all good cliches, holds a reasonable amount of water. “There has always been this idea that Scandinavian designs focus on common sense, which doesn’t really mix with the world of high fashion,” says David Hellqvist, editor of Dazed Digital and fashion editor of Scandinavian magazine Hemma. “Traditionally, clothes from the region are built to last, be comfortable and keep you warm.”

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