With the launch of The Cords & Co, Culture Trip explores whether Sweden’s latest export is the most fashionable yet.
Scandinavians will never go out of style. In the last month alone, the industry has received a fashion masterclass courtesy of Copenhagen Fashion Week, and London has welcomed more Swedish brands to the capital. But if you thought it was over, you would be wrong. Step forward the latest export from Stockholm: The Cords & Co – which happens to be first and only brand to focus its collections solely on corduroy.
Founded in 2016 by Mikael Söderlindh, the brand will open six flagship stores, starting in Stockholm and rolling out across London, LA, New York and Paris throughout the rest of August 2017.
‘The Cords & Co is created by a passionate group of people united by a shared love of corduroy. By exploring new ways to work with corduroy in our Stockholm design studio, highlighting it’s long but little known history, and working closely with a carefully curated group of collaborative partners and cultural tastemakers in each of our flagship city locations around the world, we’re excited to share our unique story of a fabric everyone has a connection to, yet no other brand has dedicated themselves entirely to it,’ says Omar Varts, The Cords & Co CEO.
The new launch comes at a time when the fascination has undoubtedly reached a peak; this new Swedish brand is not only offering simple, well-cut jackets and trousers (and other designs too) but also solving the riddle of which trouser trend is coming next.