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ARKET is the only Scandi brand people will be talking about this autumn, and here’s why.
As with its sister brands in the H&M Group, ARKET clothes are based around the ‘Scandi Chic’, minimalist aesthetic which offers functional, easy-to-wear pieces that transcend seasons, time (and maybe even space). For womenswear, ARKET is offering dreamy mohair jumpers with soft round neck collars, perfect high-waisted, wide-leg trousers in seventies beige and military black; cloud-like puff sleeved tops in camo-green and wear-anywhere floral dresses abound. For men, ARKET is equally successful with super-light down jackets, emerald polo necks and khaki joggers.
The joy is that ARKET is offering both ‘fashion’ pieces and staples (you can catch a full sneak peak here) often blending the two so that while there are obvious nods to trends these pieces won’t immediately feel outdated. Given the simple designs, layering opportunities are abundant, which adds an extra layer of versatility, They’ve also established an archive as a central element to their design ethos, and which they draw on for inspiration. ARKET’s designs re-imagine prints and patterns for the modern age to present a varied and nuanced uniform for everyday (wait, did we tell you we’re obsessed with ARKET?)
While the design aesthetic ensures longevity, the brand has also placed sustainability at the crux of their production values (the H&M group is adopting a sustainable model more widely, with WEEKDAY recently launching their sustainable swimwear brand). From their choice of suppliers and materials to making sure customers know how to care for their products (an initiative also recently championed by Stella McCartney), the importance of making clothes that are made to last is evident.
‘The starting point in each production is defining the quality we want to to reach,’ says the brand. As with their sustainable ethos, ensuring each garment is of high quality and is built to last means that customers can wear their favourite pieces again and again.
While the main focus will be ARKET’s clothes, the company wants to create a holistic shopping experience, in which customers can slow down and enjoy themselves while browsing the collection. The café is founded on the New Nordic Food Manifesto, with a vision for healthy living. Expect fresh juices and aromatic coffee as well as delicious rye bread sandwiches.
Alongside their eponymous label, ARKET stores will offer a range of fashion and lifestyle brands so customers can truly live the ARKET dream. Whether it’s luxurious bottles of olive oil, Penguin and Phaidon books, shoes from Reebok, Adidas or glasses from Stockholm brand Nividas, the store will be a one-stop destination for all your needs.
Prices start at £8 and range to around £300 for coats, which means there’s literally nothing to stop you from living the ARKET dream.
ARKET will open in London and online in Autumn 2017.