Alexander Graah is a designer at Dr Denim Jeansmakers, the Swedish jeans-driven brand that has won a horde of youthful fans thanks to its super tight silhouettes. The brand has 1,500 stockists globally including Asos, Selfridges and Urban Outfitters in the UK.
WHAT'S THE CONCEPT OF YOUR SPRING 11 RANGE, ALEX?
We are denim nerds, maybe too much so for our own good sometimes, but it is for that reason that we have taken the classic 1980s nerds as the template for the collection. We don't like to be too serious you know - we're not like some of the big denim brands that are boring.
WHAT DOES THAT MEAN FOR THE LOOK OF THE BRAND?
Well it's part denim geek, part fashion. So the hidden rivets are in there you know, all the details are in there for someone who wants them but so are the looks. You know, we have the lumberjack look, the preppy look, all those key styles that people need from high waists to colourful cardigans. And for us, as usual, less is more. All of our designs are free from over the top embroidered stuff. It's clean, it's simple. I guess that's what sets us out as a Swedish brand rather than a southern European one.
WHAT'S YOUR FAVOURITE FIT IN THE RANGE?
The Stanley. It's constructed from heavy denim made on wooden shuttle looms, and they're so stiff that you have to be prepared to have bruises for the first week you wear them! The fit is baggy but slightly tapered.
WHAT FITS ARE GOING TO BE BIG IN SPRING 11?
For us, commercially the focus is still on slimness, whether it falls under the slim, straight, skinny or tapered name. But it has to be slim, whether it is men's or women's. But the tapered element is having more of an impact now. Our chinos are a good example of the tapered fit, they are doing really well for us.
AND WHAT STYLES ARE OFF THE RADAR?
Anything flared or with a bootcut, forget it. It just won't sell.Source URL: http://icip2idayusof.blogspot.com/2010/07/bread-butter-q-alexander-graah.html
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