For Pre-Fall 14 the Soulland crew went on a Midsummer trip to The Stockholm archipelago (Swedish: Stockholms skärgård). It calls for long nights, bonfires, skinny-dipping, herring, strawberries, aquavit and weed.
The collection ended up being aptly titled ‘sWEEDen’.
“Being with friends and family in a summer house on Midsummer Eve in the countryside of Sweden is the perfect way to start your summer. I lived in Göteborg with my mother during my childhood and early teens. Going to Sweden always recalls good memories. Picking flowers for the Maypole might have been exchanges for weed and trips to the nearest ‘Systembolaget’ (liquor stores), but the cosy, easy-going feeling away from the city and daily commitments is still the same. To me Sweden means summer and time-off.”
Silas Adler, Soulland
The easy-going summer feeling is translated into a colourful collection in light-weight fabrics. Summerhouses, flags, bonfires and hemp leaves in bright watercolours are printed on T-shirts, sweatshirts, shirts, shorts and jersey pants.
The juxtapose of the hand water-coloured prints against the casual jersey fabric makes for a powerful combination. As does the classic Oxford shirts featuring a subtle flash of printed hemp leaf, almost as if a subliminal code from Soulland to those for which 420 means something & yet still appealing to those for which it doesn’t.
The Soulland SWEEDEN collection is set to launch early next week!
This week's new arrivals includes new denim from Japan Blue, fine knitwear from Universal Works and literature from Gestalten Verlag, including The Outsiders - New Outdoor Creativity. The Outsidersshowcases the outlook and passions of the new creative scene that has emerged and draws inspiration from this development along with its original products, brands, and ideas (trailer below!).
Check out the pictures below for a look at what you can find in the store this weekend! Or visit our new and improved webshop at caliroots.com