Our Site Meets Uniforms for the Dedicated

by | January 24, 2017

By balancing the madness with well-planned business thinking have Uniforms for the dedicated mode rapid progress. The brand’s third collection reaches in autumn 80 stores in over 16 countries. Our site hits Fredrik Wikholm, one of the founders to hear more about the concept and future plans.

The idea for Uniforms for the Dedicated born while snowboarding occupants public in the United States and France. A common desire to create something together eventually shaped the backbone of what the concept should stand for; a design collective based in streetwear and music scene. That creativity would take the form of a men’s collection, however, was anything but obvious.
– None of us had previously worked with fashion and really had no intention of starting a clothing brand. We felt, however, that there are many talented creators who never manages to establish itself commercially. It’s really great process to run a clothing brand. Many have artistic talent, but is less able to manage the production, marketing and sales. Since we have come to like the whole idea of the design process to continually solve problems in different parts of the production, says Fredrik Wikholm today mainly works with concept development, public relations and communications for the design and music collective.

To get started with the brand, the pilot project team Manwhore who sold T-shirts. Although it was primarily a way to learn how the production process works and to understand the industry, the reactions were strong.
– Team Manwhore hailed by radical feminists to us under them turned on gender roles while others dismissed it as a badge of revelry adolescents on Kos. For us it was rather a metaphor for everyday sacrifice. Nothing more.

Throughout UFTD’s idea is to not stop at just being clothes. Collective statement ambition is to serve as a platform for musicians, illustrators, artists and designers. For the clothes is the connection to the music and film is ever present. For example, the spring collection created a soundtrack that came with selected garments through a USB memory stick and the upcoming fall release UFTD a single, four artists have interpreted and remixed.
– It’s the way to create a background and understanding of clothes. There is no better way to convey a feeling than through music and film. Instead of it just becomes a matter of the shirt is beautiful or ugly, we want to provoke thoughts of the wearer.

UFTD’s willingness to further visualize their design language also reflects the way to present the various collections. The brand’s first collection which reached stores last year emanated example of the theme of black table tennis.
– We launched what we called ping-pong hooliganism where we made a collection of videos with a gang that got together to play black table tennis. With dim lighting and high-speed camera, we got something so uncool to look cool out. There, we took even one step further by launching a made-up Internet forums inspired by English football hooliganism where we found on different tennis gangs started a fight with each other. The idea was to give some redress to the Nordic countries. Getting table tennis seem as cool as Fight Club. We love table tennis…

Upcoming fall collection called A Play of Nonsense and is described as a high-contrast and unruly collection full of color and that clearly flirts with a hard-working man. Vida work trousers, colorful corduroy pants, rich patterns shirts and parkas in waxed cotton are just some of the collection’s elements. The inspiration is mainly taken from Salvador Dali and Lewis Carroll, who among other things wrote Alice in Wonderland.
– They had a unique ability to take everyday objects and by putting those in strange contexts create something interesting, which has been very inspiring for us. Looking at the campaign pictures we have transformed a simple guinea pigs to a flying kamikaze guinea pig just by putting it in a somewhat absurd situation, says Fredrik Wikholm.

To whom are the clothes?
– It is mainly men 25-35 years with a creative vein, often with the memory of youth constant broad occupants in mind. I think we have a more liberal approach to fashion and what is an okay outfit on the job without for that matter only becomes baggy jeans and t-shirt. Men’s fashion can easily become quite monochrome and anonymously why we always include a lot of color and pattern. Basically it’s classic garments in colorful fabrics, a more playful feel.

How to succeed in establishing itself as a long-term brand with such strong attention in the beginning?
– It is always difficult. The truth is that the key novelty for us as many in the media chooses to take note of is that we are just new to the market. This is a phase everyone who has ever tried to establish himself has gone through. We do not want to become a brand that people buy without knowing quite why, where in order to keep the long term requires an ability to demonstrate a clear and credible history. The basis is that we fill a purpose and something that customers want and that is what determines Uniforms existence.

What is it that made you so successful so quickly?
– A key was that we chose to be seen early and build a sense of something bigger, like to exhibit in Paris directly. Compared to many other brands, we did not so much width to display, but we have always been good at building up a concept. The ability to tell a story and create an interest in our whole existence is the basis of development. It was obvious that many were aware of us. We also have a unique expression, a product that we ourselves, and obviously many of us have missed.

Although they say they have put reason aside and successful blend of different styles Fredrik mean that there is a clear view of what Uniforms for the Dedicated stands for.
We can appear to be very sprawling, but it is naturally with the way we work . Our strength is that we can gather everything into a whole, both the collection, operation, creator platform, and music has a distinct theme. Daring to take the concept two steps too far, but at the same time have the ability to communicate it in an understandable way, both parts are equally important, says Fredrik.

 

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