DIEMONDE’s ‘Made in Sweden’ tagline is both a reference to their clothes, the brand’s immigrant founder and staff, and the community they support. SFW AW20 mfashionweek
, and have been following as Creative Director Angelo da Silveira has taken the label from a just another small urbanwear brand, to a brand at the forefront of inclusivity, sustainability and local production in Stockholm.
DIEMONDE is still only a small production, but its values are big, and Angelo’s ‘Made in Sweden’ moniker is the perfect way to sum up what the brand is and does. Basing the autumn/winter collection on streetwear with Scandi minimalism as its base, the pieces are well made, simple and trans-seasonal. The focus here is less on what the pieces are, but more about how they have been manufactured - Angelo has setup a factory that specialises in small batch, eco-friendly production called, which he plans to open up to local, like-minded designers who want to create their collection in Sweden, and in a sustainable manner.
The brand’s classic boxy jacket, is reimagined in orange wool, grey plaid and deadstock fabric from an old upholstery brand. The vests come in black and pinstripe, the trousers are straight legged and flattering for both men and women, the collection is easy for anyone to wear. This is the central point behind DIEMONDE, to be accessible.We strive to create a common ground, designed to inspire the youth to be brave, disruptive, and powerful.
Would I have liked to see more of the clothes, and less of the concept? Yes, with ‘attention to detail’ being one of the brand’s core principles, I was looking forward to seeing this. But, I appreciate the message behind the campaign, and am looking forward to seeing how DIEMONDE and Fugeetex progress.
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