“Hi I’m from Göteborg, and you?”
Is there a sweeter introduction to a brand than this? Transparent, friendly and proud of it’s roots. Welcome to the launch of Alex and Alexa’s brand new practical and sustainable brand, Oii.
Based on the brand’s roots in Göteborg, Sweden, the collection brings together the city’s industrial heritage, fishermen traditions and a dose of that easy-going, easy-wearing, Scandi-vibe we can’t stay away from. Oii brought Swedish illustrator Beata Boucht (previously known for her work for The New Yorker, Fendi and Levi’s) on board to create the patterns and motives donning the fabric of the premier collection.
“We fell in love with Beatas playful way of using different techniques and colours.” says Katarina Irenius, designer at Oii. “Her quirky and amiable illustrations embody what we want Oii to be – a brand guided by happiness, not quite like everyone else.”
From caps to knits, sweatshirts to the coolest of knitted skirts, the collection, although designed for SS will cover all seasons.
GO TO: alexandalexa.com
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Inspiration/Image Credits: oiidesign.se