Elvine launches the concept of the locally inspired City Jacket

By

Bruno Joly

Published
Jan 20, 2015

After Shanghai this spring, it was Reykjavik's turn to inspire Elvine for its second city jacket. The Swedish brand has decided, to spice up every season, to create a jacket in a city with the help of a group of artists and designers. Thus, for the first winter with this concept, the Icelandic capital gave birth to an ultra functional parka (waterproof, blizzard-proof, etc.) with patterns recalling volcanic eruptions and ice.

"We aren't the great outdoors, we are urban," says Elvine. But to widen its distribution and highlight its Icelandic model, the Swedish brand, distributed in France by JV Fashion, the structure from Jérôme Tordjmann, will participate in its first Sport Achat, the sport trade fair in Lyon, in March.

A week ago it participated in its first Pitti trade fair. It used to participate in Bread & Butter. "Before, we didn't do many trade fairs but now we look for those in our arena and do seven with [in addition to Sport Achat] Jacket Required, Scoop, Pitti, Premium, Ciff in Copenhagen and Mode Fabriek," said Mattias Edenholm, export director of Elvine, who, with a philosophic air said that he didn't know how Berlin would fare with the cancellation of Bread & Butter but that around 80% of the visitors to his stand at its location at Premium are German.