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“The blue pyjamas look is the most exclusive”

We catch up with up and coming menswear brand Dailyroutine’s creative director after the SS18 catwalk show at Fashion Week Stockholm.

Interview Johan Magnusson

Dailyroutine’s SS18 collection is a mixture of ethnical design elements inspired by African cultures and modern Scandinavian minimalism.

How would you describe the collection?

– It’s both luxurious and modern, and offer different essential clothing for the men’s wardrobe seven days a week, founder Christian Lippich says. The look is younger and more relaxed than ever before, where I wanted the pieces to have that washed, used, and shrinkled feel.

What are the key pieces?

– We put a lot of focus on both the blazers and the shirt jackets matched with patterned trousers in a wide and loose silhouette to get that dressed up yet relaxed look.

And your own personal favourite in the collection?

– The blue pyjamas look (seen at picture no. 4 in the slideshow, ed’s note) is the most exclusive one, using fabrics from prominent Italian suppliers.

 

Dailyroutine SS18. Photography: Elena Meuller
Dailyroutine SS18. Photography: Mathias Nordgren
Dailyroutine SS18. Photography: Mathias Nordgren
Dailyroutine SS18. Photography: Mathias Nordgren