Swedish summer is the best day of the year
This spring we celebrate the wait. People in puffers in March shivering in wind protected corners soaking the first sun, pretending it’s warm. Faces glued to the screen for the weather forecast, an endless wait for the weather.
Stockholm is about us far to the north as Anchorage, Alaska. During summer, the sun moves to the side rather than up and down. Half the day is sunset, half is sunrise. Never really dark.
Time is also different here. We wait for months, but for one or a few days each summer, time stops and a whole life is lived in one day. This collection is about that day, and the long wait to get there.
The collection is crafted with our signature ecological- and biodegradable Havana pattern as a foundation along with earthy tones of brown, yellow, dark green and black. Timeless and understated. A highlight addition to the collection is the new ”JET” frame - a 70s inspired aviator frame. Orange, yellow and blue lenses compliment the collection to bright up the cloudiest of days.
Images by Annika Berglund and Monokel co-founder Robert Sandgren. Most photos are from the local beach a few km from our workshop in the archipelago, with some additional images from a Värmland roadtrip. The campaign features frineds Alma, Anton, Mengly, Lovisa, Ryoma, Mark, Johanna, our dog Alma and our cat Bo.
