Article
DELICATE DANISH JEANS BRAND ENTERS THE FASHION SCENE
Brands of Scandinavia A / S is set to launch Cph MUSE – a brand with four collections a year , seven fits , high level of details and a Nordic style , says Brand Manager , Marlene de Jong .
BY HELLE MATHIESEN
The Danish fashion house Brands of Scandinavia A / S , the company behind Freequent , is launching a new high-level jeans brand at the European fashion scene in January and February 2017 . First stop on the new adventure is Panorama in Berlin , followed by Modefabriek in Amsterdam , Pure in London and CIFF in Copenhagen . - It ’ s always been on the cards that we would manage more than one brand – hence the name Brands of Scandinavia , says Brand Manager at Cph MUSE , Marlene de Jong and continues – the time is ripe to add another brand to our portfolio . Freequent is seeing stable growth and since the beginning eight years ago we have built a strong foundation for new activities . In addition , we are seeing very strong demand for high quality jeans and that ’ s an area , we ’ re committed to specializing in , says Marlene de Jong , who graduated in Paris , where she ’ s lived for eight years . After that , she spent a number of years in China , where she led a design and production office for Italian and French fashion customers . With her solid background , Marlene de Jong possesses creative qualities and excellent product knowledge , including the art of creating the right fit .
Fit is crucial - Designing jeans requires technical knowledge , knowhow about design , material knowledge and much more . If a pair of jeans doesn ’ t fit well , it isn ’ t worth much no matter how cool it looks . For that reason , we have designed seven named fits , which come in sizes 26-34 with multiple lengths . We have eliminated a number of problems that you can expect to experience in the early stages of an activity by using a wide-ranging focus group . Actually several women reported back that the jeans fit as if they were tailor made , says Marlene de Jong . Each of the seven fits comes in multiple styles with varying level of details , wash styles and fabrics , including bi-stretch .
The small details - We are focusing on the “ extra ” – the exclusive trim , high-quality fabrics , new finishes . Cph MUSE is gorgeous all the way through – down to the very last detail such as our labelling , which consists of four different materials mixed with a light string and a charm that can be turned into a neat , little bracelet , says the dedicated Brand Manager . The collection is divided into three groups : Jeans , Causal and Casual Suiting .
Muses and Copenhagen The logo incorporates elements from a Celtic symbol that symbolizes inspiring muses . Cph refers to Copenhagen and the Nordic universe , because the style is simple and Scandinavian in spite of the high level of details . Cph MUSE releases four collections a year and the jeans are designed with a range that makes the brand a perfect fit for the entire European market . First collection is for the AW17 season .
36 | ISSUE NO 01 JANUARY 2017 | MODEBRANCHEN .