The next Copenhagen fashion week is in early February, and I am hearing rumors that some of the usual visitors are considering not going. There could be so many reasons for that, like economy or how there are nearly identical fashion fairs in pretty much every capital in Europe, with many repeat exhibitors. If you want the customers you need to stand out and offer something they cannot find anywhere else. It doesn't have to be flashy so long as it is inspiring, original and maybe comes with a story.
I passed this window the other day, it is located in a side street to the pedestrian area next to a bar, and there is no shop behind it, it is just a display. Over time I have seen quite a few window displays there, but this one was different. I recognised the little guy from a flea market last year, where I fell in love with him (here he is, vintage mannequins are a not so secret love of mine, always crazy cool and individual). As I approached I read the sign and that was it: I was sold. Andersen & Andersen is a small company making and selling only this one sailors sweater, it is unisex, comes in four colors and ...it is made in Denmark. How cool is that? The window is a "link" to the web page, with an option to buy the sweater online and have it shipped worldwide.
This window also proves my point that advertising don't have to be loud, ugly and condescending to work. If we started to produce more locally, I bet we would have the numbers in fashion fair visitors climbing in no time.
(sign reads:) The worlds best sailors sweater is knitted in Denmark. 100% pure new wool. Unisex. Can be worn both backwards and forwards. Pearl stitched. Strong and durable texture. Navy Blue, Hunting Green, Off White and Black. Online. Selected stores. Suggested retail 1200 crowns. www.andersen-andersen.com (+list of sales points, nicely picked).
I am on a permanent lookout for quality items made in Denmark, but they are getting increasingly harder to come by. In the "Cph links" section there is a small list that I am hoping to expand over time. The way I see it there is nothing sexier or more sustainable than in-sourcing. Go Andersen & Andersen!