Introducing the latest British brand to emerge from our fruitful lands, with a debut collection titled ‘The Winter Projects’, the Scandinavian inspired label Halvø Shores.
You’d have to be blind if you couldn’t notice the impact that Scandinavian streetwear-come-menswear has had on the UK since the early success of brands such as Norse Projects, Wood Wood and more recently Libertine Libertine. So, it makes sense that the upstart brands, taking influence from what is around them, are drawing inspiration from the Scandi trend setters, however it’s not so common to find them actively voicing it. Halvø Shores are doing just that; not only are they humbly tipping their hats to the Scandinavians, but including the Danish language in half of their name (Halvø, pronounced Halv-a, is Danish for peninsula), proudly mixing the Scandi with the Brit from the outset.
This debut collection is a concise offering, featuring two different hand printed t-shirt styles, a sweater, a bespoke windbreaker and a beanie, each available in two colour options and inspired by the Bohemian Waxwing – a Scandinavian bird that visits the UK in Winter time. Although the Bohemian Waxwing is cited as an inspiration for this collection and not the brand as a whole, I wouldn’t be surprised to see it being used again further down the line, with it’s hyper relevance to the brand’s ethos.
Branding is kept clean and to the point, with the designs following suit. The beanie has to be the most expressive item in the collection, showing the most character with it’s rustic approach to branding in the form of a circular Italian leather patch. Unfortunately the windbreaker, iPhone and iPad cases included in the collection aren’t on show in the lookbook.
The brand and collection as a whole, as well as this lookbook and that epic beard, all have a very Scandinavian fishing village vibe, but seem to still maintain a lot of the aesthetics and feel commonly found in the higher streetwear circles of the UK. It’s definitely a well thought out and impressive start and we’re looking forward to seeing what comes from this camp in the near future.