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CIFF

CIFF – NEWS

Q&A with Les Deux

Les Deux’s story begins in the Danish capital of Copenhagen, where two young men raised with different cultural backgrounds met with an idea to create a distinctive fashion brand. Together, they identified a niche in the fashion market and so in 2009, “Les Deux” was born. Read our Q&A below:

What does CIFF represent for you?

For us CIFF is the place where it all really began. We always enjoy coming here on our homefield and really represent the brand in the best way possible and in a universe, we create 100% ourselves. Denmark is our base and we want to do well here and during the many years we have been here more and more people comes back to visit the stand to see what we have come up with this season. So CIFF for us is in many ways a home for us when it comes to fashion fairs.

 

What convinceD you to come here and become part of our community?

Focusing on the Danish fashion fair scene, CIFF is for us the flagship and therefor the right place for us to be. Here we have the opportunity to speak with all the right people and there is an interesting mix of Danish and International visitors which we would like to be in contact with. After so many years most of our International agents and distributors also start to feel at home and spent all the days at the fair speaking with customers from their specific countries.

 

How are you represented in Scandinavia? How do you want to increase your visibility?

Scandinavia is for us still our strongest area where Denmark, Norway and Sweden are going very well. To increase visibility in the future we will keep working hard on different collection- and marketing initiatives. For example, more interesting collaboration will be a big focus in the future where we try to team up with brands from some of the other Scandinavian brands.

 

Tell us about your brand?

In Denmark, the brand Les Deux have proved that with not only a good idea but with passion, belief and determination it is still possible to make it in the tough world of fashion.

Les Deux’s story begins in the Danish capital of Copenhagen, where two young men raised with different cultural backgrounds met with an idea to create a distinctive fashion brand. Together, they identified a niche in the fashion market and so in 2009, “Les Deux” was born.

The French name reflects the two different backgrounds of the founding members. Additionally, it reflects the preppy and street fashions upon which the brand was founded. The two entrepreneurs decided that their fashion brand will combine the preppy fashion reminiscent of North Zealand, with the darker roots of Nørrebro, Copenhagen.

To begin with, they found a few old English patches and sewed them onto a white t-shirt. The t-shirt was then revealed to friends and family, who praised their design. This became a catalyst which fuelled the entrepreneurial duo. Now, all they had to do was sell the t-shirt to a few stores in Denmark and the brand would be born.

By the summer of 2010, Les Deux had sold almost 25,000 snapbacks, making the brand recognisable. Les Deux grew from one simple t-shirt, to now over a hundred items available in different colours. The brand is growing steadily with a presence in around 15 countries, together with their dreams and indomitable spirit fuelling their expansion.

Les Deux is a fresh, authentic brand which strikes the balance between street and smart apparel. Their range is versatile because it resonates with the inner sexuality of the individual. So, whether you’re a trimmed businessman or a fashion-conscious teenager, Les Deux’s fashion is complementary.

From the very first sketch until the final stitch, love is infused into each detail. It is this very love which makes Les Deux’s apparel timeless and tailored to every person.

 

Describe your SS19 collection?

Our SS19 collection is named L’été De L’amour which translates to the summer of love. Over 50 years ago, music, flowers and peace harmoniously combined to ignite a cultural revolution, the impact of which we can still feel today. Throughout the early 60s, a new generation was developing across the United States and as the decade continued, the hippie culture gained significant traction. At the nucleus of this youth-driven movement was the Haight-Ashbury district in San Francisco and due to growing media coverage, it radiated outwards and the Summer of Love began.

The emerging hippie culture centred around collective living, environmental consciousness, civil rights, anti-conservative politics and several other political agendas, with an alternative youth experimenting with drugs and seeking to break traditional values for carnal endeavours. Essentially the movement rejected many aspects of the long-established traditions and values which dominated the 60s, and broke free from what many of them saw as a conformist and materialistic society.

The music scene also evolved radically as this hippie “counterculture” flourished. Rock subgenres, such as psychedelic rock and The British Invasion, grew abundantly, inspired by artists such as Pink Floyd, The Beatles and The Who. As a consequence, the music gained international attention and recognition, advancing and diffusing the hippie culture worldwide.

Colours

The era of flower power was also subjected to a whole new creative domain. As technicolor emerged, design and fashion followed suit. Bright colours became more common and principally drew their inspirations from festival scenes. Due to the environmental agenda of the movement, natural and earthen colours also wove their way into designs throughout this period; we have featured reds, soft purples, light blues and dark browns in our SS19 collection, taking inspiration from the telluric palette of the 1960s.

Fabric

In the textile industry, linen was in high abundance during this period. Technically, linen is a fabric made out of vegetables, echoing the environmental awareness that resonated throughout this movement. It also worked as a good material against the Californian sun, due to its lightweight properties and loose fit. It was therefore nothing short of essential for Les Deux to adopt the material for our SS19 collection, introducing our very own linen look, inspired by the era.

Artwork

Artwork and Design also underwent significant changes during this memorable moment. Psychedelic music inspired a design of garments in a particular way, with its explosive vibrance stamped onto the patterns and colours of finished pieces; clothes were dyed in multiple colours to create abnormal shapes and prints that reflected social rebellion. It is the charming originality of hand drawn art which has encouraged us to create designs of our own, inspired by this individual creativity. Checkered apparel also seized its moment, gaining the support of the hippies as well as common folk. We know that checkered designs are a signature trend, surfacing across multiple seasons, and have therefore created our own Les Deux-enhanced check to recognise its 60s beginnings.

 

Find Les Deux in URBAN (stand B3-016)