We rarely make ads.
Probably because it is so hard to come up with something not already done better by someone else. This time round, we decided to make an exception.
Our great friend and photographer, Jannick Børlum, made a small series of images of our buyers in our Paris Showroom, January of 2015. The idea was simple: instead of trying to make a lookbook for W15 with models - why not turn the lense toward the buyers?
More on this will follow, shortly - as a separate Log entry.
Turns out in the process - that we were lucky to meet these two Swedes: father and son.
The son was working as a model in Paris, the father as an interior designer. They were invited in - and offered to select a sweater or a full outfit of knits. Independently they selected the same sweater - the so-called HOMEOSTASIS sweater.
They then agreed to pose in the street, with Centre Pompidou as a backdrop.
Long story short: returning to Herning, we were browsing through the images from Paris. And this one of son and father stood out.
Sometimes, when you think you are being an original - what you are really doing is just replicating what the older generation already did. Nothing wrong in that, of course - but good to know.
We then turned this image into an ad in a Danish music magazine called Soundvenue.
The caption in Danish reads "ORIGINALE STRIKTRØJER FRA S. N. S. HERNING" - which translates into: original knitwear from Herning.
So there, we said it:
We consider ourselves manufacturers of knitwear with original origins.