We blogged a few days ago on Australian denim label Otto. When we spoke about the brand’s Swedish heritage what we failed to mention was the involvement of Fredrik Jonsson. Those who swore by the quaint aesthetic and sharp tailoring of Hem and Haw will recognise the name. Hem and Haw are no longer but Fredrik Jonsson, the clever designer that captured men’s dandy hearts, has returned with a new label, Malmo.
Certain ideas are carried over from his Hem & Haw days, namely the contemporary silhouette and classic fashion, but what is fresh about this new direction is the subtle design elements. I find Malmo very considered in its construction. It’s an effortless style where clandestine elements become statements themselves. A hidden tab on the underside of a shirt cuff; a functional buttonhole on a jacket sleeve. Never entirely visible but to the wearer. I guess I would sum up the collection as understated luxury, where craftmanship and attention to detail take precedent.
As you would expect, the palette suits the Malmo’s minimalist model. What you wouldn’t expect is the accessibility of each piece in terms of price. Despite being stocked in some of the country’s best boutiques Fredrik has always been very conscious of affordability with his designs and Malmo is a label where premium quality doesn’t equate to a premium cost.
