Inspired and perhaps forced by the harsh climate of the Swedish West Coast, fashion brand Elvine teams up with rainwear specialists Grundéns to produce professional raincoats redesigned for everyday city slickers.
The West Coast of Sweden is distinguished by its rocky coast, an archipelago of 8,000 islands, and its many fishing villages. It’s also a region with foul weather and the highest rainfall in Sweden. These conditions made it the perfect breeding ground for Grundéns, which was founded there by Carl A. Grundén in 1911. The son of a fisherman, he set out to produce the world’s best rain and fishing gear.
In the 1950s, Grundéns began using PVC-coated fabrics, which is still the leading fabric worldwide for professional rainwear. As a result of the continued high standard of Grundéns rainwear, professional fishermen, sailors, and craftsmen all over the world have become close friends with the brand, including America’s Cup crew members, and the extreme crab fishers portrayed in the documentary television series Deadliest Catch.
Grundéns’ newest friend is fashion brand Elvine, whose founder Daniel Mänd, the grandson of a seamstress, has also been inspired by the local conditions of Western Sweden. Elvine started out of Daniel’s own need for streetwear that was stylish and comfortable, yet functional in the rough coastal climate. The decision to contact Grundéns regarding a collaboration came out of a similar personal need.
“We wanted to collaborate with Grundéns simply because they make the best rain jackets in the world,” says Daniel Mänd, “and since it rains a lot here, I’ve always wanted to design a classic raincoat that I would want to wear myself.”
The collaboration combines Elvine’s trademark design and fit with Grundéns’ know-how and high quality production. The first Elvine x Grundéns raincoats come in two original styles in the Swedish colours named after islands in the Gothenburg archipelago – a longer version in blue called Öckerö and a shorter version in yellow called Styrsö. The PVC coated materials as well as the high-frequency welded seams are 100% wind and waterproof. Both raincoats have waterproof pockets and cotton inner lining.
“The initial response from our agents and distributors has been great, so hopefully we can continue our collaboration with Grundéns and release more raincoats together in the future”, says Daniel Mänd.
The first Elvine x Grundéns raincoats will be available in stores in January 2013.
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— Press package with press release & high-res images (42 MB)
— Press release (19 KB)