This is Harald Francén. He runs Gothenburg’s most happening window-cleaning company, GBG Glasklart. When he doesn’t clean windows he hangs out with the Elvine staff and sometimes doubles as our model. He remembers the photo session where he ended up soaked in the shower.
“On that day Daniel (founder of Elvine) and Mia (photographer) burst into our apartment, waking up both me and Olof, my window-cleaning mentor. We had just fallen asleep after a heavy drinking spree and heard Daniel babbling on about how he wanted to use his friends as Elvine models. I was way too tired and weak to refuse, and all of a sudden found myself in a cold shower fully dressed. I asked for warm water, but Daniel ignored me with a silly grin on his face. In retrospect, I think the picture sums up the slogan ‘sophisticated clothes for unsophisticated behavior’ pretty good.”
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