Swedish design has long been associated with clean lines and a sparse use of embellishments. Though this still rings true for many Scandanavian brands, Atelier Saman Amel elevates this idea to another level whilst retaining a wealth of personality which makes their clothes easily identifiable despite its lack of logos.
For those unfamiliar with the small scale tailoring outfit, the brand was founded by childhood friends Saman and Dag ten years ago circa 2010. Their collective taste level and maturity belie their age — 26 and 27 — young by any measure for a successful menswear brand that can count the likes of Mr. Porter as the exclusive distributor of its lean ready-to-wear line.
We sat down for a discussion with Dag Granath to talk about their upcoming lookbook, entitled “CURATED LOOKS”, and delved headfirst into the ethos of Saman Amel as well as our predictions (or hopes, rather) for the direction of fashion in a post-coronavirus world.
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