Dailyroutine presented their first collection at Fashion Week Stockholm in 2016 and have quickly become the new name to know in Swedish menswear. They describe themselves as an urban menswear brand focused on tailoring. For the low down on what’s happening for SS18, we asked Dailyroutine’s creative director Christian Lippich to describe the collection.
“There’s a clear focus on patterns and layering. There’s an interesting mix of luxury fashion versus casual tailoring. Patterned suits and shirts with an undertone of technical sportswear are mixed with linen shirts and stylish cotton basics. Our must-have this season is an oversized coat, the perfect piece to update your wardrobe.”
As for the future: “We’ve had a lot of great responses on the collection and the brand from some of the most important buyers, press, influencers and customers. We’re aiming to be the next big international menswear success and from January Dailyroutine will be stocked at NK Herr, NK Trend and online at manofakind.se”.
