THE SWEDISH RAINCOAT BRAND WHICH IS TAKING OVER THE WORLD
Back in April 2013 I first spoke to Alexander Stutterheim. At the time he was envisioning the restoration of the once grand raincoat from a wooden office in Stockholm, in-between battles with melancholy and his accountant.
Whilst these battles might still rage on, Stutterheim Raincoats has since developed from a nostalgic passion into a global landmark weather-wear brand. Birthed from a purified philosophy of small-scale production and hand-signed garments, Stutterheim has since battled against the cash-cow demons of the fashion industry whilst being propelled into rapid expansion.
Despite this, Stutterheim and Alexander have battled on and fought the weather-wear corner and today we see a maturing brand with potential to offset some of the most elaborate on the market today.
From high-profile stockists in New York to exclusive presentations in London, all the way to a collaborative coat with Shawn Carter AKA Jay-Z, Stutterheim has become more than a successful outerwear brand but also an important reminder of the true power of real passion in creative direction.
The growth of a brand built on real values, workmanship and genuine industry affection is something we might see too little of in a modern fashion environment.
The release of the 2014 Lookbook signifies not levels of wealth or opulence, but a monumental stage within the company’s growth, maturity and accomplishment – an understated checkpoint in the journey of the Stutterheim storyboard.