PREVIEW BRANDPAGE | ELVINE
Curious about the participants of PREVIEW MEN and WOMEN? You can now read more information about the brands taking part in the event on their dedicated brand pages!
ABOUT ELVINE
ELVINE was founded in 2001 by Swedish street artist Daniel Mänd. He named the company ELVINE in honor of his grandmother, Elvine Mänd, a strict seamstress from Estonia who fled to Sweden’s second city, Gothenburg, in the 1950s. Her creative grandson inherited her passion for craftsmanship, genuine quality, and a keen eye for detail.
Growing up on the streets of the Kortedala suburb, Daniel wanted to create something that came entirely from himself and the raw street culture of Gothenburg, while still being made in the tradition of his grandmother.
Thus, ELVINE was born. Since then, the brand has offered casual, no-nonsense clothing with a clever touch and excellent fit for relaxed city living. In other words: refined clothing for unrefined behavior—better suited for the sidewalk than the catwalk.
Gothenburg as Inspiration
The port city of Gothenburg forms the heart and soul of ELVINE. The brand draws inspiration from the city’s pleasant atmosphere: a relaxed and friendly attitude, combined with a strong sense of humor and a playful approach.
With a heritage deeply rooted in a modest working-class culture, ELVINE takes pride in creating stylish yet affordable collections for all kinds of people and most situations.
Last but not least, Gothenburg is known for heavy rain and strong winds. This has greatly influenced ELVINE, particularly its focus on designing stylish jackets with functional features. Simply put, ELVINE makes jackets for a wearable life in Gothenburg and other cities.
Specialist in Jackets
From the moment ELVINE launched its first jacket, the brand became associated with high-quality outerwear. This was not a deliberate choice, but living in a city where it can pour and blow one moment, and the sun shines the next only to return to rain an hour later, made functional jackets for a smart urban lifestyle an obvious centerpiece of the collection.
ELVINE invests significant time and energy into research and development when designing and producing jackets. Great attention is given to discovering new, interesting fabrics, fillings, and other materials, as well as clever details, fits, and techniques to continually develop new, relevant jackets. Because ELVINE has worked with the same suppliers and factories since the beginning, they are well-known and share the same core values regarding working conditions, animal welfare, environmental responsibilities, and other important ethical issues.
Collaborations with Creative Partners
ELVINE regularly collaborates with friends and other talented individuals, such as the well-known street artist Ekta, who designed t-shirt prints, and Ollio, who created a stunning mural in the Stockholm store. ELVINE has also listened to creatives in Shanghai, Reykjavik, and Tokyo to develop the ultimate functional jackets for their specific cities.
Curious about the brand ELVINE?
Discover the latest collection from ELVINE during PREVIEW MEN – 05.01.26 and PREVIEW WOMEN – 12.01.26
Click the button below to visit the brand page for more information, including contact details, lookbooks, and media.
CHECK OUT BRANDPAGE BRANDLIST PREVIEW MEN BRANDLIST PREVIEW WOMEN
