Swedish brand Gässling introduces stylish weekend underwear for men
GässlingDec 06, 2011 07:00 EST
Swedish Gässling intrduce stylish weekend underwear for men
Brand new Swedish fashion brand Gässling makes exclusive underwear for style conscious men.
Gässling makes underwear for men who have grown tired of underwear targeted towards teenagers and are looking for something new and special. The model called ‘Fasterbo’ can best be described as a weekend underwear for men.
This week Swedish based underwear brand Gässling launched their first range. Gässling means gosling in Swedish and it is because the brand’s HQ is located in the south of Sweden, where there are lots of geese.
- We wanted to use the goose in out brand name because there are plenty of geese where we are and it is an animal with very sympathetic traits. For instance if a goose in flight gets sick or injured, two others will stay behind and keep it company until it gets better or die, says Gässling’s founder Joakim Christoffersson.
The south Swedish story continues thoughout the brand as the product models Falsterbo and Ribersborg are both named after places in the south of Sweden.
Gässling makes underwear for men who have grown tired of underwear targeted towards teenagers and are looking for something extra. The fabrics are all organic cotton and extreme attention has been payed to every detail. For instance the care instructions are printed inside to avoid an annoying tag, and the waistband is covered in fabric for ultimate comfort.
- Why should women be the only ones who can choose between everyday- and 'weekend' underwear? We wanted to take men's underwear one step further and create a more dressed look that was both good looking as well as comfortable, says Joakim Christoffersson.
The founder of Gässling is Joakim Christoffersson, industrial designer who previously have worked with product development for brands such as Unilever and Nivea, and latest as concept designer at Nokia.
To develop the design, Gässling teamed up with fashion designer Linda Vasel, from fashion brand Vasel who makes exclusive womens wear.
- We have worked with amazing designers. Linda Vasel really helped uf find our way with the products and we have also worked with local design duo Blixt & Dunder (Lightning & Thunder) to develop the graphic profile, says Joakim Christoffersson.
Gässling offers exclusive ecological underwear for men and is available for world wide shipping online from Today.
High resolution photos that can be used freely online or in print can be downloaded here (20mb zip) http://dl.dropbox.com/u/8074570/press_gassling.zip
website at www.gassling.com
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