Didriksons celebrates 110 years of making jackets in their Autumn/Winter 2023 campaign “Welcome to our hoods”

This autumn marks the 110-year anniversary of the Swedish jacket brand Didriksons, and their AW23 collection is the result of more than a century of making jackets. Continuing to build their heritage that began on the Swedish west coast, they are still creating jackets to protect people from harsh weather, without losing sight of design, fit, and comfort. The Autumn/Winter campaign “Welcome to our hoods” pays tribute to their origin in coastal surroundings and takes place in Lofoten on the Norwegian coast.

The new autumn collection is based on a layering story, from cosy piles and shell jackets to parkas made for weather conditions with extreme cold. As always, Didriksons is inspired by the coastal nature and let the colours of the collection play around a palette of soft hues. The design team has leveled up their innovation with the purpose to make long-living silhouettes and choose production processes that reduce the use of water. Hence, many of the jackets are made of recycled materials and dyed using water-saving techniques. The padding is 75–100% recycled and, as always, free of animal-derived materials. To withstand the everyday needs in rough Nordic coastal weather of the cold, wet, and windy season, a majority of the jackets are also 100% waterproof and windproof.

– We want to constantly improve our designs and materials both for the sake of the jacket wearer and for the environment. The most important part of our design strategy is to make jackets that stand the test of time and can be worn longer, with the ambition for them to be used on as many different occasions as possible. We are always choosing ways to produce our jackets that strive for a healthy nature now and for future generations, says Per Odqvist, Head of Product, at Didriksons.

– The name of the campaign, “Welcome to our hoods”, naturally refers to the hoods of our jackets, keeping you safe and warm through the Nordic autumn and winter. But it also connects to the heritage of our original “hoods”: the rugged coast where Didriksons was founded 110 years ago. It is an invitation, if only in spirit, to experience the magical coastlines where we still find our inspiration and purpose, more than a century after our first jacket was made. This time we went to one of the world’s most dramatic and beautiful places, Lofoten in Norway, to capture the beauty and dramatic scenery of the coast at its best, says Marc Eastmond, Creative Director, at Didriksons.

Photographer and director: Andreas Lind, Cameralink

Didriksons’ AW23 collection will be available online and in stores starting July/August 2023.