Press release -
Didriksons Honeysuckle Collection celebrates its heritage
– Bohuslän’s provincial flower becomes a limited-edition print in the autumn collection
Honeysuckle – that’s the name of the limited-edition autumn collection that bears Didriksons’s hundred-year heritage in every thread of its garments. Inspired by the landscape around Grundsund, the Swedish jacket manufacturer has designed a print featuring Bohuslän’s provincial flower, the honeysuckle. The print can be seen not least in the lining of the Elvy coat and Eira jacket, while the Iselin jacket is designed with the flower motif throughout the garment.
“The coastal landscape around Grundsund set the tone for Didriksons more than a century ago and it is also home to the beautiful honeysuckle. This collection is an homage to both our origins and the Bohuslän provincial flower,” says Emma Gudmundsson, the designer behind the Honeysuckle Collection.
Didriksons was founded by husband and wife team Julius and Hanna Didrikson in the small fishing hamlet of Grundsund in 1913. Julius was the innovator and Hanna the entrepreneur. Their business idea was simple and closely tailored to their environment: the garments had to protect the local fishermen from the harsh conditions of the North Sea, at the same time as they had to be functional and comfortable to wear. More than a century later the tough coastal weather conditions still dictate design at Didriksons – as does the natural beauty of the Bohuslän coast. In a tribute to the company’s origins, the local honeysuckle now takes centre stage as a symbol of the rich Didriksons heritage.
Floral patterns were this spring’s big trend and the demand for floral designs continues into the autumn collections. Didriksons is therefore launching a limited collection that highlights flowers, specifically the beautiful honeysuckle. The collection is being launched on all European markets and the USA.
“The coat with its tie-belt that accentuates the waistline continues to characterise this year’s design language. In this autumn’s Honeysuckle Collection it appears in the form of Elvy, an elegant beige coat with a subtle honeysuckle print on the lining. The coat appeals to the modern urban woman looking for a stylish and functional coat with that little extra,” says Emma Gudmundsson.
True to form, the design philosophy behind Honeysuckle is characterised by Didriksons’s renowned focus on functionality. With this limited-edition collection the Swedish jacket manufacturer also demonstrates its considerable flair for fashion and design, reaffirming its brand promise as The Swedish Jacket Brand.
Facts, Honeysuckle Collection
The limited-edition Honeysuckle Collection originates in a floral pattern developed together with designer Emma Gudmundsson. The pattern was first painted in watercolour, then scanned in using a computer program and applied to the garments. The pattern obtains its inspiration from the honeysuckle, an attractive pink flower highly appreciated for its heady fragrance. It grows plentifully along the Swedish west coast’s treeless cliffs, hence its designation as Bohuslän’s provincial flower.
Materials
The outer fabric of the Iselin jacket is made of 100% recycled polyester, while the Elvy outer fabric consists of 78% recycled polyester and 22% ecologically cultivated cotton. Didriksons never uses down or other animal-sourced materials, so the padding in both Iselin and Elvy is entirely down-free.
Prices
Elvy: 450 EUR
Iselin: 250 EUR
Eira: 160 EUR
Topics
- Lifestyle, Fashion, Leisure
Categories
- product news
Didriksons was founded in 1913 in the Swedish archipelago by Julius and Hanna Didrikson, with the vision to keep fishermen dry and warm. Over a century later, the company is one of Scandinavia’s leading brands for jackets, making garments for the whole family. Didriksons is present in 25 countries with their own e-commerce in 19 countries. The company is owned by Adelis Equity and has its head office in Borås, the Swedish city of textiles.
