Hunkydory re-emerges under new direction AW20

With a new designer and a strong autumn collection, focusing on responsible fashion, Hunkydory will re-emerge in August 2020. It is a long-awaited new start, which is welcomed by both loyal customers and retailers. 

Odd Molly, who is relaunching Hunkydory this fall, has chosen to clearly separate Hunkydory from its other designs. It is the designer Charlotte Simonsbacka who signs the autumn's collection. Simonsbacka has previously worked at Nina Ricci and Plein Sud in Paris. She has also worked as a designer in the Swedish market for well-known brands. 

The AW20 collection retains the best characteristics of Hunkydory’s past design, a bohemian rock-chic fashion that matches well with Simonsbackas's personal style. 

- I've always loved Hunkydory. Managing such a fine brand is both exciting and fun. My style and silhouette are like stepping right into Hunkydory's DNA, says Charlotte Simonsbacka. 

In keeping with the brand’s earlier design concepts, the pieces incorporate the elements of leather, knitwear and classic tailored models throughout the new autumn collection — in an updated and modern fashion. 

The collection is long-awaited by Hunkydory's loyal customers as well as the retailers since Hunkydory was sold by 400 retailers located in 10 different markets in 2017. Sales to retailers will start in February and March 2020. The products will arrive in stores in August 2020, right in time for the autumn season.

Odd Molly's CEO Jennie Högstedt Björk sees great potential for the brand's re-launch. 

- Hunkydory has a clear style and position in the market by being careful with all the cuts, material choices and details that customers have asked for. Iconic garments that last for a long time are more relevant than ever, and we work with our concept of "The Lasting Contemporary", says CEO Jennie Högstedt Björk. 

A major focus for Hunkydory is responsibility, where the brand is investing in highquality materials for the products to be used season after season. Careful considerations will be made throughout the design, production and distribution process in order to be a conscious fashion brand. 

The collection will be available through e-commerce and select retailers in several markets. Scandinavian wholesale distribution will be managed by the existing sales organization, strengthened by Evelina Thorell, who has been recruited from Tiger of Sweden. The product launch will be displayed from the showroom in central Stockholm. International distribution partners are MAB in Germany, Austria and Switzerland and Edwards Import in Australia and New Zealand.

International press:
Marielle Pantzar, marielle.pantzar@hunkydory.com
Tel: +46 (0) 761 40 50 80
Kornhamnstorg 6, 111 27 Stockholm, Sweden