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HEADSTART JEWELS: ENCLAVE MONARCHY & STROEM
We’re back in Aarhus, again. We’re back here but in August, for the first time. HEADSTART FASHION changes the date but not the feeling that accompanies the event. It’s Christian Chapelle and his team’s will, effort and commitment to promoting the most interesting brands in the area. It’s a meticulous work that pushes the intentions beyond the domestic confines of Denmark.
Jewels as shining as a polar aurora, some of the proposed brands leave their mark in the heart and in the eyes thanks to a talent and a care that must be recognized and applauded.
This season, FUCKING YOUNG! has chosen two of them and asked their “inventors” the usual questions.
Enclave Monarchy by Karo Kurrani strives to design and create unique clothing for men and women. Their DNA consists of a well-balanced modern aesthetics and uncompromised comfort. Based on unaltered honesty, the design is embracing contrasting characteristics in order to showcase a compatible link between classic and contemporary.
Instead, STROEM is the label by Simon Strøm. He started as a fashion blogger and his design became a huge success. STROEM is a very personal brand: the brand is Simon. He has his focus on the online marked and he is slowly starting to sell B2B. His style has edge but is still sellable. Simon believes that the customer needs to be able to identify with who they are talking, writing and buying from. This is why Simon is the main figure in most of the picture materials on the website and why he is the one to design, produce and pack the products.
Karo Kurrani, What is fashion for you?
For me, fashion is a world of aesthetics and artistry, a world of creativity and originality, a world of emotion and inspiration, and a world of sensation and passion. Fashion is very dynamic and almost everyone wants to participate in it. This is what makes the fashion world even more beautiful. Fashion is almost everything for me and I enjoy and learn from it, every single day.
What is fashion in Denmark today?
I think the Scandinavian designs and the Scandinavian lifestyle are the main characters in the Danish fashion. Fashion in Denmark represents Scandinavian style characterized by simplicity, minimalism, and functionality. If there is also an added value of designers’ creativity and craziness, it creates a fresh, new image and representation of Danish fashion.
Tell us something about ENCLAVE MONARCHY.
Enclave Monarchy is a Danish fashion brand, established in 2017. The company is created and run by 3 people: Ilva Indrikova, Michael Damgaard, and Karo Kurrani.
Enclave Monarchy strives to design and create unique clothing for men and women. Our DNA consists of well-balanced modern aesthetics and uncompromised comfort. Based on unaltered honesty, the design is embracing contrasting characteristics in order to showcase a compatible link between classic and contemporary.
Enclave Monarchy wishes to create fashion that both inspires and connects with people. A dimension of innovative designs that will encourage you to embrace your personal uniqueness.
Why take part in HEADSTART FASHION?
HEADSTART FASHION is a professional and lovely platform for the fashion industry in Denmark. HSF is created to contribute to growth, development, and cohesion in the fashion industry, as well as create relationships within the industry in Denmark and abroad. Enclave Monarchy has been part of HSF from the beginning and we feel at home there.
What does it mean to be an emerging designer?
It means that we are the new generation and the future of the fashion industry. We have to know our traditions very well and at the same time look forward into the future to be able to create and work with new ideas, original concepts and new silhouettes to push the fashion world ahead. There are a lot of challenges out there for emerging designers, but originality and uniqueness is the key to success. My personal aspiration is to someday make my mark in the fashion world and help people find their uniqueness in life.
Simon Strøm, What is fashion for you? And what is fashion in Denmark today?
Fashion for me is finding individual pieces and combining them into an outfit. For me fashion is not buying an entire outfit, already styled and then wearing that, because then everybody has good taste. For me, it’s about finding those individual pieces and styling them and that way making a very personal expression. I like finding pieces at all prices, mixing them so that I still have those exclusive pieces but combine them with some less expensive clothing. For me, fashion is not how much the piece costs, for me it’s about the expression once put together.
As for my take on fashion in Denmark? I find that the tendency for it only to be acceptable to wear high-end brands is growing. I do however understand it, because who wouldn’t want to wear YSL and GUCCI, but what is really in right now? With a GUCCI and YSL brand in your neck, you never go wrong, but it actually varies from person to person. In Denmark, we are good at standing out from the crowd and we are not afraid of showing our true selves. The Danes are a very understanding and openminded people which is why you can find many different types of styles. This is why it’s difficult to name a specific trend that is really in right now.
Tell us something about STROEM.
STROEM is a fashion brand by me, Simon Strøm. I started as a fashion blogger and my designs became a huge success. STROEM is a very personal brand. I have my focus on the online market, but I am slowly starting to sell B2B. My styles have edge but are still sellable. Online, I have built a world of inspiration. The customers are inspired by amazing pictures, videos, and blog posts.
STROEM is not just another brand, I am the brand, and I believe that the customer needs to be able to identify with who they are talking, writing and buying from. This is why I am the main figure in most of the picture materials on the website and why I am the one who designs, produces and packs the products.
Why to take part in HEADSTART FASHION?
I took part in HEADSTART FASHION because I wanted to connect to the public and make new contacts. I want my designs and my company to reach even more people, which I something HEADSTART FASHION can help me with. As I mentioned I focus on the online marked but as the demand for my designs grows I’ve started to make my way into the b2b market. For this reason, I will be going to more shows and fashion fairs where I will be focusing more on the different stores than I have before. I feel like STROEM is finally ready to lay in stores instead of only online.
What does it mean to be an emerging designer?
I love my job. I love working with something that I love and something that I am passionate about but as amazing as it is, it is also a very difficult and hard job. I’ve fought for many years to establish a functioning and healthy company and it can take a very long time to get noticed. I’ve been very focused on my online concept and having a good web-shop that generates sales every day. I’ve tried to make my concept very personal because I think that is the best way to connect to the customers. This way I build a relationship with the customers and the costumers trust me and my brand because I have a very personal connection to the company.
I don’t see STROEM as a brand, because to me STROEM is so much more. It is an online universe with inspiring content and amazing products at an affordable price.
I love the freedom of being my own boss and only having to answer to myself. So far it has been amazing to be able to be so creative and being able to create something that I have always dreamt of. You only live once and I want to make something of myself and I want to be remembered. I have always felt like I have a knowledge of fashion and I wanted to pass that on to other people. That’s why I started STROEM.
There are upsides and downsides to having your own company. You are responsible for everything and you are always the one who must make the decisions. You invest a lot of money in your project and you do not get the guarantees as you would if you took an education. It puts a very big pressure on you, both physically and mentally because if you don’t get up in the morning, things will not get done and your business will not move forward.
It’s the first thing you think about in the morning and your last thought at night before you close your eyes.
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