Norwegian Siv Støldal are the next in our series of Scandinavian men’s designers.
What is the story behind the brand Siv Støldal?
After some time at universities in Norway, I made a three-year internship at a Norwegian tailor who led a journeyman’s certificate in men’s tailoring. Then I moved to London and did an MA at Saint Martins in men’s fashion.
Since then I have designed, produced and sold twelve collections and has had shows in both London and Paris in recent years. I have also done a project with Fred Perry, which was launched in early November. It consisted of six different garments produced in a limited edition and sold in only three months.
I live and work in East London and has a large, nice studio which I share with designer Michelle Lowe Holder. We rent an entire floor of a building and rent out space to other designers and artists.
What is your vision and goals regarding your fashion creativity?
I can be inspired by everyday people, people that I see around me in Norway or in London. There may be strangers, or friends and family. I always look at how people wear their clothes and my curiosity makes me sign it wherever I am.
My spring collection was inspired by how we categorize clothes in groups that define how they should be used. I was curious how sportswear differed from classic casual clothing for men. My research consisted of sports pages in English and Norwegian newspapers, collected together in one week, and then I made digital prints from these images.
To my surprise, I found that football shirts often have an unorthodox and radical cutting to be men’s fashion. Complex curved seams and hidden pockets Airtex. These details I introduced then checked shirts, knits and baseball jackets.
I then discussed the collection of Thom Murphy, the stylist that I have used the last three years. From pictures of canoes with life jackets came the idea to have inflatable vests and shirts.
How do you think that men’s fashion will evolve over the next three years?
I think it will be more idea-based, and that the clothes will be sold in a different way. More that a person understands and recognizes the thinking when it sees a garment. People have told me that they have seen similarities between my clothes and anything that has triggered their sense of humor or reminded them of something special. It was as they were introduced to my notice.
What brand / designer, if anything, would you like to do a collaboration with?
I’d be happy if I continued to grow and expand my ideas and my business and at the same time be able to keep me independent and be the one who takes the final decision. On the other hand, I love the exchange of knowledge that occurs in close collaboration with other creative individuals and companies. It is something that I would want to do in the future.
What three pieces should be mandatory in every man’s wardrobe?
My advice is to look both forward and backward in time, and let it reflect in your closet. Pick up a few clothes from new designers and take a look at your father’s or grandfather’s closet. Just the clothes say a lot about yourself as well, who you are and where you come from.
Which Scandinavian men’s designer do you think we should interview next? Why them?
I would like to recommend Peter Jensen and Ann-Sofie Back. I went to Saint Martins with both of them and Peter made men’s clothes then. Ann-Sofie has just branched out from his damklädesmärke order to include menswear.
In Scandinavia sold Siv Støldals clothes sold at Beneath in Stockholm, Wood and Pede og Stoffer in Copenhagen and on Boudin in Reykjavik. On the Internet you can find some on the Concept 10.
See a slideshow of Siv Støldals clothes here!