Sunflower is based in Copenhagen and was listed as one of the best emerging Scandinavian brands to watch back in March, when the Ulrik Pedersen-founded company had presented two collections. The label prides itself on “nailing the pieces,” as Pedersen says in a press release, and for SS20 Sunflower delivers a selection of updated classics and perfected staples. Pedersen also referenced Wim Wenders’ 1984 film Paris, Texas when discussing the collection.
Born out of frustration towards the menswear industry’s forever-changing seasonal fashion trends, Sunflower rewrites the textbook and instead provides “a contemporary wardrobe balancing understated intelligent design with a respect for tailoring traditions.”
“Neon Country” is made up of relaxed tailoring and laid-back staples, such as the washed-out blue high waisted jeans and the beige three-button suit blazer. Standout pieces from the SS20 collection include the handmade Italian cowboy boots produced in collaboration with the heritage footwear company Buttero — appearing in yellow, brown and black to channel the “Neon Country” aesthetic — as well as the soft neon green suit pants and the draping white shirt.
Speaking on the SS20 collection, Sunflower founder Ulrik Pedersen says, “If I’m honest, I struggle more with Spring/Summer collections. For me personally, the ideal summer look is a pair of worn-out jeans, ripped long-sleeve t-shirt and a three-button suit jacket. It’s got to look right but that’s hardly a manifesto. So with the collection we really focused on nailing the pieces: the handmade Italian cowboy boots, the jacket hanging just right, you know what I mean. In the studio, we worked a lot with suits in laidback shapes, shirts shiny and drapey — worn together or with a pair of jeans, and a flash of neon color, Paris, Texas-style.”
Take a closer look at Sunflower’s third Copenhagen Fashion Week runway presentation above and find out more about the emerging label on its website.
In case you missed it, check out HYPEBEAST’s Streetsnaps with sustainable designer Emily Bode.