L’Homme Rouge has unveiled its latest — and last — collection, for the Fall/Winter 2019 season. The collection is called “conversations” and aims to tell a story between generations. Showcased via a video lookbook, we decided to speak to the founders behind the brand to see why they decided to stop just as its star was rising, it was only in March that we listed L’Homme Rouge as one of the top five Scandinavian brands to watch. Read below to see why the brand decided to stop and watch the video above.
Why did you decide to stop now?
Lately we’ve been feeling that we need more space to create and the current retail climate has honestly been quite suffocating. We need to see things more clearly. It’s quite hard being on the retail treadmill, making collection after collection. When renewing our profile and taking this sustainable direction with the brand we realized that the current development just won’t add up, we need longevity in our consumption and especially within retail.
Is it bittersweet stopping as the brand was on the rise?
Well, obviously in some sense but we need purpose to thrive as people. I’m sure we’ll find peace of mind and a more fulfilling way of dealing with things once we have some distance to everything.
What did you want to achieve with this final collection?
If anyone wants to stay relevant there’s no longer room to compromise. We need to increase the lifespan of garments and minimize our environmental impact when producing new products. We realized we could set an example for the industry. This is why we made the required changes that bigger companies aim to do in ten years in just a few months – to show people that it can be done!
The last collection is called “Conversations” and the campaign video manifests the need to start this important dialogue.
Would you ever re-launch LHR?
Letting go is an important part of the process right now, but there’s still so much more to explore with L’HOMME ROUGE. The brand will stay alive but act more as a creative studio for meaningful projects and collaborations for now. I don’t see us doing full clothing collections again any time soon but to be honest, only time will tell.
What are you going to do now?
We’re all heading down different paths; our designer Jonatan Härngren will launch his own accessory brand in a few weeks and I’m going away for a few months. The studio and store space will be waiting for us when we get back so, until then it’s all a blank canvas.
In other news, here’s everything dropping at Palace this week.