The Local Firm SS 2011 STOCKHOLM FASHION WEEK

The Local Firm belongs to that uber cool members club only part of Swedish fashion together with denim-turned-high-fashion juggernaut that is ACNE, Minimarket, and in many ways also Cheap Monday.
Worshipped by fashionistas on a global scale the brands fan base ranges from design obsessed bloggers to seriously cool senior fashion editors.

This season the brand moved away from the knits and darker palette of A/W  for an Architecture / Bauhaus inspired collection, in various shades of greys and contrasting materials, clean lines and fashion nerd detailing

Following ACNE’s lead the brand is now moving away from it’s denim roots for summer by combining a range of sporty materials and cuts that seem less hipster, and much more of like a glimpse of what the fashion gods have prepared  for us in this new decade.

The label has cleverly interpreted the 90s revival and incorporated its design aesthetics very naturally.
Think 90’s Calvin Klein or Courtney Love had she stayed of drugs.
Minimal, grungy without fuss and sexy.

Fernando Torres