Get to know ADNYM
Just a block away from our own office at Södermalm in Stockholm, the founders behind the fashion brand ADNYM ATELIER have their office space. The atelier has an open and airy feel and the raw cement walls, with inspiring mood images, create a strong contrast to the interior that have a more oriental vibe. Hard Scandinavian minimalism meets soft diversity from the Middle East. Completely in line with the brand concept. We were invited over coffee with Co-founder, Frippe Persson, to talk about integrity, denim, sustainability and the future.
ADNYM is an acronym of the words Anonymous Dystopia, and is the very core of our entire concept, says Frippe. The ability to be anonymous in a society where the environment today is so extremely extroverted. We design timeless, high quality, gender-neutral fashion for people with strong integrity and a grounded mind.
Beirut and the civil war, that between 1975-1990 divided the city due to religious and political disagreements, is a big source of inspiration. What separated the city was a lush forest that grew through the war-damaged areas. This came to be a neutral zone for those with a strong integrity who didn’t want to belong to either side. You could say that they were forced upon anonymity in a dystopian environment.
Frippe and co-founder Johni Tadi met and got to know each other through various customer events they were attending with their former brand employees, and after a while they decided to start a business of their own. Since both have a strong background within the denim industry, it fell naturally to create a denim brand and build a collection around that main core. To be able to take the product from the drawing board to reality, Stefan Söderberg also came into the picture. He Co-founded the fashion brand HOPE and was for many years responsible for ACNE JEANS. He joined the team as a designer and helped develop ADNYM’s DNA. The first collection launched in 2016, and of course APLACE was one of the first stores to take on the brand. You guys were one of the four customers who placed orders on our first collection and enabled us to fully invest in ADNYM, says Frippe.
Looking ahead, Frippe believes that the expression of denim needs to be renewed and further explored, as “gender neutral clothing” is getting more common and sustainable thinking is a must these days. However, for ADNYM it’s always been a matter of course to create timeless and relevant quality clothing for people and not gender. And the same goes for sustainable production, as they mainly use organic materials and recycled polyester in their collections. It should always be quality over quantity, Frippe adds. Even the mindset of consumption should change to a more “Need to” than “Nice to” mentality.
When we ask where ADNYM is in 10 years time, Frippe responds to hopefully have further expansion on the international market. It may take a long time to hit that goal, but that’s okay he adds. The most important thing is to keep your passion for work and always be true to the company’s core values.
Photo: Kristian Rajnai
