af klercker lookbook aw14
TRANSCRIPT
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A Passion for style passed through generations
LOOKBOOK FW14
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-Fredrik af Klercker
THEELEGANCEOF BEING
CASUALJB Jumper - Navy
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THE AFKLERCKERBRAND
FREDRIK AF KLERCKER
The launch of my own clothing brand wasjust a question of time. The official launch
of af Klercker was in 2008, but the ideawas planted much earlier. It couldnt have
been done without years of preparation andrefinement before the first collection hit
stores in 2009.
We aim to dress the conscious man of leisure,
socialization, and work. We make no excep-tions in quality and making. Our belief is
that a man is to be well dressed for eachoccasion, pairing the classic with something
unexpected.
I inherited my passion for clothing, style andclassical menswear from my immaculately
dressed grandfather, Fredrik af Klercker.
Born in 1908 he passed on his interest to myfather and later on to me...
The commitment to our heritage is visible in
our logo, which is a part of the af Klerckerfamily crest.
Creative Director & Founder
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Quality
Elegance
Unique
Storytelling
COREVALUES
City Hunt Jacket - Navy Button Down - Check
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Well dressed
City basedUpdated & Aware
True to the brand
TARGET
GROUPOur main target group is the well-dressed
middle aged man between 25-50, living ina metropolitan area. He is well travelled
has a great interest in fashion and is true to
the brand af Klercker. He is very social anappreciates the good service that the a
Klercker stores provide him with. He wonsettle for less than the best.
Cut Away Shirt - White
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Spending a lazy day at Club 55 a few yearsback, Fredrik af Klercker noticed how unusu-
ally stylish his best friends shirts were. Uponasking the question of where the shirts came
from, the friends answer wasnt Charvet orBorelli, but that they were heirlooms from his
late grandfather.
The grandfather was Johan Joja Bonnier,
the legendary Swedish publisher of whomweve named the JB line. The signature item
of the JB line is the narrow breast pocket.Joja was tired of always seeing his Wayfar-
ers drop into the ocean when mooring his
boat at the dock, so he had his tailor design anarrower breast pocket that would clutch theglasses when he lent over to grab the line.
A classic was born.
JB LINE HISTORY
JB Shirt - Blue
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WHATTO DO WITHYOUR JB?Wear it while hunting. Wear it while sailing.
Or. Give it to your girlfriend.
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AfK-FW14-16
JB Jumper
Navy
AfK-FW14-17JB Jumper
Beige
AfK-FW14-20
Pik Long SleeveOff White
AfK-FW14-21
Pik Long SleeveBrown
AfK-FW14-18
Crew Neck
Navy
AfK-FW14-19Crew Neck
Beige
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AfK-FW14-22
Cityhunt Jacket
Navy
AfK-FW14-23Cityhunt Jacket
Green
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ONE SHOULDKNOW THE RULES,
BUT ALSO KNOW HOWTO BREAK THEM.BD Shirt - Red Check
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Head Office | MnO International AB
Textilgatan 43, 120 30 Stockholm, SwedenPhone| +46 (0)8 442 64 11
Mail| [email protected]
Contact & Sales | Hanna Bth
Mail| [email protected]| +46 (0)739 39 69 62
www.afklercker.comwww.facebook.com/afklercker
CONTACT