af klercker lookbook aw14

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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