PEOPLEText: Victor Moreno
Since Filippa Knutsson founded the brand in the early nineties, Filippa K has established a concept pioneer ambassador for the Scandinavian fashion style – clean design for modern times, so to speak. She is the Creative Director. Though her firsts collections were just for women, soon she works with both, Men and Womens wear. People on the circuit shows admiration and respect for her. You can have a look at her blog, which reveals sort of her restless and charming character. We met at the Moderna Museet in Stockholm, right after to introduce her Womens wear SS12 collection.
After a couple of decades, at this stage, what could you point out as main differences between now and then?
Design-wise we have stayed very true to where we came from. Minimalistic, clean design for modern men and women who value style, simplicity and quality rather than fast paced trends that quickly become outdated. As for the company itself, obviously the size is a huge difference. Filippa K started around my kitchen table and today we are present in 20 markets, have 46 brand stores, 700 premium retailers worldwide and are expanding at a rate of six to eight new brand stores a year.
As founder of the brand, what turned out as a benefit in your current work routine?
I have surrounded myself with passionate colleagues that I trust and believe in, it allows me to focus on my work as Creative Director. I don’t have to be involved in every little detail, it would be impossible to grow then.
Do you still like to get involved in all the brand communication?
Yes, I work on an overall brand level, the communication is very much a part of that.
Filippa K office
Are there any relevant changes in your vision today?
Of course little things change all the time but one of our greatest strengths is that Filippa K comes out of a personal need for clean, simplistic and functional design and that we have stayed true to that need through the years. That’s not a vision that is going to change, it’s the core of the brand.
How do you see the fashion arena in Scandinavia nowadays?
I’m happy to see how it has really grown in the last decade. It’s really become a sustainable business that has room for well-established brands as ourselves as well as fresh new-comers.
Did you introduce SS12 in Paris, Milan, London or New York?
We actually introduced Spring Summer 2012 in Stockholm, our hometown.
Talking about SS12, Which pieces could sum up the collection?
The flowy silk chiffon pants with the short boxy tops, the collarless canvas and suede jackets and sporty drawstring pants. And the colours! Tobacco, sapphire blue and and all different shades of soft neutrals.
Filippa K AB
Address: Söder Mälarstrand 65, 9tr, 118 25 Stockholm, Sweden
Tel: +46 8 615 70 00
Address: Götgatan 36, 118 26 Stockholm, Sweden
Opening Hours: 11:00 – 19:00 (Saturday till 17:00, Sunday 12:00 – 17:00)
Tel: +46 8 615 7080
Oslo Flagship Store
Address: Øvre Slottsgate 11, Oslo, Norway
Opening Hours: 11:00 -19:00 (Saturday till 18:00)
Closed on Sunday
Tel: +47 22 54 61 01
Text: Victor Moreno