ETHIC AND FASHION: INTERVIEW WITH THE WHITE BRIEFS' PETER SIMONSSON

Everything started with a white briefs, in the south of Sweden. The year, 2009, is that of the foundation. The creation of a fashion brand that makes the purity, ethics and quality of the materials the elements that distinguishes it from its counterparts, who, instead of concentrating on the product, often prefer aspects such as cheeky marketing and other escamotage to make theme famous and sellable. There is nothing wrong with this, but The White Briefs has chosen another road, more risky perhaps, but as its founder and designer Peter Simonsson tells us here, more connected to a conscious fashion and to a balanced aesthetic appeal .

Peter, when you founded your own brand The White Briefs, which were the bases from where you started?

l wanted to create a honest and organic brand with a tone of creativity and focus on quality.

You talk about “utility garments”. Can you explain what they mean for you?

I mean the garment you use from day to day, from closest to your skin to the layers onwards. I like also to challenge the way of using your wardrobe basics, which context, shape and which fabrics you choose and use for different occasions. We try to invigorate your wardrobe with great products.

Today, though, is very hard to define what is useful, especially in fashion. How do you feel about it?

You are right, there is always too many things out there, too much to buy. The competition is hard, many comes along with the same ideas, in short it is crowded. We try to find a light in the tunnel with our products and aesthetics. Keep our brand values and our standards.

How come the creative and productive process?

In chronological orderer: fabrics, than design, execution and discipline to keep the phase in the process.

Tell us about your latest collection:

The Wayfarer is a collection inspired by a clash of Lawrence of Arabia, Picasso and some musicals references from the 90’s hip hop. It is characterized by safari colors and fabrics, such as khakis, blues, a dose of rose and whites stripes, mesh, terry loops, gasses single jersey, tencel and coated linen and many more pima cotton versions. The styles are loose shapes with distinct waists, neat shorts with short tops, parkas and loose pants to airy mesh in various of underwear and sweaters.

Any future project?

We are opening our first store world wide in Paris this fall. Very exciting. Also a new collaboration will soon be revealed!