Tid kvar —

Högsta bud —

Brand to Watch: AVAVAV

Posted in Style
by Johanna Andersson on 20 June, 2018

Florence-based Swedes Adam and Linda Friberg are the founders of new, upcoming Italian fashion brand AVAVAV. We know the couple as the brain behind other successful startups like Cheap Monday, Monki and Weekday—all bought from them by the H&M group, and still immensely successful. After the sell, the family moved from Gothenburg to Florence, and so it was only natural to keep their next venture close to their new home. The Tuscan city is known to be one of the top ranked fashion hubs in the world, with international fashion houses like Gucci, Salvatore Ferragamo and Emilio Pucci coming out of it.

Adapting a new and conscious business model built on short cycles, weekly drops and a sold-out concept, AVAVAV makes small, exclusive quantities in collaboration with regional producers found in the area surrounding Florence. With pre-existing, in-stock fabrics from the luxury industry at their disposal, they’re able to get round the traditional fashion system of seasonal launches—which we assume comes with bigger inventories and an increased risk for over-production and dead-stocks—and release at their prefered pace of 52 capsules a year. This offers the possibility to minimize industry waste while keeping costs low.

Launching in an age of digitalization has made it possible to keep the sales fully online-based, which enables a production cycle that runs from idea to finished product—ready to be shipped worldwide—in a timespan of 2-8 weeks; quick and easy. As designer Linda Friberg puts it: “With AVAVAV, I’m using the endless possibilities I have here in Florence to be fast and flexible, while tapping into hundreds of years of experience of the local factories. AVAVAV is an evolution of my admiration for this Italian craftsmanship and my beliefs about affordable luxury.”         

Visit AVAVAV here and follow them @avavavfirenze.

 

Brand to watch is our regular dispatch of standout labels merging ethics with aesthetics.


No Comments

Related reading

Style — 2 October, 2020

Four Wardrobe Classics with Amie

Discover some perfect in-between season classics through the lens of photographer Jessica Sidenros.

Style — 4 September, 2020

Paid Collaboration: Reducing Waste While Making Something Unique

GANT continues its journey towards sustainability with a capsule collection of patchwork shirts made of leftover fabrics. Here’s how we style it.

Style — 1 September, 2020

Paid Collaboration: A Library of Filippa K Garments to Learn From and Enter The Future of Fashion With

At Filippa K Studio, pre-loved garments and claims from other Filippa K stores get new life, in different ways. We enter their world to learn more.

Style — 19 August, 2020

Paid Collaboration: Old Shoes Turned Into New – Moving Towards Closing The Loop With Vagabond Shoemakers

Vagabond Shoemakers introduces the Indicator Re-born, a shoe made of post-consumer recycled Vagabond outsoles.