A brand that started out as pure coincidence circa January 2008, by Creative Director Emeli,in Via Cavour n°221 Rome Italy, is now a global street cult brand headquartered in Stockholm, Sweden.
Here’s why 5preview is a v.a.u.l.t fave:
1. They make cool T-Shirts which represent a chic, punk rock minimalism…without trying too hard.
* Photo Credits: Colin Wee of twolefthands
2. 5preview grew from strength to strength effortlessly and virally online with just one focus: a great product.
2. Their collaborations fight for a good cause. Take their recent one with UN Women Sweden, where 2 T-Shirts were made to support the fight against human trafficking, with the full proceeds going towards this UN Women Sweden‘s cause.
3. Their T-shirts are made of 100 % organic cotton.
4. 5preview’s designs are unique and individualistic, with the more than occasional pun.
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We managed to score an exclusive v.a.u.l.t interview with Emeli.
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Q. #1 How was moving to Sweden from Italy been like for 5preview, from an evolution standpoint?
Emeli: I am from Sweden but lived & worked the last 10 years in Italy. Sweden is more ahead when it comes to fashion and trends (yes it sounds strange but it’s a lot more avantguarde here than the high fashion in Milan). People are not afraid being creative and are not just thinking of being sexy all the time. The society here works better (heard of Berlusconi & his mafiosi friends down south?) And it’s easier to develop a company that actually works. Here I have the studio on a hill with a nice view of the city and the sea, and so it’s easier to focus on what’s important. Also from a clean air point of view!
Q. #2 Any plans to visit Asia ? Have you been here before? If so, how do you like it? If not, what do you anticipate it to be like?
Emeli: I talked with my agents there, Raphael & Coby about visiting Asia. As we did here in Europe and in New York, it would be great to organize some events at special shops! Maybe do an Asian Tour! The plan is to defenitely go to
Tokyo. I’ve never been in Asia before and I look really forward to it. All people I work with over there are super nice!!!
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The AW 2011-12 collection is coined a ‘Paint It Black’ Campaign, stating the obvious new direction for the brand. Expanding beyond T-shirts, 5preview showcases a series of blackened RTW, with shades of a soft grayscale evident in a soft, sheer and fresh nuance.
It’s all reflected in their materials used which include organic silk underwear, rough military inspired coats, lumberjack flannel and soft semi-transparent cashmere sweaters.
What helped grow 5preview from strength to strength was their photo submissions of their customers and fans, in their 5preview T-Shirts, on their 5preview blog. It’s all pure understated cool really…with a dose of fashion sensibility, any old camera and a great backdrop.
Check out the 5preview online store here.
GIVEAWAY! THE CLASSIC MIAU MIAU & Y5L T-SHIRTS IN SIZE S ARE UP FOR GRABS!
Simply ‘like’ our Facebook Fan Page and send an email to giveaways@vault-mag.com with your Name, Mailing Address, Mobile Number and Email Address to win! It’s that simple!
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