Österlen, southern Sweden; its vast glowing greenly lit fields and roaring shores lined with stern prow stones, shape the invigorating backdrop of The White Briefs. The illusive design studio is tucked away behind a calm stretch of raw grassland, a meticulous crisp space, undisturbed by the semantics of society.
The studio aims to present consumers a thoughtful innovative vision of our day-to-day and the items closest to our skin that we utilize profoundly. The white briefs stands for its love for humanity, environmental & corporate responsibility, lush high quality fabrics and meaningful organic farming.
All individually tailored garments are constructed with exquisite materials whilst precisely observing sartorial details and versatile usability.
Furthermore, The White Briefs only incorporates sleek (GOTS) certified fabrics, carefully sourced and selected from local eco-communities, thus building a profound and intelligently supportive production line.
This innovative encounter between exquisite timeless tailoring, sleek materials, austere colours and ecologically integrated social production, allows for an enigmatic aspiration to incorporate sartorial excellence into our intense daily endeavours.
The White Briefs, a perpetual ingenious alteration of classic tailoring and regular functionality.
A crisp alluring individual, immersed in sleek lightweight fabrics, calmly observes the fields and breezy florally scented meadows. A powerful athletic stance enhanced corporal fitness and positive demeanour, as tools for perseverance. The controlled invigorated suspense that hangs over the dew covered fields underlines the interactive tension between sculptured forms and free movements.
The SS13 collection by THE WHITE BRIEFS is an appraisal of modern classics, appealing both to agile individuals and more reposed travellers. A lush selection of shorts, sleek singlets and sheer tees, harmoniously interact with the classic base collection. The result is a line boasting delectable luxurious wearability, without compromising on innovative tailoring.
The ten newly crafted styles are a new take on performance, flexibility and shapely fresh leisurewear. An expressive touch is given by the understated yet graphic colour palette; comprised of antique shades of whites, illusive stripes, ton sur ton elements and elegant subtle contrasts.
This more graphic and at times slightly sculptured look has been incorporated to allow for supreme interaction and exquisite hand feel. Materials are maintained in the highest ecological quality, incorporating prima single cotton jerseys, lightweight special 120grams wool and lush meticulously crafted knits.
THE WHITE BRIEFS SS13 is a solemn testimonial of our nimbleness, graceful demeanour and our constantly evolving desire to reach beyond our limits.
JESPER BRANDT for THE WHITE BRIEFS, signed Fall 2012. An image is not just a portrayal of light, figures and garments, there is more to be found, something new, hidden inside its captured beauty. Torn realities embody our perennial view to look beyond what is there. The White Briefs aims to capture a lost paradise with a distorted composition of two individuals united in reflective harmony. Inspired by artist Duane Michals, whose picture in picture works, aims to capture, fascinate and challenge his audience, Mr. Jesper Brandt developed these timeless photographs.
The White Briefs aims to present it lush garments from a new perspective, using slowly deconstructed imagery, erasing background elements and fabrics sporadically, in order to play with the decomposition of light and textural interaction. It allows bearers to appear detached from their surroundings, as if still in the wind, motionlessly facing forward in silent interaction.
"My first thought was that we make something new, instead we started with an old photo series from the 60's. Duane Michals' Le Paradis Perdu from 1968 was the perfect take to interpret The White Briefs' philosophy and pay homage to Duane!" Jesper Brandt.
Gisela Rydberg styling, Mattias Nyhlin setdesign.
A powerful sartorial encounter between Mr. Nick Wooster and Mr. Peter Simonsson of The White Briefs, resulted in a versatile collaboration between two creative innovators. Their invigorating dialogue on design and especially on lush fitted comfort where it matters, closest to our skin, evolved into a visionary approach to combine graphic design, supreme selected fabrics and qualitative functionality.
The austere crisp cut of The White Briefs and the brands’ understated perennial colour palette, were challenged by Mr. Wooster’s love for woodland prints and camouflage inspired tailored tanks and tees. Naturally aligned with a desire to combine fitted quality undergarments with a healthy dash of sheer masculinity, a new range emerged.
This exquisitely tailored line features briefs, fitted tees and a crisp singlet, all crafted with lavish organic cottons. Each item has a personal signature and hidden design elements, incorporated for the bearers’ private discovery. Accompanied by cleverly designed & individually crafted packages made of carefully selected recycled art paper, the products are fully aligned with The White Briefs sustainable corporate and design philosophy.
From Summer 2012, global innovative design adapts and akin travellers who value quality and timeless craftsmanship, are able to discover this meticulously developed new range in selected boutiques by The White Briefs & Mr. Nick Wooster.
The White Briefs HQ, Sweden
Marlo Saalmink - Public Relations
A World Beneath
The Grocery, Sydney
Product 68, Antwerp
Swedish Lifestyle K K, Tokyo
Lito Agenturer, Oslo
Want Agency, New York
The Clop, Barcelona