For christmas 2013, we're launching a brand new Anti Denim collection: Handmade woolen socks from Hell
a well-known place. After Anti Denim's Fashion Week in Hell, we've had a strong connection to the small place in the middle of Norway, that mostly consists of a shopping mall and a world-famous train station. A train station which was our location for the Fashion Week in 2009.
Hell. Some two years later, we came back, but with a quite different model.
i never thought i'd start modelling at the age of 68
Bjørg Solveig Opheim
traditions. We realized that the long tradition of receiving handmade woolen socks for christmas had decreased the last few years in Norway. Not because people don't use them anymore, but because knitting has become a less commonplace skill.
Connections. One of the creatives at the office originates from the Hell municipality and together with his grandmother, we've developed a new limited edition collection of handmade woolen socks from Hell.
Personality. A product has a lot more credibility when consumers know how it's made and by whom. Therefore we wanted to portray our lovely knitting grandmother and use her as a model to promote the product.
Photography by Fred Jonny™
Video by TYD AS