On The Radar: Sunflower

Created by a collective in Copenhagen, Sunflower caters to menswear lovers in search of a fresh approach to understated fashion.

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“I feel like Nordic fashion has always been minimalistic and quite simple—this gives space for people to wear and style it quite simply in a unique way. And while not much really [excites me at the moment], I’m getting excited over quality and craftsmanship. Things that are allowed to take time and be grown organically. Like a birch. It’s too much big business and fast fashion. [I’d love to see] less fast fashion and big business. I think things should be allowed to take more time. [I wish] that people and companies were more honest and true, not just trying to create a dollar machine or build big egos. [I’d love to see] brands stop talking about and using sustainability as a PR stunt. Please take action instead of just talking.

Designer Ulrik Pedersen photographed with muse: Petter Lundgren.

[My muse] Petter is a very good friend to the entire Sunflower team and always looks amazing whenever you see him—and to me, one of the few who really can “rock” and look amazing in a suit.”

–Ulrik Pederson

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