With the four elements – wind, fire, earth and water – the Swedish Four Elements for almost ten years supplied clothes to the Swedish and international streetwear- and outerwear market. Even for those stylistically unsaved, those who prefer more dressy creations, is the development of the brand interesting. For as the brand’s designers get older, the clothes also more mature. Our site has set the mark under a magnifying glass.
1998 started it all. The old snowboarders Henrik Köhler, Jonas Blom and Henrik Sundberg got tired of the lack of garments that could combine an attractive design with a large enough functionality. It started with pure alpine garments suitable for downhill skis and boards, but has over time broadened their horizons to produce distinctive streetwear garments, meant the city streets rather than on the slopes.
The reason is not only that they simply wanted to expand the collection. Born in the late 70s, the now two creators (Henrik Sundberg biding their time in the financial industry and the design is now the names Köhler and Jonas Blom) grew up and tired of (too) baggy pants and bulky clothing. They wanted something more mature, something that still has strong elements of street life, but dressy enough to suit even the “finer” context.
Thus, the spring collections coming soon to some 30 stores around the country, as well as to France and Switzerland, quite trendy in and with the consistently bright pastel colors in the color choices and full prints set on t-shirts and shirts. With creases on the “dressy” shorts and bermudas with bright safari vibe.
For next winter is no revolutionary material it is about: “everything is already done in the industry.” But prominent in the collection is the detailed – with shoulder flaps and the large buttons on the jackets – and increasingly dressed in the kind of tweed-like fabrics and sewn collars on jackets. It breathes street, but there are garments that still want to convey an adult “underground” feel. Or as they themselves put it: “There will be ripe rebel – not just rebel.”
A little interesting anecdote about the brand is how the logo is exposed. They have tried to downplay it, by reducing the size and do not put it on his chest, but on the upper arm. But the clothes are not sold at all good. People seem to want to know and show others that it is the Four Elements garments that question. Therefore you feel now forced to return to a prominent logo on the chest. And speaking of exposure: like WE and their “ambassadors” have also invested in the Four Elements to sponsor celebrities with clothing. Among the names include Dogge Doggelito and several DJs. And a completely separate part of the collection (the other two parts called the Edge and Shadow) – Knus – is dedicated to the four old national team skiers in moguls skiing, but the clothes can also be purchased by us outside the national team.
Prices are high, but perfectly reasonable. Some examples are the jeans for 900-1300 t-shirt for around 400, swim shorts and 650 ski jackets for 3300-4100 crowns.
The own store at Hornsgatan 178, Stockholm is open Saturdays and Sundays 12-16. And it is thus now not only a haunt only for alpine skiers but also a tip to all of the city’s streetwear saved. Nearby Market Street and Perry Como in the next block to the suggestion also be part of a small day trip to the south of new, interesting parts.