MAGAZINE June 18th, 2021

HEDGREN SS22

 

What are the aesthetic codes and essential reference points of your brand?

 “Over twenty-five years ago, Hedgren was born in the hub of innovative design that is Antwerp, Belgium. Since then, we have prided ourselves on creating long-lasting bags that embody the energy of our origins with clever functionality, stylish structures, and inventive designs. Twoyears ago we embarked on integrating sustainability into our product line and brand culture”. 

Tell us about the collection that you are presenting at White (i.e. inspirations, key pieces, materials)

“Hedgren creates essential bags and travel gear that help our customers navigate everyday life occurrences, without compromising on personality, smart functionality, and freedom to move. The styles and collection that will be presented at WSM are made in Hedgren’s signature PET material - a nylon derived from plastic water bottles. The group consists of Hedgren’s signature shapes - crossbodies, totes, backpacks -which exhibit the intuitive designed functional attributes our brand is known for”.

Sustainability has become a major issue for the fashion industry (and not only that). What is the brand attitude in relation to it? 

“We strive to do things differently so that we can consistently become better- for our customers, our employees, the communities where we do business and the environment. In addition to developing and utilizing sustainable materials for our product line, we also use sustainable materials for packaging andshipping of our products”.

We live in the age of social media, non-stop communication & rapid changes. On what should a brand focus to carve out it's own space and draw public attention?

“Via social media we share our global brand message which is that Hedgren is our brand, and Hedgrenism is our culture. Hedgrenism is the pursuit of uninhibited movement with an open, strong and practical mindset. Hedgrenism as an authentic, inviting, energizing, down-to-earth, open-minded, connecting culture inspired by everyday life. With the ‘What’s your move’ campaign, we look for the balance between the emotional and the practical side of the Hedgrenist. We focus on how he or she moves or what sets people in motion. Moving people can be explained on twolevels, literally andemotionally. We speak of the emotional layer when you do what you do in such a personal and different way that it inspires and touches others. Small or big, exceptional or commonplace - but always with a personal signature, surprising and inspiring. Your move is about giving to others, giving back to the community, for the sake of beauty, the good or just because you can. Your move gives you and others energy. It sets you free. It makes you belong and connect with others. The second layer is the literal move - from A to B. From Antwerp to New York City, from school to the gym, from work to play. As a brand, inviting people to discover and share their personal move is a powerful way of claiming the freedom of movement for which Hedgren is synonymous.‘What’s your move?’ is not just a question. It's an invitation to think about your move andshare it”. 

Do you think it is important to stress on workmanship and, broadly speaking, on the production process of the garments? If so, how is it communicated? 

“Rather than stress workmanship & production process, our focus and brand messaging talking points are as such:

- Mission: It’s our mission to create sustainable essential bags and travel gear with intuitive design and smart functionality.

- Promise: We promise that our products are made with the utmost attention to sustainability, quality and craftmanship”. 

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