But colours for sportswearat least this
seasonare subdued. Solid shades, blacks and whites, blues
and red pipings breaking the monotony, were punctuated only by one
spiralling, hypnotic pattern at Casall. Overall, this contrasts
what one sees at the more adventurous places like Morgan, where
youth has its say and rebellion is welcome.
Yet Swedes, doing everything right when it comes
to their brands (Casall is in 20 countries, including the US), feel
Americanization is taking hold, hearing plans of Starbucks moving
in and not being particularly happy. But they have a good, established
chain called Waynes all over the country as the local entrant.
When it comes to sports clothes, Casall has it sewn up, fighting
against the likes of Nike. Not only does it have weightlifting equipment,
the golf range is second to none and the swimwear, underwear and
workout range competently and attractively designed.
Even the underwear has adopted lightweight materials
such as Sensitive Plus, a Lycra blend, keep the wearer dry, staying
true to the sportswear roots. The manufacturer claims that the items
wont pill or snag after multiple washes. Its this faithfulness
to the brands high-tech stance that suggests a real understanding
of how to market in the 2000s.
If anything, Sweden needs to take the fight to
more export markets; H&M is by no means an exception
when styling seems to be understood this well by the Swedish fashion
establishment. We at Lucire say: watch this space. Sweden
has it when it comes to sportswear. Jack Yan
Top: Redwhite stripe vest
top and red Thai pants. Below left: Casall strappy top in white,
in cottonModalLycra blend, with Thai pants with
matching waist belt in white. Upper left: True to Casall's
sportswear roots, white top in breathable Sensitive Plus with brief
in the same material.