July 22nd 2011
Sobering Up
Bear with me as I go through this confuzzling period of talking mostly about A/W 11-12 collection but also bringing S/S 12 into the fold as some of the international fashion weeks (Stockholm, Copenhagen, Amsterdam etc) are unfolding. Sober Studio is a fairly new label based in Amsterdam that has just presented its S/S 12 collection, its third overall. It makes no bones about its name which draws attention to its Dutch origins and a Calvanistic spirit. I can see alarm bells ringing off. No, this isnt attire for church-going, all wrapped up in sobriety.
Cleanliness is next to godliness and in the case of this collection, the collection is about as clean as they come. Lines blocking off colours in shirts and jackets and a general treatment of separates that means there are no frills or excess to be found. Where Sober slightly contradicted with its namesake was to look to a 1950s ice cream parlour for inspiration for the colour palette. I welcome that with open arms of course as an outfit resembling a neopolitan ice cream sandwich will always be requisite in any summer no matter what hot trends are floating around. Especially when you have a background of beach huts to accompany you. Sober may have unravelled their philosophy somewhat with these ice cream shades but the effect is still a calm of oasis and fulfils its brand mission to be functional as well as representing quality and style.
They throw out buzz words in their brand statement such as “modern luxury” and “timeless” and “refinement” – the go to adjectives for making us nod our heads in approval. I think having a “clear concept, good quality and an attractive price” is a more attractive proposition and theres no denying there is a direct comparison to be made to another brand COS, which also fits that description. WIth no e-store yet and only a few stockists in the Netherlands, I havent quite pin pointed where Sober sits at price-wise. Theres a lot to be said about trying to get as much bang for your buck out of mid-range priced pieces so Im ready to be Sober-ed up anytime.
**EDIT** The prices range between EUR120 and EUR430 – alright a little bit above COS-ish. More in line with Acne pricing. The proof is in the touching though for quality so hopefully Ill be able to check it out in person soon.
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