Daniel Adams-Ray is one of half of the design duo behind new Scandinavian label Lagom. Here he explains the philosophy behind the brand’s designs

What is you background?
I studied graphic design and art in Italy and Sweden. Prior to that I had spent 6 years touring with a rock band. I designed our outfits with a local fashion designer named Nette Sandström. And it is Sandström with whom I have created Lagom.

Tell me a bit about Lagom’s philosophy.
Our designs are based on the interplay of opposites; men’s clothing inspired by feminine silhouettes and vice versa. The balance between these opposites makes up the core in Lagom’s creative process and visual language.

What does “Lagom” mean?
It means “sufficient” or “adequate,” but without any negative connotations—it isn’t about sacrificing or scrimping. In Swedish and Scandinavian culture, “adequate” is far better than “too much.”

Whats your thought with this collection?
The Spring collection, which we call “The Blissfully Unaware,” reflects a society where ancient traditions are dissolved into easily accessible fragments.

The bright colors are somewhat atypical for a Scandinavian brand.
A professor of mine in Florence once told the class that she could pinpoint our geographic origin just by looking at the colors we used in our work. Scandinavians always use black, grey and white she said. When she came to my painting she said, “The person who created this is definitely from Mexico.”

www.lagom-sthlm.com

KEYWORDS: fashion, scandinavia

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