New Swedish label Curious Colour rebels against conventional fashion antics. The designer duo and founders, Mathilda Tham and Martina Norell, turned their backs on practical aspects of the industry like seasonal collections and elitist attitudes. The Curious Colour way of doing things is far more challenging and refreshingly abstract, where collections are replaced by “issues,” each exploring a certain theme, “delivered when we have something to say,” says Tham. “An issue can consist of a large range of clothes, products and concepts, or just a few t-shirts or a technology project. The issue system ensures short lead times, constant news value, high flexibility and mobility.” Curious Colour’s first issue, “the party is open,” is based on openness and the importance of having fun. And the clothes exudes just that; cute separates all intended to be kept for a long time, as opposed to be tucked away come next season. Strong pieces includes hand knitted kimono style cardigans in fluorescent and curious colors indeed — orange, pink and yellow, as well as shadow printed t-shirts and garment cut bags. The “party is open” issue has already been snapped up by edgy retailers in Tokyo (Shimamura), Stockholm (Mrs H, Skin deep) and Paris (No 44). For Curious Colour, the party has just begun.

- Emma Holmqvist
Photo: Curious Concept”the party is open” issue