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Shanghai to get taste of Nordic food & fashion
Nov '13
New Nordic food and fashion collide in an experimental meal experience when Danish chef collective I’m A KOMBO and Danish fashion brand Soulland reveal their innovative “Fooshion” collaboration. “Fooshion” kicks off the Nordic Design and Innovation Week in Shanghai.

When Nordic Design and Innovation Week in Shanghai launches on November 2, it will be with New Nordic Food and New Nordic Fashion as order of the day. “Fooshion” is the name of the experimental event where food and fashion collide in a unique cross collaboration between chef collective I’m A KOMBO and menswear fashion brand Soulland.

In close collaboration, I’m A KOMBO and Soulland have created, designed and developed a 5-course meal experience, which will be served while eight male models showcase the best of Soulland fashion.

The pairing of the two disciplines is not at all coincidental. Both the Nordic innovative food culture as well as the influential menswear fashion scene have been prospering over the last decade, so which better way than to celebrate a genuinely fashionable meal true to Nordic values to mark the beginning of the 10-day Nordic Design and Innovation Week?

Bo Lindegaard, chef and partner in I’m A KOMBO, says: “Our ambition has always been to create new social spaces where food becomes a social brick, more than mere nutrition.

Partnering up with a fashion brand like Soulland is therefore more than just a fun project, but one which marks the core of our philosophy.”

Jacob Kampp Berliner, CEO of Soulland, comments: “The collaboration with I’m A KOMBO is strong because we share common values: We both want to push the boundaries and push forward the agenda of our respective industries. One might say that we enjoy breaking the conventional patterns, and I guess that will be quite evident at the dinner.”

Fooshion is made possible by a collaboration with New Nordic Food II, Danish Fashion Institute under Nordic Fashion Association and Norwegian Seafood Council, together with the four Nordic Royal Consulates from Norway, Denmark, Finland, and Sweden in Shanghai, organizing the Nordic Design and Innovation Week in Shanghai.

Danish Fashion Institute

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