Interviews
Anti Sweden Jeans launching Fashion Week in Hell
21 Feb '11
5 min read
The name Hell has created a lot of good stories for the locals, but also frustration. Some even called for the removal and destruction of the famous "Hell Gods expedition" sign at the local train station, to remove the place from the link with the biblical Hell. But since then locals have again embraced the connection to Hell and today a replica of the original sign hangs in its rightful place on the station wall.
– Living in 'Hell' can be a strength to us. It tickles tourists as well as people who live here. The picture of our train station is Norway's best selling postcard, which proves our point. Fashion Week In Hell will help highlight this region as a destination. We identify with the way Anti Sweden's embraces the dark parts of our national heritage, says Hell tourist chief, Odd Petter Haugseth.
Tell your friends to go to Hell
Anti Sweden also opens up Fashion Week In Hell to more than specially invited guests.
The Norwegian design office Anti wanted to use their experience and knowledge of design to create their own brand - a brand that reflected their love of fashion, of graphic design, and which reflected the unremitting darkness that is at the heart of the Norwegian identity and is the seat of true Black Metal. Anti Sweden is that unholy creation! Their goal is to once again take rebellion back to black jeans!
As Norwegians they dare to challenge their bigger neighbors, Sweden, who are renowned worldwide for their recognizable Scandinavian brands, notably Acne and Cheap Monday. With Anti Sweden we are now taking up the friendly fight that has existed between our two countries ever since the liquidation of the alliance in 1905. While minimalism is at the heart of both Scandinavian countries, the Norwegians embrace the dark and the occult as central to our identity. Anti Sweden is Black Metal going fashion.
– Living in 'Hell' can be a strength to us. It tickles tourists as well as people who live here. The picture of our train station is Norway's best selling postcard, which proves our point. Fashion Week In Hell will help highlight this region as a destination. We identify with the way Anti Sweden's embraces the dark parts of our national heritage, says Hell tourist chief, Odd Petter Haugseth.
Tell your friends to go to Hell
Anti Sweden also opens up Fashion Week In Hell to more than specially invited guests.
The Norwegian design office Anti wanted to use their experience and knowledge of design to create their own brand - a brand that reflected their love of fashion, of graphic design, and which reflected the unremitting darkness that is at the heart of the Norwegian identity and is the seat of true Black Metal. Anti Sweden is that unholy creation! Their goal is to once again take rebellion back to black jeans!
As Norwegians they dare to challenge their bigger neighbors, Sweden, who are renowned worldwide for their recognizable Scandinavian brands, notably Acne and Cheap Monday. With Anti Sweden we are now taking up the friendly fight that has existed between our two countries ever since the liquidation of the alliance in 1905. While minimalism is at the heart of both Scandinavian countries, the Norwegians embrace the dark and the occult as central to our identity. Anti Sweden is Black Metal going fashion.
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