segers m a gazine
p. 9 / Concept restaurants and the future. p. 14 / Clothes inspired by Scandinavian arts & crafts. p. 23 / Social dining with strangers.
NO.2 / 2016
SEGERS
INTRODUCTION
MAGAZINE
It’s said that first impressions are the most important. And perhaps that’s why so many restaurants now choose to work with clear concepts, where no detail is left to chance. The whole experience is everything, and the napkins are just as important as the food. The future for concept restaurants looks huge, and here at Segers we are often involved in contributing to guests’ experiences. In this issue, we will take a closer look at the details and ideas behind the concept and all the opportunities available in our industry! All our products are also available at segers.se.
Mia Kinn / Marketing Manager at Segers
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DESIGN / CONCEPT
DIME MENCEVSKI / SEGERS
4077 763 / BIB APRON. Three removable brown straps made of vegetable tanned goat leather, fastened with metal buttons, must be removed before washing. Neck strap adjustable with D rings. Breast pocket, side pockets. Quality: 60/40% cotton/linen. Size: approx. 75 x 90 cm. Colour: 028 brown, woven check.
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SEGERS
“The proprietors have understood that the experience begins as soon as the guests step inside the door. Not only as the food is served – by then it may be too late to make an impression.”
DESIGN / CONCEPT
MAGAZINE
1085 628 / WAITER’S JACKET, MEN’S. Garment washed. Patterned details. Breast pockets. Side pockets, one with a key holder. Metal buttons. Seams at the back. Hanging loop in the collar. Quality: 100% cotton denim. Size: C44–C60. Colour: 076 dark blue.
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DESIGN / CONCEPT
SEGERS
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1. 4075 285 / BIB APRON. Green, camouflage-patterned removable details made from vegetable tanned lamb’s leather, pocket, adjustable hanging loop, must be removed for washing, only to be handled by a leather washing specialist. Breast pocket, pen pocket at right-hand bottom edge. Quality: 65/35% polyester/ cotton, canvas. Size: approx. 75 x 90 cm. Colour: 010 dark grey. 2. 4070 699 / BIB APRON. Denim apron with leather detailing, pockets and loop. Decorative rivets and metal buckles. Quality: 100% cotton. Size: approx. 70 x 90 cm. Colour: 076 dark blue. 3. 4075 283 / BIB APRON. Brown removable straps made of vegetable tanned goat leather, pocket, adjustable hanging loop, must be removed for washing, only to be handled by a leather washing specialist. Breast pocket, pen pocket at right-hand bottom edge. Quality: 60/40% cotton/polyester, canvas. Size: approx. 75 x 90 cm. Colour: 015 black.
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DESIGN / CONCEPT
MAGAZINE
1090 770 / CHEF’S JACKET. Slim fit. Long sleeve with cuff, button, slit. Concealed closure. Visible buttons at collar. Breast pocket. Slits in the sides. Hanging loop in the collar. Quality: 100% linen. Size: C46–60. Colour: 013 graphite. 4086 890 / BIB APRON. Braces adjusted with D rings at the sides. Breast pocket, side pocket. Dry clean/Leather clean. Quality: 100% goat leather, vegetable tanned. Size: approx. 75 x 85 cm. Colour: 028 brown.
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DESIGN / CONCEPT
SEGERS
4078 283 / BIB APRON. Removable black, adjustable elasticated braces, fastened with leather straps and metal studs, must be removed before washing. Waist tie strap. Kangaroo pouch. Quality: 60/40% cotton/polyester, canvas. Size: approx. 75 x 90 cm. Colour: 015 black. 1245 628 / DENIM SHIRT, MEN’S. Garment washed. Yoke and longitudinal seams front/back. Long sleeves with cuffs. Breast pockets with flap. Oxidised snap buttons. Round cut at bottom. Quality: 100% cotton denim. Size: S–XXL. Colour: 076 dark blue.
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REPORTAGE / CONCEPT / SEGERS
“Ten years ago, it was enough for proprietors to focus solely on the food. Now the situation’s different.”
MAGAZINE
We are eating out more often, whilst also stuffing our faces with world food from a variety of cuisines. But in spite of this, we are more picky than ever. Now it’s not just the food that has to be to our taste. “It was slow to start, but now the concept has got going, it’s here to stay. In my eyes, it’s more about the details all meshing together, than that the restaurant is forced to have exciting décor,” says Dime Mencevski, Business Area Manager at Segers. We met with Dime to discuss the conceptual restaurants that have appeared more prominently in recent years. Or, as she also puts it, “a more well thought-out holistic experience.” “Ten years ago, it was enough for the proprietors to focus solely on the plate. What was on the plate only controlled whether the restaurant experience was ‘good’ or ‘bad’. The food and the taste was key. Now the situation’s different. Now nothing’s left to chance. The food still has to be absolutely incredible, but there must also be more work on the other details which make up the guests’ experience. Décor, menus and clothing are just some examples. Everything has to be thought about. “The proprietors have understood that the experience begins as soon as the guests step inside the door. Not when the food is served – then it may be too late to make an impression.” Dime describes F12 as one of the first in Sweden to reflect on and conceptualise its restaurant. The experience of Swedish fine dining was amended time and again throughout the years. The restaurant was rebuilt, renovated and updated in order to finally strip away fine dining in its entirety. F12 was closed, and is now called Público, with South American influences on the menu, in the design and in the staff clothing choices.
“I think that the F12 group were the early trendsetters, and nowadays, most proprietors take a much greater responsibility for the holistic experience at their restaurant. Hamburger places are also clever. A hamburger is simple food when you compare it with fine dining, but they present a premium option of the dish, so the décor, menus, lighting and clothes all have to do the same. The guests appreciate the consistent quality and I think it plays a lesser role what the restaurant décor is like. The key thing is that all the details are consistent at the level you are aiming for. This feeling also spreads to the actual eating experience. If something is lacking, the customer will notice it quickly. Personally I believe the concept is here to stay, and I’d also predict that we’ll see more ‘restaurants within restaurants’. Small zones within larger restaurant premises, with an entirely different focus. This is where all the details must be thought-out, so the guests can quickly and easily understand how the zones are different.” But how can Segers help proprietors develop or improve their concept? “We can primarily go in with our knowledge of textiles and our design strength. One requirement we demand of ourselves is to always listen to the market. What’s happening? What do the new places look like? What are the customer habits? What are the staff habits? What are the trends? We take in a lot of information on autopilot when we are out meeting those in the industry, and everyone has their own views on what is trendy right now. This places huge demands on us as a supplier. But as Segers manages its own manufacturing, we can generally solve anything the customer asks for. If the customer wants items uniquely tailored to them, we can do that, as long as their budget permits.
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DESIGN / CONCEPT
SEGERS
1255 632 / SHIRT, SHORT SLEEVE. Stand-up collar, breast pockets. Wider front opening. Not buttoned through. Slightly rounded hem. Yoke front/back. Quality: 100% cotton. Size: UNISEX, XS–XXL. Colour: 000 white.
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DESIGN / CONCEPT
MAGAZINE
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DESIGN / CONCEPT
SEGERS
1080 660 / WAITER’S JACKET, MEN’S. Stand-up collar with striped detail on inside. Breast pockets, one with decorative button. Side pockets; the right side pocket also has a coin pocket in striped fabric. Quality: 100% cotton. Size: C44–56. Colour: 006 light blue. 4080 765 / BIB APRON. Braces adjusted with snap hooks at the front and D rings at the sides. Loops at the sides. Breast pockets, double pouch pocket. Quality: 50/50% linen/cotton. Size: approx. 75 x 90 cm. Colour: 002 navy, mixed.
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DESIGN / CONCEPT
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MAGAZINE
1. 6137 299 / BIB APRON. Braces adjusted with snap buttons at the sides. Breast pocket, side pocket. Quality: 67/33% cotton/polyester, tricot. Size: approx. 75 x 90 cm. Colour: 014 grey mix. 2. 1081 629 / WAITING SHIRT. Garment washed. Slim fit. Long sleeves with cuffs, snap button, slits in contrasting fabric. Concealed closure with snap buttons. Two visible buttons at collar. Breast pockets with piping, pen pocket in left side breast pocket in contrasting fabric. Slits in the sides. Quality: 100% cotton. Size: C44–56. Colour: 076 dark blue. Wash 60°C. 3. 1255 634 / SHIRT, SHORT SLEEVE. Stand-up collar, breast pockets. Wider front opening. Not buttoned through. Slightly rounded hem. Yoke front/back. Quality: 100% cotton. Size: UNISEX, XS–XXL. Colour: 002 navy, woven pattern, tone on tone. 4. 6135 299 / CHEF’S JACKET, SHORT SLEEVE. Slim fit. Zip. Breast pocket with flap. Yoke and longitudinal seams at the back. Hanging loop in the collar. Rounded hem. Quality: 67/33% cotton/polyester, tricot. Size: UNISEX, XS–XXL. Colour: 014 grey mix. 4082 764 / BIB APRON. Long ties that are adjusted with D ring at the sides. Serve as both braces and tie straps at the sides. Double breast pocket, three pockets at centre front. Quality: 50/50% linen/cotton. Size: approx. 75 x 90 cm. Colour: 085 green, mixed. Also available in black: 4082 283. 60/40% cotton/polyester, canvas. Colour: 015 black.
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REPORTAGE / DESIGN / SEGERS
“There should also be a Scandinavian feel to the clothes” Ulrika Wizén on the year’s news. What’s new this year? “Segers’ ergonomic aprons are exciting. Many chefs of course already use aprons, as they’re very comfortable. But a leather apron starts to be quite heavy after a number of hours in the kitchen. Many people we spoke to complained about neck pain. Now we’ve removed the neck strap and made it cross at the back instead. This distributes the load better and avoids the strap rubbing on the neck. The aprons are made in leather, linen or canvas with leather details. For ease of washing, the leather details and the chunky buckles can be unbuttoned. We also have a linen apron in a wonderful fabric that feels almost alive, with natural folds and a relaxed, rough-dry feeling. A canvas design is also to be launched in grey or black. Here, we went for a robust and artisanal design to remind you of the proud, hard-working Scandinavian feeling we want to create.” How are you inspired by fashion? “As a designer, I’ve had so many ideas I want to try, but it has to work at an economical level for the restaurants and the laundries. But of course we work with fashion. The Chinese collar is one example where the shirt feels slightly more relaxed than strictly formal. We are also experimenting with simpler twists on the jackets. Single button rather than double button design. Shorter sleeves, for example. The fact that the jacket looks simpler and scaled-down doesn’t necessarily mean it’s simpler to make. An additional pair of hands is often needed for the pattern work, but the garment is seen to be more sober and sophisticated. Sort of like food preparation. Dishes that seem simple are often quite advanced to make.”
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SEGERS
You are a designer at Segers. What’s your views on this year’s news and collection? “Segers is a Swedish brand, and we think there should also be a Scandinavian feeling in the clothes. There’s a lot to be proud of up here. Beautiful natural landscapes, successful chefs and exciting ideas and visions. This year, we have worked a lot with blue tones and a clear moss-green colour, which is pretty typical for our landscape. Fresh and cute colours that break away from the traditional white or black standard range. Otherwise, we naturally want to work with great quality, conscious choices and honest production.” Who decides what the restaurant clothes actually look like? You or the industry? “A combination. We work closely with the industry and of course, eagerly snap up what the chefs and waiting staff like and think about our clothes. Work clothes meet fashion – this is increasingly common, and the chef’s jacket isn’t immune to this. But, everyone to their own tastes, and each restaurant has its own profile they want to clarify. Generally, chefs around 25 want classic details like hand-sewn buttons, fixed to a modern and slim fit jacket or shirt. We can also see that chefs with a few years in the industry are happy to experiment with different clothing than what is traditional – such as aprons and purely ‘fashion’ items. But often, the staff on their own don’t get to decide what they wear. Some restaurants of course want the clothing to fit in with the overall concept of the restaurant. This allows us to create unique clothing, designed specifically for the concept. The result is often determined by finances, ideas about the concept, and function. There are many different conditions out there.”
DESIGN / CONCEPT
MAGAZINE
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DESIGN / CONCEPT
SEGERS
1089 769 / WRAPAROUND JACKET, MEN’S. 1088 769 / WRAPAROUND JACKET, WOMEN’S. Buttoned with concealed snap buttons and a tie band at the side. Pockets in longitudinal seams at the front. Slits in the sides. Quality: 47/53% linen/cotton. Size: Men’s C46–60, Women’s C34–50. Colour: 005 blue.
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DESIGN / CONCEPT
MAGAZINE
1080 660 / WAITER’S JACKET, MEN’S. 1086 660 / WAITER’S JACKET, WOMEN’S. Stand-up collar with striped detail on inside. Breast pockets, one with decorative button. Side pockets; the right side pocket also has a coin pocket in striped fabric. Quality: 100% cotton. Size: Men’s C44–56, Women’s C34–46. Colour: 006 light blue. 4073 761 / WAIST APRON. Side pocket with key holder. Quality: 100% linen. Size: approx. 75 x 85 cm. Colour: 041 red/white, woven stripes.
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DESIGN / CONCEPT
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1. 1244 628 / DENIM SHIRT, WOMEN’S. Garment washed. Yoke and longitudinal seams front/back. Long sleeves with cuffs. Breast pockets with flap. Oxidised snap buttons. Round cut at bottom. Quality: 100% cotton denim. Size: XS–XXL. Colour: 076 dark blue. 2, 3. 4075 767 / BIB APRON. Brown removable straps made of vegetable tanned goat leather, pocket, adjustable hanging loop, must be removed for washing, only to be handled by a leather washing specialist. Breast pocket, pen pocket at right-hand bottom edge. Quality: 52/48% linen/cotton. Size: approx. 75 x 90 cm. Colour: 006 light blue, woven pattern.
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DESIGN / CONCEPT
MAGAZINE
1251 632 / LONG-SLEEVE SHIRT, MEN’S. 1250 632 / LONG-SLEEVE SHIRT, WOMEN’S. Stand-up collar, breast pockets. Wider front opening. Long sleeves with cuffs/slits. Slightly rounded hem. Yoke front/back. Quality: 100% cotton. Size: Men’s S–XXL, Women’s XS–XXL. Colour: 000 white. 4081 766 / BIB APRON. Braces adjusted with buttons and buttonholes at the sides. Kangaroo pouch. Dark grey, solid colour. Quality: 51/49% linen/cotton, canvas. Size: approx. 75 x 80 cm. Colour: 063 yellow, printed pattern
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DESIGN / CONCEPT
SEGERS
4079 764 / BIB APRON. Adjustable neck strap with buttonholes. Breast pocket, pen pocket, side pocket, pen pocket on lower left side. Quality: 50/50% linen/cotton. Size: approx. 75 x 90 cm. Colour: 085 green, mixed.
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DESIGN / CONCEPT
MAGAZINE
1252 633 / DENIM SHIRT, WOMEN’S. Garment washed. Yoke and longitudinal seams front/back. Long sleeves with cuffs. Breast pockets with flap. Round cut at bottom. Quality: 100% cotton denim with printed pattern. Size: XS–XXL. Colour: 076 dark blue.
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REPORTAGE / SOCIAL DINING
SEGERS
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REPORTAGE / SOCIAL DINING
Instead of restaurants?
MAGAZINE
You’ve probably heard about Airbnb, the app/website where anyone can change their apartment or house into a hotel. Not as well known are Vizeat, Eatwith and AirDine – services where you simply invite curious diners to food you cook in your own kitchen. And get paid. The new apps allow anyone to turn their home into a restaurant, lunch spot or breakfast hub. Only your imagination limits you – and you decide what you want to serve in your own kitchen. The menu is published directly through the app and guests in your local area can apply to eat in your home. The idea for Vizeat came to its founder Camille Rumani when she was celebrating Chinese new year in Peking in 2013, together with her Chinese colleague and their family.
and is due for launch in 2016. The app allows you to quickly see who is offering evening meals in your area, the number of spaces available and what it costs. Booking queries are sent with a simple click and all payment is made through the app. Jonas Järvmarker is the owner of Avenyfamiljen that is behind AirDine. “AirDine is an exciting concept that we want to develop. Avenyfamiljen also runs traditional restaurants, but I don’t think we risk competing against our own restaurant business. Most people have just a standard home kitchen, with limited space. It would be hard for an amateur chef to receive large numbers of guests. Then of course we’ll have to wait and see if this is a hit on a larger scale. Whether it will become a ‘thing’, to eat at a stranger’s house. Obviously we hope there is interest in both AirDine and traditional restaurant experiences,” says Jonas.
“It was the first time I had the opportunity to experience Chinese culture from the inside. I could also ask as many questions as I wanted, both about the food and about Chinese culture,” she explains. Based on Camille’s own experiences, Vizeat first launched to travellers as its main audience. A way for people to get closer to each other’s culture. But it was more than just travellers who were interested in this new way of eating. In spring 2016, Vizeat also launched a mobile app to simplify the experience for foodies. The company behind AirDine is Avenyfamiljen, which has opened many restaurants in Gothenburg in recent years. The app has been tested in its beta phase since autumn 2015,
Kristian Sahlberg, 35, is a test pilot for AirDine and has tried social dining before. “The idea of meeting other foodies and exchanging experiences and taste sensations is clearly awesome. It’s more time to chat about food. My partner and I eat out very often, and this social way of doing it is a clever alternative. We go there without any preconceptions, and for me, it doesn’t matter if the person behind the dishes is trained in cooking or not. That said, obviously I hope to get a good food experience and for it to inspire my own cooking at home,” says Kristian.
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DESIGN / CONCEPT
SEGERS
1253 633 / DENIM SHIRT, MEN’S. Garment washed. Yoke and longitudinal seams front/ back. Long sleeves with cuffs. Breast pockets with flap. Round cut at bottom. Quality: 100% cotton denim with printed pattern. Size: S–XXL. Colour: 076 dark blue. (The leather bag in the image is a prop.)
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DESIGN / CONCEPT
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MAGAZINE
1. 1087 769 / CHEF’S JACKET, SHORT SLEEVE. Slim fit. Concealed closure with snap buttons. Breast pocket, sleeve pocket. Hanging loop in the collar. Slits in the sides. Quality: 47/53% linen/cotton. Size: C46–60. Colour: 005 blue mix. 2. 4076 628 / BIB APRON. Garment washed. Adjustable braces with buttons/buttonholes at the sides. Breast pocket, side pockets with flap, the right one with a key holder. Quality: 100% cotton denim. Size: approx. 75 x 90 cm. Colour: 076 dark blue. 3. 6135 299 / CHEF’S JACKET, SHORT SLEEVE. Slim fit. Zip. Breast pocket with flap. Yoke and longitudinal seams at the back. Hanging loop in the collar. Rounded hem. Quality: 67/33% cotton/polyester, tricot. Size: UNISEX, XS–XXL. Colour: 014 grey mix. 4. 4083 768 / BIB APRON. Braces adjusted with buttons and buttonholes at the sides. Three pockets at mid-front. Quality: 58/42% linen/cotton. Size: approx. 75 x 80 cm. Colour: 005 blue, woven stripe
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DESIGN / CONCEPT
SEGERS
1090 770 / CHEF’S JACKET. Slim fit. Long sleeve with cuff, button, slit. Concealed closure. Visible buttons at collar. Breast pocket. Slits in the sides. Hanging loop in the collar. Quality: 100% linen. Size: C46–60. Colour: 013 graphite. 4075 285 / BIB APRON. Green, camouflage-patterned removable details made from vegetable tanned lamb’s leather, pocket, adjustable hanging loop, must be removed for washing, only to be handled by a leather washing specialist. Breast pocket, pen pocket at right-hand bottom edge. Quality: 65/35% polyester/cotton, canvas. Size: approx. 75 x 90 cm. Colour: 010 dark grey.
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MAGAZINE
SEGERS FABRIKER AB Företagsgatan 30, 504 64 Borås, SWEDEN Tel +46 33-23 10 00 • www.segers.com • info@segers.com T H I S CATA LOG U E I S P R I N T E D O N C H LO R I N E - F R E E PA P E R A N D C O M P L I E S W I T H T H E S I S R E Q U I R E M E N T S FO R S W A N E C O - L A B E L L E D PA P E R .
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