Nยบ2 2019
segers maga zine
P 06 / A happy mix of Japan, a bar and takeaway. P 18 / The praline queen who prefers salty to sweet. P 24 / Our customers have spoken.
SEGERS
INTRODUCTION
MAGAZINE
We met up with Joy Harris, the “Praline Queen”, who creates colourful treats that only a select group in the fashion business gets to taste. So it’s lucky that successful duo Adam and Albin’s Misshumasshu is all about “accessibility”. Here you can enjoy a ten-course dinner, pick up noodles of peerless quality after a night out or sip drinks that are served neither shaken nor stirred. We can also reveal that after a thorough rethink, we are ready to present chef’s jackets and aprons 2.0. In order to make the best possible improvements, we have of course listened very carefully to what our customers have to say .
Mia Kinn / Marketing Manager at Segers
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DESIGN / CONCEPT
SEGERS
1017 CHEF’S SHIRT, C44-60 Slim fit. Concealed closure with snap buttons. Yoke front. Longitudinal seams front/back. Double pen pocket left sleeve. Hanging loop in the collar. Qual 201: 65/35% polyester/cotton, Twill. Wash 85°C. Colours: 002 navy, 011 light grey, 038 rust, 086 olive
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DESIGN / CONCEPT
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1012 CHEF’S SHIRT, WOMEN’S, C34-50 Slim fit. Concealed closure with snap buttons. Yoke front. Longitudinal seams front/back. Double pen pocket left sleeve. Hanging loop in the collar. Qual 201: 65/35% polyester/cotton, Twill. Wash 85°C. Colours: 002 navy, 011 light grey, 038 rust, 086 olive
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INTERVIEW / MISSHUMASSHU
SEGERS
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Photo: Sebastian Pettersson
INTERVIEW / MISSHUMASSHU
A happy mix of Japan, a bar and takeaway.
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and drink. But it’s also about accessibility. Everyone is welcome whether they come in to buy noodles after a night out, have a drink in the arcade after work or enjoy a ten-course meal in the restaurant. Everyone should be able to enjoy good flavours at an affordable price. It makes it easier to be spontaneous; you don’t have to book – you can just walk in. How traditionally Japanese are you? Not at all. We are not Japanese and have no ambitions to run an authentic Japanese restaurant. We have our own style and we’re not tied by tradition. Instead, we prepare food that we think is really good, even if some people think it’s prepared the wrong way. Classic Japanese dishes are prepared according to strict rules and there are lots of “no-nos”. We do things our way. In what way? For example, how we make broth. We work according to classic Scandinavian and European methods and go more by feel. For example, we could season a broth with thyme if we felt like it. That would never happen in Japan. At the same time, we see many similarities between Japanese and Scandinavian cuisine. It is pure food, with fantastic ingredients that are served simply, with plenty of freshness. And how did the bar come about? We wanted to have a small, intimate bar with good music, where you could get drinks of peerless quality fast. When we’ve been out we’ve felt almost reluctant to order cocktails because it just takes so long. We were instead inspired by an American dive bar and have focused on logistics. So at Misshumasshu nothing is shaken and stirred, arranged and strained – here you can do without that.
On beautiful Birger Jarlsgatan, acclaimed duo Adam and Albin have opened their latest venture. Open to everyone, day and night. One part Stockholm, one part Tokyo. Noodles and whiskey. Sliders and sake. A real mishmash – or “misshu-masshu” as they say in Japanese. We talked to Adam Dahlberg who together with Albin Wessman is also behind the acclaimed restaurant Adam/Albin, the food studio Tvätteriet and the Raamen noodle bar What were your thoughts when developing the concept? Actually, it started with the location and these fantastic premises. It’s often the other way round. We wanted to have a lot to offer – a cool bar, a fantastic restaurant and a takeaway section where you can do like they do in Japan. That’s to say, order a bowl of ramen when you’re out drinking. Misshumasshu suggests that it is a mixture. But what of? It’s a mixture of what we like. It’s a bit Stockholm, a bit New York and a bit Tokyo. The concept’s tagline “Misshumasshu – Inspired by Japan, mixed by Adam & Albin” says a lot about our focus. The restaurant is characterised by Japanese influences, but everything we do has a clear Swedish identity. So what is it that links everything together? That you can expect good things in the way of both food
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INTERVIEW / MISSHUMASSHU
SEGERS
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INTERVIEW / MISSHUMASSHU
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Photo: Sebastian Pettersson
DESIGN / CONCEPT
SEGERS
1094 SHIRT, WOMEN’S, C34-50 Slim fit. Fabric-covered buttons. Long sleeves with cuffs, buttons, slits. Breast pocket. Yoke, longitudinal seams front/back. Rounded hem. Slits in the sides. Loop on outside of collar for apron ties. Hanging loop in the collar. Qual 245/261: 50/50% polyester/Tencel. Wash 60°C. Colours: 000 white, 011 light grey, 015 black
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DESIGN / CONCEPT
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DESIGN / CONCEPT
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DESIGN / CONCEPT
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1002 CHEF’S JACKET, WOMEN’S XS-3XL Concealed snap buttons. Bust dart. Short sleeves with double pen pocket on left. Hanging loop in the collar. Qual 257: 50/50% polyester/cotton. Wash 85°C. Colours: 000 white, 002 navy, 011 light grey, 015, 045 plum
4579 BIB APRON, 70 X 100 CM Neck strap is adjustable with snap buttons. Pocket with bellows pleat on right side, key holder. Loop for hanging. Qual 628: 100% cotton denim, garment washed. Wash 60°C. Colours: 076 dark blue
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DESIGN / CONCEPT
SEGERS
1027 CHEF’S JACKET, MEN’S, C44-60 Slim fit. Concealed closure with snap buttons. One button visible at collar, remove before washing. Breast pocket. Long sleeves with cuffs, snap button, slits. Yoke, longitudinal seams front/back. Rounded hem, long at the back. Loop on outside of collar for apron ties. Hanging loop in the collar. Piping in collar, yoke, sleeve. Qual 261: 50/50% polyester/Tencel. Wash 60°C. Tumble dry at max 50°C, iron dry. Colours: 000 white
4091 BIB APRON, APPROX. 80 X 85 CM Braces, approx. 110 cm, adjusted with D rings at the sides. No side strap. Held in place by the braces. Side pockets. Rivets on braces, pull tabs at the sides and pockets. Qual 892: 100% sheepskin. Dry clean/Leather clean. Colours: 028 brown
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DESIGN / CONCEPT
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1023 CHEF’S JACKET, MEN’S, C44-60 Slim fit. Concealed closure with snap buttons. One button visible at collar, remove before washing. Breast pocket. Sleeves with slits. Yoke, longitudinal seams front/back. Rounded hem, long at the back. Loop on outside of collar for apron ties. Hanging loop in the collar. Piping in collar, yoke, sleeve. Qual 261: 50/50% polyester/Tencel. Wash 60°C. Tumble dry at max 50°C, iron dry. Colours: 000 white
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DESIGN / CONCEPT
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1077 JACKET, MEN’S, C44-60 Stand-up collar. Hanging loop in the collar. Breast pockets. Side pockets; the right side pocket also has a coin pocket in striped fabric. Double rows of buttons, only one with buttonholes. Qual 628: 100% cotton denim. Garment washed. Wash 60°C. Colours: 076 dark blue
4090 WAIST APRON, APPROX. 80 X 55 CM Pockets. Rivets on the fastening of the side straps and pockets. Side strap approx. 110 cm. Qual 892: 100% sheepskin. Dry clean/Leather clean. Colours: 028 brown
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DESIGN / CONCEPT
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INTERVIEW / JOY HARRIS
The praline queen who prefers salty to sweet.
You were self-taught when you entered the business. How did it all begin? I’ve always thought baking was fun, but my interest in it as a career probably really began when I made the dessert for my mum’s 50th birthday party. It was a great success, and immediately after that I was asked if I would make a wedding dessert for 100 guests. After that, the jobs have just rolled in, largely thanks to social media. I’ve always styled and photographed what I’ve made to put on my Instagram feed. After Le Cordon Bleu in London, you worked as a sous chef at Berns and Operakällaren, and came second in the Dessertmästarna contest, all while running your own company JFH Pastry. What is it that motivates you? Yes, I’ve had a few really intense and fun years. Above all, it’s because I want to improve all the time, and I push the limits to be the best I can possibly be. How do you do that? I just go for it. Before I did my training, I just got out there and evolved through trial and error. I improvised and threw stuff together. If it wasn’t any good I just tried again and again until it was how I wanted it. It’s a method I still use, although I am now a bit more on top of things than when I first began in the business. I strive for perfection the whole time, and I don’t give up until I’m satisfied. Do you work the same way when developing flavour combinations? Yes, pretty much. I’m curious, and I’m constantly searching for the next super combination, so you have to experiment. I have tried all possible flavour combinations in a variety of forms, which has given me a keen sense of flavours. So, what do you consider when you are creating new recipes? The flavours are the most important element, closely followed by the colours. The actual form I tend to leave for last. Then I always want to have something vegan; I think that’s nice. Some people have this idea that vegan options are disgusting, but I think that’s nonsense. It’s just about
artist, and my mum has always had creative projects on the go. So colour has always been a natural part of my life. When it comes to my pastries, colour is really important. I like when things stand out, so I use a lot of colour. You eat with your eyes, in a sense, so it’s not enough just to make delicious pralines. Your pralines really are like little works of art. What was your most recent project? The most recent was pralines for an event organised by Plaza Kvinna together with Marimekko. I recently also made pastries shaped like bags for ATP Atelier’s launch event. I’ve come a long way with my pralines, but I’ve had a lot of help getting into this business from talented people around me. I don’t think you can succeed alone. You have to have people behind you pushing you onwards and encouraging you – and liking your pastries, as in my case.
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creating a good recipe and a good product. Is there any ingredient you particularly like working with? Well, I like to work with most things. But right now it’s chocolate. The best thing about chocolate is that you can do so much with it. Once I’ve got a passion for something, I’ll try everything with it. Every colour. Every flavour. Every texture. I become obsessed, and when I get into a phase like that I just buy every form that it comes in. Then I focus on making the product as good as possible. I want to feel that I have managed to get the most out of the ingredient. I wouldn’t sell something if I didn’t think it was perfect. Is there any particular Joy Harris style? The look above all. I like to think that I have my own style, which runs through everything I do. But I think my products stand out when it comes to flavour as well. I like to use odd flavours in my pralines, for example. Things like celery, which is a very fresh flavour. But then I use a lot of salt. I have salt in just about everything, a lot of salt. As a flavour enhancer usually; although I also make some pralines where the predominant flavour is salt. I’m actually not that keen on sweet things. As far as sweet things go, it’s biscuits I have a weakness for. What is it you like about salt? Everything, ha ha! You might immediately just think of ordinary table salt, but in fact there are so many different types of salt and they all taste different. We have salt that comes from rocks and from the sea, all in different degrees of coarseness. Pink Himalayan salt, for example, is my personal favourite. And then you focus on the look. How do you approach colour? I love colour. I come from an artistic family; my dad is an
She is the praline queen who was self-taught when she entered the business. Her desire for continuous improvement took her to the famed culinary school Le Cordon Bleu in London, where she achieved her Diplôme de Pâtisserie. Since then, as a pastry chef, she has appeared on television and worked at luxury restaurants, where she has enchanted the fashion and PR industries with her sweet treats.
INTERVIEW / JOY HARRIS
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DESIGN / CONCEPT
SEGERS
1074 SHIRT, WOMEN’S, XS-2XL Long sleeves with cuffs, buttons, slits. Breast pocket. Yoke, longitudinal seams at the front. Rounded hem, long at the back. Loop on outside of collar for apron ties. Hanging loop in the collar. Qual 265: 65/35% Tencel/cotton, garment washed. Wash 60°C. Do not tumble dry. Will fade with washing! Colours: 007 denim blue (indigo dyed)
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DESIGN / CONCEPT
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4078 BIB APRON, APPROX. 75 X 90 CM Waist tie strap. Double pocket. Elasticated braces, art. no. 0568, must be purchased separately. Must be removed before washing. Qual 282: 65/35% polyester/cotton, Canvas. Wash 85°C. Colour: 043 dark red, 026 khaki, 002 navy, 010 dark grey, 015 black
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DESIGN / CONCEPT
SEGERS
1271 SHIRT, MEN’S, XS-3XL Stand up collar. Outside tab on the collar for apron straps. Cuff with slit/button. Breast pocket. Yoke on back with box pleat. Contrasting colour fabric on inside of collar, the inside of sleeve, plus a triangle of fabric at the bottom side seams. Single buttonhole with orange thread. Qual 322: 80/20% cotton/polyester, woven stripe. Wash 40°C. Colours: 005 Blue/White
4089 BIB APRON, APPROX. 75 X 90 CM Adjustable neck strap with button/buttonholes. Side pockets in sheepskin. Tone in tone stitching on pockets. Loop for hanging. Qual 765: 55/45% linen/cotton. Wash 40°C. Colours: 002 navy marl
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DESIGN / CONCEPT
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1091 SHIRT MEN'S, C44-60 Slim fit. Fabric-covered buttons. Long sleeves with cuffs, buttons, slits. Breast pocket. Yoke, longitudinal seams front/back. Rounded hem. Slits in the sides. Loop on outside of collar for apron ties. Hanging loop in the collar. Qual 245/261: 50/50% polyester/Tencel. Wash 60°C. Tumble dry at max 50°C, iron dry. Colours: 000 white, 011 light grey, 015 black
4089 BIB APRON, APPROX. 75 X 90 CM Adjustable neck strap with button/buttonholes. Side pockets in sheepskin. Tone in tone stitching on pockets. Loop for hanging. Qual 282: 65/35% polyester/cotton, canvas. Wash 40°C. Do not use fabric softener. Do not tumble dry. Colours: 015 black
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INTERVIEW / SEGERS
Our customers have spoken.
What’s new this year? We think releasing something new just once a year isn’t enough, so now, for the first time, we’ll also be releasing new items in August. This time we have taken a look at the aprons in our basic range and have changed the width and length. And changed the models for our chef’s jackets in colour. What was it that triggered this rethink on your bestsellers? Obviously our customers expect our basic items to be around for a long time, but even these items can be improved. Many of our bestsellers have been around for three decades, so it was time for an update. So in connection with this we asked for suggestions for improvements from our customers on all our markets, including outside Scandinavia. How does it work, gathering customer comments? Well, we get requests that are passed on by our salespeople, who work with everyone from end customers to laundries and retailers. We also pick up what chefs and waiting staff say about our clothes at competitions and fairs. In addition, we work actively with a number of sponsorship assignments, and a lot of valuable comments come in that way? And once the comments have been received, what happens then? Then we develop new models based on the comments that come in. These are then tested in various focus groups. It’s more than just the comfort and aesthetics that matter. It’s also important for our garments to be able to cope with continuous washing – and sometimes at a high temperature, so we also get laundries to do laundry tests. What was your focus when you made this year’s improvements? For them to stand the test of time and not push up the price. Most of these products have high demands with regard to durability, and at the same time are very price-sensitive. So we are curious – what have you done in terms of improvement? Yes, I understand that. For the waist apron, we had requests from our customers for a wider apron. So now
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we have produced a new variant of our existing model 4444. 4576 is 100x50 cm instead of 75x43 cm (page 27). In response to requests we have also adjusted the length of the aprons, meaning they are now 85 cm long as well as 100 cm wide. Thus slightly shorter than before. They were shortened mainly to avoid any feeling of getting caught up once the apron became wider. What improvements have been made to the chef’s jacket? We have had a lot of requests for chef’s jackets with press studs. Of course you have to be able to get the clothes off as quickly as possible if, for example, you get oil on yourself. But press studs also make it easier to get dressed. Therefore we have chosen to develop our colourful jackets 5330 (short sleeve) and 5331 (long sleeve), producing new models with press studs in a single row instead of double buttons. We have also made the jackets a bit more slimfitting, since more and more customers choose this rather than the classic straight cut. We have chosen to keep the pen pocket, and the fabric is the same as our 201 quality – twill in 65% polyester/35% cotton. Some of the colours have gone, but the range has become broader, as we have added the equivalent colours to the women’s versions (pages 4-5). Our 4530 model has also been given a makeover. It now comes with press studs by customer request, and in several gorgeous new colours. Otherwise, as before it has 3/4 length sleeves with a pen pocket, and is made from fabric quality 257 – domestik, 50% polyester/50% cotton (pages 12-13). So was the bib apron also improved? Yes, a lot of our customers have long wished to be able to do up the neck strap with a press stud to avoid that uncomfortable knot. That’s why we are now launching 4579. The model will be available in most of the same colours and variants as our classic apron 2337. The difference between 4579 and 2337, besides the neck strap fastening, is the length and a slightly adjusted bib width. In addition, the neck strap itself is wider to reduce the strain on the back of the neck (pages 12-13). Anything you are particularly proud of in this year’s collection? It’s mostly that Segers is an attentive company that listens to the industry and dares to makes changes to its bestsellers. And in addition to updating our basic garments, we have also added the option of a comfortable and durable stretch fabric to our range of classic waiter shirts. Now we just have to hope that the updates are received in a positive way.
Our bestsellers have been around for over three decades, meaning it was time for an update. And customer feedback was essential. After a thorough rethink, we are now able to present chef’s jackets and aprons 2.0. Marketing Manager Mia Kinn guides us through the various improvements. Hope everyone likes them.
INTERVIEW / SEGERS
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DESIGN / CONCEPT
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1261 SHIRT MEN’S, XS-3XL Slim fit. Qual 323: 63/34/3% cotton/polyester/stretch, Poplin. Wash 60°C. Colours: 000 white, 015 black
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DESIGN / KONCEPT CONCEPT
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1260 SHIRT, WOMEN’S, XS-3XL Classic cut, slightly waisted. Qual 323: 63/34/3% cotton/polyester/stretch, Poplin. Wash 60°C. Colours: 000 white, 015 black
4576 WAIST APRON, 100 X 50 CM Double pocket at front centre, with bellows pleat, key holder. Loop for hanging. Qual 628: 100% cotton denim, garment washed. Wash 60°C.
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SEGERS FABRIKER AB Företagsgatan 30, 504 64 Borås Tel. +46 (0)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 CO - L A B E L L E D PA P E R .
P H OTO : PAT R I K H A G B O R G . C O P Y: M E C K A