Springtime for aviation 2011
LOOKBOOK Belongs to: ...............................................................
Springtime for Aviation Elvine spring/summer collection 2011 – inspired by the pioneers of aviation.
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THE COLLEGE DROPOUT Charles Lindbergh was the college dropout who one day decided to make 5 sandwiches, fill a bottle of water and then fly solo across the Atlantic. Boldly doing what no man had ever done before, he instantly became a mass-media celebrity and trendsetter. Admirers copied his leather jackets and loose aviator pants, toy makers turned him into an action figure and a new dance emerged called the “Lindy hop,� because it made the dancers feel like they were flying. This season Elvine celebrates all pioneers and college dropouts around the world. 02
Sophistiated clothes for unsophisticated behavior
Elvine SS11
01, 04. The custom-built single engine, single seat monoplane Charles Lindbergh used on the first non-stop flight from New York to Paris on May 20–21, 1927. 02. Airplane crossing. Google “Maho Beach” for our favourite modern version. 03. Lindy hop is a fusion of many dances such as jazz, tap, breakaway and Charleston, inspired and named after Charles “Lucky Lindy” Lindbergh. The dance was revived in the 1980s by American, Swedish, and British dancers and is still danced today. 05. Charles Lindbergh has been honored by a variety of world postage stamps. Air mail of course.
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Recipe for success 1 airplane 5 sandwiches 1 bottle of milk
Springtime for Aviation
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Jacket: Dave, grey melange Shirt: Jack Solid, soft white
Jacket: Terry, light grey Pants: Woodson, desert sand
Jacket: Jones, grey melange Shirt: Chase, blue orange check Pants: Woodson, dark sea
Jacket: Leopold, Navy Shirt: Chase, red check Jeans: Gibson, raw blue
THE SMOKING HEROINE As a child Amelia Earhart spent her days hunting rats with a rifle and hurting herself trying to ride homemade airplanes from the roof of the family tool shed. She grew up, bought a leather jacket, started smoking and became the first woman to fly solo across the Atlantic – hoping that her act would help change stereotypes about women. She started her own ground-breaking fashion line of two-piece clothing meaning that women wouldn’t have to buy suits in one and the same size. She wasn’t ashamed to cash in on her celebrity, thought women should pay for themselves and demanded an open relationship in her prenup when getting married. This season Elvine celebrates all pioneers and heroines around the world. Sophistiated clothes for unsophisticated behavior
Elvine SS11
“I want to do it, beacuse I want to do it” - Amelia Earhart
Jacket: Maria, old pink Dress: Violett, ash
Cardigan: Brooke, light grey melange Dress: Rose, dark grey melange
Jacket: Jasmin, green khaki Cardigan: Ronja, light grey melange Shirt: Elise, ice
Cardigan: Petronella, sand Shirt: Tille, ice
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Elvine AB Järntorget 2 S–413 04 Gothenburg Sweden Phone : +46 31 556 960 Fax : +46 31 556 961 Email : info@elvine.se Export Manager Mattias Edenholm Direct: +46 31 857 448 Cell: +46 73 370 35 80 Email : mattias@elvine.se
ELVINE MÄND may not be known by a lot of people, but her legacy and name is embroidered on the behinds and across the hearts of many. Elvine worked as a seamstress in Estonia during the Second World War. When the Russians invaded, Elvine made a run for Estonia’s neighbour, Sweden. In 1975, Elvine’s daughter gave birth to a boy named Daniel Mänd, who would revive Elvine in a whole new way. Daniel grew up in the outskirts of Gothenburg, and quickly became one with the streets and its graffiti culture. With the opening of his own street wear store, Daniel realized what it was he and his friends weren’t able to find in the clothing industry. He wanted to create something that came entirely from him and Gothenburg’s unrefined street culture, but made in the tradition of his grandmother. Wanting to reach people from the street, Daniel found inspiration in his everyday life, and more importantly, in his friends. It was about having a good time and bringing his community closer together. And somehow, the founder had become the very essence of his own brand. The unsophisticated boy from the streets became obsessed with quality and sophisticated craftsmanship. Daniel’s life on the streets merged with his grandmother’s functional legacy to create a new kind of Elvine: Sophisticated clothes for unsophisticated behavior