Elvine AW12-3

The Elvine Post ANNO 2001

THE LOOKBOOK EDITION AUTUMN/WINTER 2012

EXCLUSIVE:THE INCREDIBLE BOATTRIP

While designing the 2012 autumn/winter collection we at Elvine decided to take it back to the roots, looking for inspiration in all of our dearest friends. We gathered a crew with no sea experience what so ever and set out on a little journey through Gothenburg’s archipelagio. We provided them with beer, a three course dinner and a selection of clothes that would handle the extreme weather Sweden is known for. Ship Ahoy!

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Scandinavians:“no bad weather, just bad clothing” The winter of 2012 is going to be the coldest winter in ages. All around Europe we are going to see temperatures dropping below -25°C and more snow then we’ve ever had before. No need to worry though, if you have a proper winter jacket you will most certainly live through the season. And as we say in Sweden, “There is no bad weather,

just bad clothing”. To read

more about nice and warm winter jackets visit our website, www.elvine.se

CAST OFF

Ship Ahoy!

A nice line up of the best sea rats Gothenburg can offer. And although none of the new crew members on the tugboat Herkules had much experience at sea they were pretty happy getting away from their usual nine-to-ďŹ ve jobs.

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2012 IN PHOTOS

THE ELVINE STORY Elvine Mänd may not be known by a lot of people, but her legacy and name is embroidered on the behinds and across the hear ts 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 bir th to a boy named Daniel Mänd, who would revive Elvine in a whole new way. Daniel grew up in the outskir ts 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 industr y. 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 ever yday life, and more impor tantly, in his friends. It was about having a good time and bringing his community closer together. And somehow, the founder had become the ver y 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

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THE LOOKBOOK EDITION AUTUMN/WINTER 2012

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2012 IN PHOTOS

CORRECTION

Due to incorrect information received from the court office, Diane Simpson, 39, was incorrectly listed as being fined for prostitution in yesterday’s paper. The charge should have been failure to stop at a railroad crossing.

We apologize for the error.

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THE LOOKBOOK EDITION AUTUMN/WINTER 2012

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2012 IN PHOTOS

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THE LOOKBOOK EDITION AUTUMN/WINTER 2012

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THE FOOD COLUMN

Dinner at sea Since way back Guttan has been a real champion in the kitchen and that’s why we put him in charge of the dinner. “No problem”, he brawled with his Gothenburg accent and started peeling 400 potatoes. To the right you can find his recipe for the amazing dinner he cooked for us.

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THE LOOKBOOK EDITION AUTUMN/WINTER 2012

FIRST

SECOND

THIRD

FISH, LOBSTER AND SHRIMP SOUP

FRIED HERRING WITH MASHED POTATOES

ROSEHIP SOUP WITH VANILLA ICE CREAM

1 cod fillet 1 salmon fillet 100 g shrimp 50 g lobster tails 1 bunch asparagus 1 cup dry sherry 1 cup sour cream 1 ml single cream 5 cups water A fish stock cube 1 clove garlic 1 shallots thyme pepper

30 herring flounders, trimmed 3 eggs 4 cups milk 1 / 2 cup French mustard 1 / 2 cup Swedish mustard salt & pepper 1 cup rye flour 1 cup bread crumbs

5 cups of dried rose hips 1.5 liters of water 1.3 dl sugar 1.5 tablespoons of potato flour 1 cinnamon stick

Directions 1. Peel and chop the onion and garlic.

2. Cut the fish into small pieces.

3. Remove the lower part of asparagus and cut it into pieces.

4. Heat a cube of butter in a saucepan.

5. Add the onion, garlic and fish and let it get some color.

6. Boil water and dissolve the fish stock cube in the water.

7. Pour in water, sour cream and cream in the saucepan.

8. Add the shrimp, lobster tails, asparagus and sherry.

9. Bring to the boil, add the thyme and pepper.

10. Let simmer on low heat for about 25 minutes.

11. Serve the soup with a slice of bread.

Directions 1. Wash the herring in cold water and cut off any fins.

2. Mix mustard, egg and milk. Season with salt and pepper.

3. Put down the well-drained herring and let them marinate in the milk mixture for at least one hour.

4. Meanwhile boil the potatoes in lightly salted water.

5. Mash the potatoes and mix in butter, milk, nutmeg, salt and pepper.

Stir or whisk smooth.

6. Spread parsley over herring flounders and cover them with mixture of rye flour and breadcrumbs. Fry in butter, 2-3 minutes on each side.

7. Serve the herring with the mashed potatoes and lingonberries.

Mashed potatoes: 800 g floury potatoes 4 cups milk 100 g butter salt, pepper, nutmeg

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1. Soak the rosehips, preferably overnight.

2. Boil the rosehips for about 10 minutes. Stir occasionally so that the rosehips break. If needed mix with a hand blender.

3. Add the cinnamon stick.

4. Remove from heat, mash the rosehips and strain out cores and skin.

Pour the rosehips a few at a time into a sieve and press them through with a spoon.

4. Throw away the cores and skin.

Push through the next batch of hips until you have passed them all through the sieve.

5. Heat the rosehip soup in a saucepan add the sugar and stir in potato starch.

6. When it boils, set the soup aside.

7. Serve the rosehip soup warm with vanilla ice cream.

CHESS COLUMN

A game of Bromus Secalinus Johannes and Otek in the middle of a dramatic game of chess. If ’s fair to say both of them had some help from the others since neither of them actually ever played the game before.

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THE LOOKBOOK EDITION AUTUMN/WINTER 2012

Otek/black 8 7 6 5 4 3 2 1 a

b

c

d

e

f

Johannes/white

g

h

g

h

Position after 12 Qd4 Guttan/black 8 7 6 5 4 3 2 1 a

b

c

d

e

Owen/white

f

Position after 22 Bd4 Chess strategy consists of setting and achieving long-term goals during the game. For example, where to place different pieces while tactics continue to concentrate on immediate maneuvers. These two parts of the chess-playing process cannot be separated, because strategic goals are mostly achieved by the means of tactics, while the tactical opportunities are based on the previous strategy of play.

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BRAIN FITNESS GAMES

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THE LOOKBOOK EDITION AUTUMN/WINTER 2012

CROSSWORD

ACROSS 1. Holy carpenter 3. Montly payment 6. Computer debut of 1998 7. Hell of a guy 8. Swedish fashion brand 10. Domesticized animal 13. Horseback gure 14. Modern-day nomad 17. Vegetation in the shining 19. Large buoyant marine vessel 20. Potters pet 21. Mountain climbers tools 22. Played with reaper in the seventh seal

SUDOKU

1. Will keep you warm 2. Can be raglan or dolman 3. Motion of water 4. Gentleman sport 5. It can be bought without money 7. Elvine creator 9. Boat and half god 11. Plumber seen in arcade 12. Giant shrimp 15. Short for Morrissey 16. Heroic porportions 18. End of an ____ 19. Ellen in Dallas

FALLEN PHRASE

place the tiles in the boxes and create a well known phrase

F O T D P O H A C I T N D C B H I I T S C A S E S O I E R S V A O R U O P H L S T H E I T E

for correct answers see page 21 15

OUTDOOR ACTIVITIES & SPORTS

Golf at it’s finest Otek, who usually spends 40 hours a week on the golf course, came up with the brilliant idea of bringing some clubs to swing a few on the dock. So we docked and had Lina shoot the first few.

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P U B L I C S E RV I C E A N N O U N C E M E N T

DUPONT COMFORMAX

THE GREATEST PADDING

IN THE WORLD

DuPont ComforMax Classic is manufactured using the most advanced carding technology the provides 4-5 times more fiberfill layers than other forms of insulation. Each single fiberfill layer is only 5-10g/sqm and this true multi-layer structure is the secret of superior performance. It’s the ideal insulation for high performance outdoor wear, soft shell outer wear and even sleeping bags.

Excellent warmth DuPont ComforMax Classic offers excellent insulation value with amazingly low weigth through the m ulti-layer structure.This unique feature ensures that the microfibers are evenly dispersed and creates more air pockets that increase insulating performance.

Soft and lightweight The best combination of micro fibers in each layer delivers incredible softness and lightweight, therefore making the outer wear more comfortable and wearable.

Durability The multi-layer structure keeps DuPont ComforMax Classic durable and recoverable after repeated washing. Each layer of DuPont ComforMax Classic is an excellent barrier that prevents fiber migration.

Elvine, Clark, Dark Grey

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B OAT I N G & F I S H I N G

HERKULES THE INCREDIBLE

TUGBOAT Herkules was built in southern Sweden for C.C. Hanssons towing Ltd. The boat arrived at the Port of Gothenburg in August 1939 as Scandinavia’s most powerful ice-breaking tugboat.

Only weeks after Herkules was put into service hostilities began to mount in Europe and soon the Second World War was a fact.

The harsh winters in the early 1940s meant that almost all of Gothenburg shipping was paralyzed and now Herkules really had to show it’s worth as an icebreaker. She passed all her assignments with flying colors and gave assistance to hundreds of ships.

Over the years C.C. Hanssons Towing Ltd. acquired new tugs, replacing the older owns but Herkules held up so well to the competition that they kept her until 1981 when she was laid to rest at Eriksbergs shipyard. After 42 years in the shipping services, development and time had caught up with what was once the most powerful tugboat in Scandinavia.

Now Herkules is preserved and operated by a non-profit organization whose goal is to keep the boat as a working ship and a living piece of cultural and technical history.

Wethankallmembersof the Herkules crew for an unforgettable boat trip!

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2012 IN PHOTOS

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THE LOOKBOOK EDITION AUTUMN/WINTER 2012

CORRECT ANSWERS

FALLEN PHRASE

SODOKU J

E

S

U

S

A I

M

A

C

D

E

I

N

E

C

E

N

H

I

P

V

I

L

T

A

U

R

O

W

L

E

S

S

K E P

E

V

T

C

A

M

P

M

A

Z

E

S

R

U

I

C

E

A

CROSSWORD 21

L

E

X

R

E

S

C

H

HOMECOMING

Homecoming After a great day in our beautiful archipelagio the gang was happy to get back on land. Everyone felt a bit tipsy from the high sea, they said, but whether it was actually from the rocking of the boat or the large amount of beer, we leave unspoken. Johan summed it up pretty well with the words “I feel a bit round under my feet!�.

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Agents & distribution THE LOOKBOOK EDITION AUTUMN/WINTER 2012

SWEDEN

NORWAY

DENMARK

FINLAND

Elvine AB Järntorget 2 413 04 Gothenburg Sweden Phone: +46 31 55 69 60 E–mail: info@elvine.se Contact: Johan Johnsén & Mikael Hult

Fuel Fashion AS Birkebeinerveien 21 2316 Hamar Norway Phone: +47 90 99 51 60 E–mail: vegard@fuelfashion.no Contact: Vegard Tangen

Menta Clothing AB Sandvångsgatan 3 216 15 Limhamn Sweden Phone: +46 704 92 86 74 E–mail: johnny@menta–clothing. com Contact: Johnny Herbst

Element Wear Oy Slottsgatan 11 a 1 20100 Åbo Finland Phone: +358 20 750 0393 E–mail: stefan@element.nu Contact: Stefan Grönlund

ITALY

SPAIN

RUSSIA

Red Page Via delle pesche 721 47020 Pievesestina Italy Phone: +39 54 74 15 163 E–mail: g.hq@redpage.it Contact: Gianluca Giombolini

Silver Moon Concept Fuencarral, 39º 1 izqd 28004 Madrid Spain Phone: +34 657 627 344 E–mail: cesar@silvermoon. es Contact: Cesar Hervada

Fashion Trade 21-32 Sivtsev Vrazhek sidestreet 119002 Moscow Russia Phone: +79 03000 60 80 E–mail: krotov561@gmail. com Contact: Yury Krotov

THE NETHERLANDS & BELGIUM

FRANCE

GERMANY, AUSTRIA & SWITZERLAND

EXPORT MANAGER

Agent Showroom Jvfashion 6 Rue Braque Entree B, 3 étages 75 003 Paris France Phone: +33 672 31 56 08 Email: showroomjvfashion@gmail.com Contact: Jerome Tordjman

Kemner Distribution GmbH & Co. KG Weender Landstr. 1 37073 Göttingen Germany Phone: +49 551 500 83 12 E–mail: andy@kemner-distribution.de www.kemner-distribution.de Contact: Andy Aue

Mattias Edenholm Elvine AB Järntorget 2 413 04 Gothenburg Sweden Phone: +46 73 370 35 80 +46 31 55 69 60 Email: mattias@elvine.se

Lexson Brands BV De Roy van Zuidewijnlaan 2 /4 4818 GB Breda The Netherlands Phone: +31 76 5223186 E–mail: maarten@lexson.com Contact: Maarten Janse