BRAVE AND HOPEFUL THEY EMBARKED ON A STRENUOUS JOURNEY INTO THE UNKNOWN.
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introduction
IDEA AND INSPIRATIONAL BACKGROUND
Movies are made from them. Books are written about them. And now, a Brand was born from them. They are the great achievements of real people from the past who change a moment in time and inspire a future of generations to come. Quebec Canada. 1924. The 1920’s was a decade of great prosperity for North America – full of celebration, dance and entertainment. It was often referred to as the ‘Roaring Twenties’ or the ‘Jazz Age’, but to many Europeans, it also won the title of the ‘Golden Twenties’ because of the economic boom following World War I. Despite its name, it was evident that the New World offered an abundance of opportunities and continued to attract a diverse population of immigrants throughout time. Voyages to North America date back to the Norsemen (better known as ‘The Vikings’) in year 1000. However, no further European exploration to Canada occurred until 1497 when a seafarer named John Cabot explored Canada’s Atlantic coast for England. Colonization started as early as the mid-16th century. But it wasn’t until the second half of the 19th and the early 20th centuries that gave way to an in flux of European immigrants in unremitting waves. Flocks of vessels reached Quebec, New Brunswick, New York, Boston and other ports along the Canadian and US frontier with thousands of European immigrants ready for a new life. For many, the journey would offer ample land for farming. For some, the cities became crowded hubs for new business. For others, it was an escape from famine and health epidemics; freedom from state church and religious confinement; or refuge from political radicalism. Canada became a population predominantly of English and French descent (Quebec
comprised of 25% French). Yet, its appeal extended to Europeans of every nation, culture and creed. Canada would eventually become home to a number of Danish emigrants in the early 20th century. A group of modern-day explorers who sailed the same waters to the same land that their Viking ancestors once sailed nearly a millennium earlier. 1924 marks the year of the largest number of Danish emigrants into Quebec Canada. For one of the smallest European countries at the time, these Danish emigrants – a homogeneous and welleducated people – took that great step of courage, curiosity and adventure. While the reasons for migration across each European culture varied greatly – even the Danes rationalized their exploration differently. But the one thing they shared was a dream and a hope for something better. At a time without the Internet, hundreds of media sources and copious amounts of information – a migration of this magnitude is done blindly and requires the utmost bravery, tenacity, determination and adventure at its core. If our past is truly the greatest indicator of our future – then it would only be prudent to draw inspiration from the extraordinary men and women whose noble values set them apart from the ordinary. And that’s exactly what we’ve done as a brand. FQ1924 is built on this ‘frontier spirit’. As a Danish men’s fashion brand, we are inspired by our ancestors of this time – and breathe the same values of courage, curiosity and adventure into the brand we live. Our clothing tells a story of truth and heritage. In every piece we design, we deliver fashion so uniquely authentic – history is both being relived and made at the same time. Frontiers of Quebec. 1924. This is what stories are made of.
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INTERVIEW WITH BOB JENSEN
PASSENGER ON THE DUTCHESS OF YORK In our quest to learn more about these courageous men and women who migrated from Denmark to Quebec Canada in the early 1900’s – we came across one of the original Danish emigrants, Bob Jensen. Now, at a young eighty years old, his memory of the trip and what came after is as vivid as it was when he was only six years old and made the journey to a new land with his parents.
What is your earliest memory of the migration from Denmark to Canada? I remember our second trip to Canada more clearly. My father first sailed to Canada on his own in 1928. We joined two years later. However, would return to Denmark again in 1936. This was short-lived, as I became very sick with the whooping cough. This, I remember very well – because I was put on a strict diet of bananas and raw meat. The bananas were hard to come by in Denmark at the time. Between not getting the right nutrition, and mostly due to the dampness of Denmark – Doctors said I would die if we stayed there. So, we set off for Canada for good this time. I remember having to get many vaccinations before the trip. Why did your parents choose to leave Denmark and move to Canada in the first place? My father was a trained engineer – and got his training in Denmark. But he also had a love of cooking and brought that love of food to Canada. Canada was a young country with a lot of opportunities. My
father landed a job right here in Montreal at Murray’s Restaurant, a chain at the time with restaurants also in Ottawa and Toronto. He was a hard worker and had two shifts as a chef in the beginning of our life in Canada. Can you tell me about the conditions of the boat trip over? I remember sailing from Denmark to England, where we then had to take a much larger ship to Canada. There were different levels of class – which were separated very distinctly. We stayed in the lower deck, as my mother didn’t have much money. Even meals were scheduled at different times for each class of wealth. I remember being served liver, of all things! What young boy likes to eat liver? (said with a smile). We were never treated poorly – but knew our standing to the other classes of people. I remember that we had to share a small room with another couple. But I was mostly roaming the boat as any adventurous sixyear-old boy would. ☛
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How long was the trip and what was your emotion during that time? The entire trip lasted roughly one week, give or take. I remember there being a horrific storm for about three days of it. The ship tossed and turned in incredible waves. They had to close the deck and cage a lot of the areas around the ship. Even the dining tables were fenced to prevent people from flying around the cabin. I was lucky to be one of the few who remained free from sea-sickness. This gave me so much freedom as a boy – because my mother, like so many people, were confined to their rooms because they felt so ill. Do you remember any of your time in Denmark when you were young? I remember a long walk to Granny’s farm! After arriving in Denmark the first time – we had run out of money. My father was still in Canada, so my mother did this all on her own with a small child. I am still impressed to this day about the strength she had. We carried everything in a wagon from the ship to my grandmother’s house. I remember some details of granny’s house. How her kitchen was facing the backyard and had a pantry. The smell of Danish blue cheese – so strong! And roosters and chicks in the front of the farm. I remember a lot of farm land. But I was very young – and these little details were the ones that made impressions.
fellow Danes except at church. Because of this, I think we opened ourselves greatly to embrace our new life. Although, I do know there was one community of Danish immigrants who formed a rather large community in New Brunswick. There is a region there now known as New Denmark because of the Danes who settled there. It was a large potato industry. How was it growing up in Canada? I presume you like it, since you stayed there until today? I am so proud of being a Danish Canadian. My three children are also proud of their Danish heritage. I grew up watching my father work so hard and soon after his days in the restaurant business, he went back into engineering. He had a massively successful career, and was so well-respected because of the training he brought with him from Denmark to Canada. I eventually followed in his footsteps and would travel to the western part of Canada to work with him when I was in the early twenties. Canada is a large country, and I’ve had opportunities that have taken me from east to west with many stops along the way. The Canadian people are a very accepting people. It’s a lovely place to live. But my Danish roots are always with me. I ended up marrying a Danish woman whose family were also immigrants to Canada. We’re happy to be connected to both Canada and Denmark.
How did your first impression of Canada compare to what you came from? For one – we settled in Montreal which was a city. So this was very exciting for me at my age. I remember first living in the south region of Montreal, which was predominantly French. The French Canadians were very religious – Roman Catholics. We were Protestants and were not accepted because of our religious background. We were shrugged by our neighbors. And soon after, we moved to the northern region of Montreal, which was the English area, mostly Irish. Did you meet other Danish immigrants and form Danish communities once you settled in Canada? Danes, more so than almost any other culture, are notorious for assimilating into a new culture as opposed to developing small communities. This, I found to be very true. We would almost never run into Walking on the street in Montreal shortly after arriving. pg. 8
Hans and a Danish cousin.
On the ship to Canada.
Bob’s danish passport. Saying goodbye to Danish family. pg. 9
Certificate of canadian citizenship granted to Bob’s mother Emmy.
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On the ship to Canada.
SS Duchess of York was a 20,021 ton ocean liner operated by the Canadian Pacific Steamship Company. Built in 1928 in Clydebank by the shipbuilders John Brown & Company, she was originally intended to be named SS Duchess of Cornwall. However agreement was reached with Red Funnel company to swap names with the latter’s paddle steamer Duchess of York, launched in 1896. She was sunk in 1943 off Spain after being damaged by long range German bombers on the New York CIty to Bermuda route before returning to her
Turist immigration identification card
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Vision we envision a story that has no ending. a future that pays homage to the past. and a present that develops and innovates off of courage, curiosity and a venturous sensibility.
passion . a m bition . usp FQ1924 offers a comprehensive line of men’s ready-to-wear and accessories in four seasonal collections per year, along with twelve monthly, color-coordinated capsules. With two labels to suit a man’s every need – the ‘1924’ line delivers casual, sporty clothing with a collegiate theme running through its core, while the ‘Avenue’ line speaks to the urban sophisticate. So deeply rooted in truthfulness and heritage – FQ1924 provides fashion so uniquely authentic – history is both being relived and made at the same time. USP: With twelve color-coordinated monthly capsules, we are trading true value for money.
brand v alues
‘ W e abo v e ‘ I ’ An approach of comradery. The belief that collaboration and cooperation amongst a team or community achieves greater results than the sum of its parts.
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Visio n a r y It is our passion to continually push the boundaries for the extraordinary and to use imagination and invention as a course for continual advancement.
c u r io u s We have a thirst for knowledge and an open mind that provides us with endless opportunities. We strive for greatness and that only comes from a curiosity that drives our ambition.
Mission inspired by the great pioneers of discovery, it is our mission to create a brand that tells a neverending story of courage, curiosity and exploration.
business profile We are loyal, consistent and commercial. This is our pledge to you. The future development of FQ1924 will be realized by:
highly motivated and A dedicated team.
ontinuous development and C innovation instilled in every collection.
reative and collaborative C ideas to develop the brand image.
otivation for top and M bottom-line growth.
rofessional players in every P level of the organization.
A competitive mindset. ur commitment to our O partners and the marketplace for a lasting future.
brand v alues
A ccessib l e Creativity happens when people are open to ideas and opinions. We make sure to always keep ‘the door open’ to each other, our community, our partners and customers – so that an exchange of ideas is respected and realized
co u r a g e Too often, people fear change and newness. it is our pledge to constantly push the boundaries and explore avenues untouched, unknown and unprompted
venturous It is better to try and fail than to never try at all. We believe risks are an essential part of innovation and development. Without them, we remain stagnant and commonplace
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The FQ1924 man has and a confident na a leisurely lifestyl recreation and connected socially but most important he is. where he came he’s headed.
has a curious mind nature. he enjoys tyle, full of sport, friends. he is lly and tech savvy. antly, he knows who me from. and where
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DESIGN PHILOSOPHY
DESIGN VALUES
The evolution of life. No single period of time or era remains stagnant – rather it adapts, develops, and grows. We believe it is important to understand the evolution of men’s fashion throughout time – always honoring its impact, contribution and heritage. All the while, bringing an element of surprise, newness and innovation into the life of men’s fashion today.
Time-honoured heritage − Quality craftsmanship − Authentic details − Rich tones and colours − Distinctive characteristiCS
INSPIRATION
DESIGN HISTORY
The 1920’s are a time-honored and influential moment in men’s fashion. It was the era of modernization with radical changes to men’s dress. Breaking down the social barriers between class distinctions, this decade materialized clothing that suited a man’s leisurely needs and distinguished the person less by what he wore and more by how he wore it. By the end of WWI, the masses turned from everyday suiting to a youthful look that is still seen in menswear today. This youth movement put a high value on sports and leisure – creating a style more indicative of one’s lifestyle. Comfort also became an important factor in how men dressed with the introduction of the Oxford bags – a loose-fitting (baggy) form of trousers that originated to hide a man’s knickers, which were banned by the University of Oxford and Cambridge. To expand on the European Ivy League generation of this time, North American men slowly adopted this campus style into the city streets and later the suburbs as a fashion style for all ages. V-Neck sweaters in Fair Isle knitting techniques created colorful patterns and gave room to the ever-famous bowtie. The Ivy-Leagues of New England -- Harvard, Princeton and Yale -- became a fashion trendsetter for men everywhere – with the introduction of three-button suit jackets, natural-shoulder sport coats, raccoon and polo coats, and
Harris iconic decade League
Tweed and Norfolk jackets. Another piece that originated from this was the gold-button blazer – an Ivyclassic.
Every decade since has transformed and adapted this collegiate style to suit its modern-day time through new fits, designs and concepts. Most recently, the mix and match approach to style that is based on the idea that opposites attract has resulted in yet another adaptation of the campus style. Formal with active. Vintage with new. Designer with workwear. Today, this style of fashion is known as Sportswear. Honoring many of the ‘old’ classics such as the polo and button down shirts, three button blazers, heavy knit and V-neck sweaters (to name a few) and adding to this distinctive style – khaki pants, denim and T-shirts. It is no wonder a classic style will never die. It’s rooted in character. Passed down from family to family and generation to generation. It tells a story of the man behind the clothing – their leisure interests, their family and academic background, their casual and relaxed attitudes. Mostly, it speaks volume of the impact and power the 1920’s had on fashion ever since. Frontiers of Quebec. 1924. What stories are made of.
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FQ1924’s AW2012 collection puts Preppy back on the college campus (and beyond) in a line of casual sportswear that walks the line between Harvard yard and café ‘Les Deux Magots.’ A leisurely lifestyle of sport and academia with a contemporary mindset gives this collection a refined, yet updated casual look and a Parisian accent without the attitude. Like a glass of cognac with a chaser of top-shelf tequila. Blazers and button-downs that are right at home in a library step out of the dusty shelves with a sleek fit and contemporary silhouettes. Graduates will appreciate the nod to the rugby lover within, with stripes and bold prints that bring out the inner sports fan, while bookworms will find inspiration in the uniform structure, gold emblems, oversized badges and schoolboy charm of heavy knits and woven tweeds on a bright October day. This is where brain meets brawn. Where college boy meets sophistication. Where modern meets man. Frontiers of Quebec. 1924. This is what stories are made of.
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FQ1924’s AW2012 collection puts Preppy (and beyond) in a line of casual sportswear between Harvard yard and café ‘Les D of sport and academia with a conte collection a refined, yet updated casual without the attitude. Like a glass top-shelf tequila. Blazers and button home in a library step out of the dusty contemporary silhouettes. Graduates the rugby lover within, with stripes out the inner sports fan, while bookwor in the uniform structure, gold em schoolboy charm of heavy knits and October day. This is where brain m meets sophistication. Where modern
puts Preppy back on the college campus casual sportswear that walks the line Les Deux Magots.’ A leisurely lifestyle contemporary mindset gives this updated casual look and a Parisian accent glass of cognac with a chaser of and button-downs that are right at the dusty shelves with a sleek fit and raduates will appreciate the nod to stripes and bold prints that bring while bookworms will find inspiration gold emblems, oversized badges and knits and woven tweeds on a bright brain meets brawn. Where college boy odern meets man.â€
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LOOKBOOK
TAILORED WITH DETAIL AND QUALITY
EMBARQUE
2012
MCMXXIV
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shirt: 2069-5237 knit: 3071-5071 pants: 7005-5141
shirt: 2039-5222 tee: 4004-5185 jeans: 6000-911 hat: 9009-5207
shirt: 2060-5151 tee: 4029-5183 jacket: 1021-5045 jeans: 6018-899
shirt: 2042-5108 blazer: 1001-5034 pants: 7005-5141
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shirt: 2008-4217 knit: 3029-5052 pants: 7012-5090
shirt: 2014-5158 knit: 3030-5032 jacket: 1020-5044 pants: 7005-5141
shirt: 2024-5154 knit: 3056-5027 jacket: 1026-5176 abb: 9004-5049 jeans: 6002-914
shirt: 2008-5217 sweat: 5013-5180 pants: 7005-4151
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tee: 4017-5185 shirt: 2030-5230 pants: 7005-4151
shirt: 2026-5126 sweat: 5001-5166 panta: 7005-4151
shirt: 2007-5218 sweat: 5012-5167 pants: 7005-4151
shirt: 2059-5132 jacket: 1011-5143 jeans: 6002-914
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tee: 4024-5191 knit: 3062-5241 jeans: 6001-917
shirt: 2065-5136 knit: 3046-5067 vest: 1019-5043 pants: 7012-5090
tee: 4002-5183 shirt: 2064-5135 jeans: 6002-914 scarf: 9010-5061
shirt: 2019-5156 tie: 9017-5242 jacket: 1006-5038 jeans: 6013-924 belt: 9015-5206 hat: 9015-5206
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contact us Germany Brandpool gmbh & co kg +49 698 299 33 90 hakan@brandpool.biz
Italy Badii & Santini +39 06 502 0400 info@badii.it
Russia Fashion 2 Customer 11c +7 495 755 65 48 info@fashion2customer.com
UK Brand National +44 795 724 74 11 dharris@brandnational.co.uk
Denmark
France Jmm agency +45 7943 3000 jmmagency@hotmail.com
* Head Office *
+45 7943 3000 FQ1924@btx.dk
Sweden +46 1748 38 38 FQ1924@btx.dk
Finland OY Beunock AB +35 850 554 45 66 jean.borgstrom@beunock.fi
Norway +47 9089 5517 FQ1924@btx.dk
Spain La Casa Del Alcalde +34 933 019 360 geronimo@lacasadelalcalde.com
Hungary xRed and Black point Ltd +36 76 898 044 blackpoint@t-online.hu
Iceland HLC Moda ehf +35 4660 1755 hilmar@hlc.is
Holland Fancy Farmers Enterprises, Tt. +31 619 164 335 roderique@fancyfarmers.com
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