AF Klercker-Lookbook SS16.pdf

8/19/2019 AF Klercker-Lookbook SS16.pdf

1/16

A Passion for style passed through generations

LOOKBOOK SS16


2/16


3/16

THE AFKLERCKERBRAND

FREDRIK AF KLERCKER

“The launch of my own clothing brand was just a question of time. The o fficial launchof af Klercker was in 2008, but the ideawas planted much earlier. It couldn’t havebeen done without years of preparation andre nement before the rst collection hitstores in 2009.

We aim to dress the conscious man of leisure,socialization, and work. We make no excep-tions in quality and making. Our belief isthat a man is to be well dressed for eachoccasion, pairing the classic with somethingunexpected.

I inherited my passion for clothing, style andclassical menswear from my immaculatelydressed grandfather, Fredrik af Klercker.Born in 1908 he passed on his interest to myfather and later on to me...

The commitment to our heritage is visible in

our logo, which is a part of the af Klerckerfamily crest.”

Creative Director & Founder


4/16

JB Shirt - White LinenBD Shirt - Wild FlowerJB Shirt - White Linen


5/16

Well dressedCity based

Updated & Aware True to the brand

TARGETGROUPOur main target group is the well-dressedmiddle aged man between 25-50, living ina metropolitan area. He is well travelled,has a great interest in fashion and is true tothe brand af Klercker. He is very social andappreciates the good service that the afKlercker stores provide him with. He won’settle for less than the best.


6/16

Spending a lazy day at Club 55 a few yearsback, Fredrik af Klercker noticed how unusu-ally stylish his best friends shirts were. Uponasking the question of where the shirts camefrom, the friends answer wasn’t Charvet orBorelli, but that they were heirlooms from hislate grandfather.

The grandfather was Johan “Joja” Bonnier,the legendary Swedish publisher of whomwe’ve named the JB line. The signature itemof the JB line is the narrow breast pocket.“Joja” was tired of always seeing his Wayfar-ers drop into the ocean when mooring hisboat at the dock, so he had his tailor design anarrower breast pocket that would clutch theglasses when he lent over to grab the line.

A classic was born.

JB LINE –HISTORY

BD Shirt - Pink Stripe


7/16

“WHAT TO DO WITHYOUR JB?”Wear it while hunting.Wear it while sailing.Or give it to your girlfriend.


11/16


13/16

JB Mandarin - Blue Linen


14/16

BD Shirt - Wild Flower


15/16

“ONE SHOULDKNOW THE RULES,

BUT ALSO KNOW HOW TO BREAK THEM.”


16/16

Contact & Sales | Hanna NordstrandhMail | [email protected] | +46 (0)739 39 69 62

Showroom | Upplandsgatan 57, 113 28 Stockholm

www.afklercker.comwww.facebook.com/afklercker

CONTACT

Documents

AF Klercker-Lookbook SS16.pdf