RECENT POSTS of LUNDLUND, SORTED BY DATE
Deadwood was founded in 2012 by Carl Ollson and Felix von Bahder. The two buddies got to know each other while working in a jeans shop together in Stockholm, but they would soon began to dream about creating a store concept of their own, one that truly embodies their personalities and aesthetics. Said and done, the dream came true, and they opened their very own boutique. It was going to be a vintage store, a treasure chest for used pre-loved clothes, but it would go on and become so much more.
Slowly the idea of a clothing line evolved, and more so – a new way of doing things differently.
The production of clothing, today a trillion dollar industry, is one of the dirtiest in the world. It was clear that this fashion status quo needed to be turned on it’s head. Carl and Felix had the perfect platform to rise to the task. Deadwood, as a clothing brand, was born.
We quote Felix (interviewed by Spanish VOGUE) : “This idea evolved naturally from the fact that we mixed vintage clothing...