InWear

ENFNTSTERRIBLES

12 Jun 2019
Fashion

Has Danish Brand InWear Finally Risen from the Ashes?

Danish brand InWear first saw daylight in 1969. Nightclub owner Niels Martinsen came up with the idea to launch a fashion label. Together with his then girlfriend Kirsten Teisner, he created the first collection that became an instant hit. Their modern vision of femininity was what many women had been waiting for.

From renewing to boring

InWear was one of the hottest brands in the ’80s and ’90s, a precursor to the wave of Scandinavian fashion as we know it today. It used to be the must-have collection for modern women with a laid back sense of style. However, starting from the 2000s, it slowly started disappearing from the map. Collections lacked what the new generation was looking for and its image turned from renewing to boring.

Danish as we like it

The past three seasons InWear has successfully been making a comeback. Its vision remained the same, only the designs got a more modern Scandinavian touch. International top notch influencers such as Blanca Miró Scrimieri and Pernille Teisbaek were hired to wear the collection. The perfect approach to get the label back out there.

Be sure to check out InWear’s Instagram and online shop.

InWear

InWear SS19

InWear

InWear SS19 styled by Blanca Miró Scrimieri

InWear

InWear SS19

InWear

InWear SS19

InWear

InWear SS19 styled by Pernille Teisbaek

InWear

InWear SS19

InWear

InWear 1990

InWear

InWear 1985

Photo credits: InWear

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