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This week's hero: Elvine

Pointing the way to the most important products, people, stories and shows in fashion right now.

Dry run: the brand’s waterproof collaboration with Grundens is an anchor of the autumn 13 collection

Dry run: the brand’s waterproof collaboration with Grundens is an anchor of the autumn 13 collection

Twenty-two years on from its birth in Gothenburg, Sweden, outdoorsy brand Elvine hits British shores. Landing with an exclusive spring 13 season with Asos, it has followed up with a rich autumn 13 collection that plays to its outerwear strengths. The brand works under the strapline ‘sophisticated clothes for unsophisticated behaviour’, which comes through in clever reworked favourites such as bomber and duffle coats as well as nicely considered layering pieces. Elvine’s collaboration with waterproof expert Grundens (pictured) is particularly impressive. With wholesale prices ranging from £18 to £147 at a mark-up of 2.7, the brand is set for big things.

Contact: 020 7225 5700

www.elvine.se

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