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Brandwatch: Stills

The Dutch label is making ripples in the premium womenswear market, Ian Wright discovers.


Wholesale prices £25 to £220


Telephone 020 7751 9028

As the name suggests, Stills is not a shouty brand. Based in Amsterdam and owned by brand house Veldhoven Group, this small but passionate label is quietly going about building a strong premium womenswear brand that combines classic northern European/Scandinavian simplicity with an artful use of graphic elements.

Fabrics too play a huge role in how head of design Korrie Vulkers, general manager Martin Tramper and their team have developed the collections since coming on board to revitalise the brand in March 2010, sourcing the finest textiles from around the globe. “We seek fabrics that are special enough to dictate the design,” says Tramper. “We try to rework materials and create our own new surfaces.” Around 90% of Stills’ fabrics (everything from intricate jacquards, technical sports textiles and leathers) come from Italian mills, while its silks are sourced from China.

Having visited the atelier during production of its spring 14 range and seen the fabrics close-up, what is all the more pleasing is the price point. With a 2.8 mark-up and an average wholesale price of £55, the spring 14 price tags position the brand at the premium end of the market, but the prices belie the high-end quality of textile, design and construction. Tramper says the collection has “a sense of timeless elegance and luxury with a modern attitude” - it’s a grown-up range that is at once familiar but interesting. Showing at Scoop this weekend, key items include a slinky silk deconstructed printed suit (jacket £126, trousers £95), a raw-edge leather dress stitched onto stretch cotton at £220 and a bomber jacket in an open 3D mesh for £126.

It’s an aesthetic that really works over here with its chic shake-up of the placid premium market. Something to shout about then…

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