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Humör founder creates new men’s brand Anerkjendt

Per Johansen, founder of men’s young fashion brand Humör, has launched a second menswear brand for autumn 12.

Anerkjendt, a more premium range targeting men aged between 21 and 35, will debut at trade shows including Bread & Butter and Jacket Required. It will be represented in the UK by agency Northern Lights.

The 180-piece collection includes chinos, shirts, T-shirts, jeans and waistcoats, using earthy colours, washed fabrics, leather detailing and wooden buttons. There is a focus on chinos, which come in two styles, three fabrics and six colours. Wholesale prices range from £7 to £96.

Nigel Eley, co-founder of Northern Lights, said the brand would sit comfortably alongside other heritage brands. “I can imagine lads wearing a Barbour jacket with our shirts and pants,” he said.

Eley will target indies such as designer mini-chain Flannels, Manchester young fashion indie Aspecto and northeast indie Van Mildert, with the hope of securing 30 stockists for its debut season.

Northern Lights will also open a pop-up showroom for Anerkjendt in Camden in February.

Johansen also founded women’s young fashion brands Nümph and Rütme. 

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