Anchored in emotional resonance, the collection draws from utilitarian and protective elements, merging them with soft, flowing fabrics that speak to the complexity of feminine strength. By refusing to confine itself within traditional gender expressions, SRVC champions a woman who is unapologetically both strong and vulnerable, urging her to embrace every facet of her identity. Preview the lookbook below.
Hi Simon. How are you feeling today?
I’m great. It’s exciting to see everything in real life at the store. We created all the pieces in-house in Copenhagen, so it's fun to see in real life and not just on a rack in our studio. It feels good. Really good.
What are you wearing right now?
Big sneakers from Axel Arigato, pants from the new collection; Old G-Star military cargos that we reconstructed. They´re probably my favorite item from the collection, but these are not for sale; I took them for myself. And the top is a pink Kapital (Tenjiku) t-shirt.
What does it say?
It says “no nukes,” which I think is appropriate in this day and age. And yeah, a motor jacket from (di)vision.
What is your motto?
Stay positive.
Who cuts your hair?
Mads Stig, he's a legendary hair artist from Copenhagen.
What color are your socks?
Black.
You had to check.
I had to check. You never know.
Who would play you in a movie?
Michael Cera.
I started (di)vision with my sister 5 years ago. I was working in retail, and I wanted to create a fashion business stemming from my experience in a store and modeling. I was drawn to brands that worked with upcycling and reconstruction, but as a 20-year-old, I couldn't afford their clothing. So, I aimed to create a brand on the same basis of crafting from preexisting materials but making it more down-to-earth and affordable.
Why is upcycling such a significant part of your brand?
Starting a brand in 2018, and for our generation, I think there are already enough clothes in the world. So, if you want to do it, you want to do it right. Working like this was never not an option.
How would you describe (di)vision's brand identity in 3 words?
Raw. Fun. Authentic.
Talk to me about this new G-Star collection.
G-Star RAW and (di)vision are introducing a collection of 96 reconstructed pieces sourced from the G-Star Archive, launching in the ESSX New York store on November 16th. Additionally, the brands come together to reintroduce the original G-Star Elwood, featuring the collection´s custom logo on every pair, available exclusively online and retailing for $215.
And why 96?
Growing up, G-Star's most popular pair of pants were these heritage jeans that had the number 96 on the back pocket since they were made in 1996. I was also created in 1996, so we built the whole collection on that idea and played around with that number.
What is your favorite piece in The G-Star RAW x (di)vision capsule collection?
I took my favorite piece for myself— olive cargo pants that we reconstructed. We added a bunch of pockets, achieved a good fit, and added some small details here and there.
What’s your favorite piece that’s available to other people?
I think maybe the white leather jacket. I spray-painted it myself in the backyard of our office. At (di)vision, as much as we want people to buy our stuff, we also want to encourage them to upcycle themselves. I think that’s a good piece to showcase what you can do with a few cans of spray-paint and a white jacket. It becomes a completely different product.
What is the significance of using your friends and those close to you for your campaigns? What is it about the Copenhagen feeling?
When you're from a small city like Copenhagen, it's really about helping each other. I think there is a will to support each other. I think if one grows in Copenhagen, we all grow. I believe that's a good way to capture that emotion—the Copenhagen feeling.
How does it feel to see your friends from Copenhagen and your brand in a New York City store?
It's such a crazy feeling. It's really amazing and also a "we did it" moment. Five years ago, it was just an idea. Having people help me for free and seeing it now in a store in New York with a big brand, it's a really good feeling.
Thank you for sharing, Simon.
Thank you!
Check out photos of the collection bellow.
[Originally published in office magazine Issue 20, Fall-Winter 2023. Order your copy here]
What is your ideal office?
I just visited a design studio where the entire studio had an ocean view. I would say that is GOALS.
What is your most treasured possession?
My dog.
What makes your heart beat fast?
Any music over 120 bpm.
How would you describe your perfect day?
Wake up on a very small island with a few friends, go to the beach and hang out, have a homemade smoothie with my dog and get to design a little bit outside … end the day with a dinner party at sunset with a view.
What’s a common misconception you hate?
That vegans don’t eat a balanced diet or that being vegan is almost imposible. It’s 2023. It’s so easy!
If you could have a conversation with any fictional character, who would it be and why?
I feel like Hello Kitty and I would have a lot in common.
Describe your personal style in three words.
Playful, eclectic, comfortable.
If your clothes create a new realm, what inhabits it?
All animals extinct and alive. All plants extinct and alive. Naturists, activists, dreamers, and fashionistas.
What color is your aura?
It’s a mix of green, yellow, and red, with a lot of tired showing on the bottom.
What animated character do you relate to the most?
I guess I would be the perfect mix between Stacy Rowe and Daria.
What’s the most ridiculous fashion trend you secretly wish would come back?
If I tell you then I can’t bring it back. Honestly most have already come back though. I think we are almost caught up to date from ‘08 — everything but appropriating feathers in the hair, which we should keep in its grave.
