When it comes to nordic clothing brands, everything seems simple.
Easy-to-wear, comfy and utterly stylish. The Danish brand LOUDLY is crafted in subdued Nordic colors under the high outdoor sky, carrying on the tradition of functional design – always with the children in their minds and hearts. The brand was at Playtime Paris at the beginning of July.
Sussie Lund, founder and designer of LOUDLY, answered our questions about Loudly, her personal style and her future projects.
You worked as a designer for established danish brands: when and why did you choose to create your own brand?
Both of my parents are self-employed so I think it is in my heart to have that lifestyle where work and family life is all in one. I love that lifestyle and it makes me happy. The LOUDLY story started when I went to kinder garden to pick up my son. He was not outside playing with the others kids because he could not button his pants. My mother's heart and my creative side were sure: "NO more small buttons and no more small zippers". Give children confidence that they can button their clothes by themselves: "Easy to wear - easy to love".
Tell us a bit more about the name: why LOUDLY?
I think it is the kids who should be "LOUDLY" (editor's note: meaning "loud") and not style - it means that clothes should not overshadow children. When you live in the countryside, we always have a lot of happy and loud kids in the garden playing, climbing trees and developing their skills. Free happy kids with a lot of confidence are more likely to resist and outdo themselves in life.
How would you describe LOULDY style in a few words?
Children's favorite clothes. Everyday wear that are easy to wear, comfy to play in and be happy in. Also, good quality is essential: that's why I've designed that LOUDLY garments will be in organic fabric or OEKO-TEX 100 in Scandinavian look.
How would you describe your style in a few words?
My personal style is comfy, casual Copenhagen style. You need to be able to ride a bike, then you can always add some accessories.
What are the key pieces of your collection?
(see right column)
Super soft jersey dresses with all-over print, prints are made by different Danish artists the dresses are cool and comfy.
Sporty bomber denim jacket with print on the back.
Sweatshirt in grey-melange with lips family print by Emilie Foli.
What are your projects for the future?
Working with new artists on prints for the next collections, making a basis collection, marking the retailer’s network bigger.