The brand name “ANNARR” means “the next” in Old Norse and is a clear reference to its Nordic origin. The inspiration for the brand itself comes from the urban cityscape of Copenhagen and life in the vibrant Danish capital.
Catering to the busy schedules of urban living where people juggle 9-to-5 duties, errands and social events, ANNARR strives to offer versatile, durable and relaxed clothing that can be the natural choice for any time of the day. Every piece is designed to be combined with one another as you adapt to the season year after year. This sentiment is captured by ANNARR’s design philosophy, titled ONE WARDROBE.
The four collections planned per year will feature a curated foundation of contemporary staples that go beyond the traditional seasons, combined with remarkable and innovative designs that add a recognisable touch to collections.
Per Holk Reinertsen, the Brand Manager behind ANNARR, elaborates on the design direction:
“You will see street and workwear-inspired tailoring. Durable outerwear and relaxed silhouettes. The overall expression remains contemporary in whatever we do, but there’s also room for the timeless stables. What defines our brand will be our meticulously crafted silhouettes, fitting and quality that will appeal to the man who appreciates the feel of hard-wearing fabric and values longevity.”
A TRANSPARENT SUPPLY CHAIN
Transparency is a core value of ANNARR. Committed to keep customers informed of what they buy, QR codes on garment care labels will show information on anything from fibre use and care instructions to supply chain data. The new menswear brand will also be using a high share of organic, recycled and other certified and branded materials for their products with many of their fabrics to be sourced from world-renowned fabric mills in Italy.
ANNARR is inspired by the urban cityscape of Copenhagen.
A city with a rich history rooted in modern living and the home of Scandinavian design. But behind the polished presentation, the city has an untamed contemporary and relaxed edge as well. An unpolished authenticity that tells a story of its own. Where passionate people live in perfect imperfections.
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