CPHFW caught up with Won Hundred’s creative director Nikolaj Nielsen as the brand prepares for the official opening show of Copenhagen Fashion Week AW17.
Nikolaj started working in fashion as a teenager and cut his teeth designing for some of the best-known denim brands in 1990´s. In 2004, he founded Won Hundred, focusing on denim, clean cuts and classic fits with a risky twist.
What do you expect of the opening show at this season’s Copenhagen Fashion Week?
Our momentum by being the opening show is to make people feel and think something. We wish to tell the collection’s story, hereby engage and inspire people. Nonetheless, we wish to kick-start a dynamic week and set a high-energy level for all the guests and our colleagues in the business.
Why did you choose to make a return to the Copenhagen show scene last season (we hope you are back for good!)?
I think people have seen that in the past years we have been developing the brand. It is under construction but it is going the right way. After learnings, trials and errors I have taken control of both men and women’s lines, which makes the collections more personal for me. We work as a team in a more focused and directional way than ever before. Previous SS17 show was a springboard for the coming season’s show. This is why we chose to return and we hope to continue the journey.
Can you give us a little teaser of what we can expect from your AW17 show?
The show concept mixes clothes, music and track sport, which I love. It is a way to express our creativity and universe. The Autumn Winter 2017 collection features powerful and expressive pieces that brings up a certain champion attitude.
What will you be doing 5 minutes before the show?
Probably the same as last year. Give high fives to all the models!
Describe your AW17 collection with three words?
Dynamic, iconic and personal.
What is your brand’s signature?
Denim is our signature. I like the challenge of making interesting denim designs, which are functional at the same time. Since the brand was born, we have created denim pieces. I have a hard time imagining Won Hundred without a denim line.
Do you approach menswear and womenswear differently?
We are fusing our menswear and womenswear. This is especially shown through our Unisex collection. We put a lot of effort in form and function, into our clothes but we like the idea that we approach the same kind of creative boy and girl.
Which type of man and woman do you design for?
Design is very personal for me. I like the thought that we design for the creative youth. Creativeness is very important, and I love when people express themselves through their clothing. Because of this, I find the street scene very interesting. Here you can truly see some cool people that knows it is not about what you are wearing, but more how you wear it.
Is there a particular brand (or designer) you admire? Why?
I must admit that there are millions of good brands in the world. If I have to choose one in particular, it must be cult designer Helmut Lang. He made amazing clean and strong directional design.
Where do you hope to see Won Hundred in five years?
We would love to grow further with the clients we have and possibly with some more cool ones.
Stay Tuned on Chelf.net and the official CPHFW website for more!