the below piece was originally published in PhsicsMag's Private issue
Danish brands have become renowned for their exceptional dynamism and originality. Over the last five years or so, Copenhagen has become the epicenter of alternative movements. Despite the somewhat ‘anti-establishment’ principles that some of these brands may filter-through, think of brands such as Han Kjobenhavn and Panuu, they still carry with them a very complex value scheme; which if broken down, focuses on discreetness, originality, high quality, functionality, craft and engineering, and more importantly, strong design. One such brand is Les Deux. Established in 2009, L2, as it is also known, has gained the reputation of being a sophisticated yet subtle brand.
Les Deux’s “flashy in an underground way” theme is flawlessly executed. This brand represents what it means to be Private. I have come to respect the brand’s communication strategy also. Connecting two contrasting worlds is at the focal point of Les Deux’s communication and brand clarity. With society changing all the time, cultural seclusions have in recent years led to an ‘upspring’ of some sort. The benefactors of these cultural upsprings are brands like Les Deux, which highlight the importance of self-determination in a world which is becoming increasingly cluttered. I find myself being able to relate with what Les Deux stands for!
Photograph by: Theis Bothmann
Models: Japhet Graham & Laura Lundsgaard
check out Les Deux's website & Facebook
download the full PhsicsMag Private here
Photograph by: Theis Bothmann
Models: Japhet Graham & Laura Lundsgaard
check out Les Deux's website & Facebook
download the full PhsicsMag Private here
