From disco to the fashion scene
With Matinique, Niels Martinsen set out to create comfortable, high-quality and fashionable clothing for men. His success is obvious today, but coming from the 70s clubbing scene in Copenhagen, it took a lot of hard work and effort. Since then, a range of designers have been in the creative driving seat at Matinique. And as current head of design Lotte Boysen Goldschmidy says, “Working at Matinique has always been about striking the right balance between our design heritage, current trends we believe in, and trends that we wish to develop and nurture. Treading that fine line is a daily challenge, but also a huge source of inspiration.”
Working with four collections a year with up to 140 styles delivered in monthly drops, catering to fashion-craving men in more than 20 countries, design becomes more than a matter of defining and creating trends; every item also has to address national preferences and tendencies. “Workwear, for instance, means very different things to very many people. In Britain, you don’t have to dress up as formally as in China, where wearing a suit and tie is mandatory, and ‘business casual’ in Holland would be a formal outfit in Denmark,” explains Lotte. To meet the different needs, every collection is designed on a scale from formal to business casual to casual, making it easy to style a look according to local preferences while still adhering to the Matinique look of the season.
The core of the Matinique look
Throughout its 40 years at the centre of the fashion world, Matinique has kept a steady brand promise, always staying true to the Matinique personality and the brand signature. Throughout, the result has been fashionable collections for the urban man, blending formal and casual looks with high quality and affordability at the heart and core. Fitting and comfort always come first, and modern tailoring techniques are used, making every item special.
No age limits
At Matinique, it is not about age; it is about your approach to life and how you see yourself. Rather than becoming a way of defining who you are, fashion has to suit every aspect of the Matinique man’s cosmopolitan lifestyle. The role of fashion is not to define the man; rather, it should support his personality and his goals in life.
40 years of fashion: Meet the design team – Lotte Boysen Goldschmidt and Jan Oliver Booth
Behind the scenes at Matinique, a small and dedicated design team works hard every day to create those essential styles that make us all turn our heads. We met the two designers in charge for a talk about Matinique as they see the brand today.
What is the core of Matinique’s design profile, from your perspective?
Our core lies in the ability to create products that evoke a lifestyle for today’s modern man. We design a range of clothes that encapsulate an urban lifestyle for the man who combines life as a professional with leisure and going out. That exact combination is our focus: creating fashion that embraces both formal and casual.
From a design perspective, what do you believe has been Matinique’s gateway to success over the past 40 years?
The brand has always had an ability to stay up to date, and that is what we strive to achieve in everything we do.
How would you define the Matinique customer you design for?
He is urban, modern, and leads a busy professional life with lots of daily challenges. After work, he goes out with his friends. He is up-to-the-minute in everything he does, with an awareness of trends and style. We do not see age as an important factor; it is more about his approach to life.
How do you find inspiration for a new collection?
Being a commercial brand, we always analyse the market before starting out. What do customers want, and in which direction do we think we can push them? Then we go for the cultural mix: exhibitions, movies and TV shows, street style and blogs. And, of course, we always apply a huge dose of gut feeling. Trusting your instincts is always a good way to proceed.
How do you adapt to designing for so many different markets?
By keeping to our Scandinavian core, and making that the universal link. It’s basically in the mix – some countries are more formal, some are more casual, and we provide the mix for the season.
Do you have an item in the autumn collection that you are especially proud of?
Yes, we are especially happy with the wool looks; the knitwear selection is modern and diverse, and we have adjusted our range of suits, with updated fits, fabrics and trimming. Also, woollen outerwear is back, with an emphasis on textures and slim silhouettes.The result is a strong selection with a slim, sleek, modern silhouette.
What we mostly noticed was the extremely nice finish of this RTW collection. It features nice detailing like working buttonholes on the sleeves, but with a nice original detail: they are worked in so not always noticable. The fine materials used make this collection more upscale in comparaison to the collections of previous years. Truly worth to celebrate the 40 years of Matinique. Pull-overs in extremely soft and nice cashmere and merino wool, gentle to the touch and with a quality finish. For the young modern man, we can recommend to have a closer look at it. It's hip yet classic wear with style for an affordable budget !
More info on www.matinique.com
More info on www.matinique.com