Dressmann opened its first store in Oslo back in 1962. The fashion house has since grown to become one of the largest chains of men’s clothing stores in the Nordic countries. Their typical customer is probably between 35-50 years old but with their latest campaign they wish to reach a larger crowd. Dressmann wants to change the way we look upon the male body, just as many others fight against the almost unreachable female ideal.
“Our hope is to be part of changing the one-sided image of bodies and body ideal mediated by the fashion industry. We want to overcome limiting beliefs that some bodies are better, more beautiful or more normal than others. Simply we want to show that there is no perfect man, there are only perfect men.” says Knut Vidar Nilsen, Marketing Director at Dressmann.
By showcasing real men, just the way they are, the company aims to redefine current ideals.
Also read: Accessories for the Nordic man
Also check out: Scandinavian menswear stores not to miss!
Tags: dressmann, male, underwear
Jonas is a writer based in Stockholm.
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