Leisure Wear with the same demands on function and advanced sport garments are the watchwords for the new Swedish fashion venture Snoot. The first collection, which has existed for sales since last fall, will consist of six jacket models all of which combine advanced functional materials with a modern cut for everyday use. Our site has reached the brand’s founder to hear more about the brand.
Behind Snoot says Peter Blom, who co-founded Peak Perfomance in the mid 80s along with including Stefan Engström which are currently found on the J. Lindeberg. The basic idea for the project was combining the experience of sportswear clothing of a higher style and fashion. The style describes Peter himself in the maximum stretch to be inspired by the Italian manufacturer that Allegri, Herno and Zegna Sport, but with a more Scandinavian and dimmed feeling.
– Style-wise, we have really two sources of inspiration. Firstly the north Italian fashion jack where the focus is on the materials themselves and the details of everything from the placement of buttons and pockets to the feeling of the zipper. Always in an elegant and figure-hugging cut. Then we ogled much the sport and perhaps most ski world and their demands on function, says Peter.
The first collection reached stores this fall and will consist of six jacket models, ranging from a robust winter parka with fur hood to a stripped super lightweight raincoat. There are also a cardigan without mulesing and ecological merino wool yarn from Zegna Baruffa. The jackets are manufactured in Estonia and common to all models are the modern functional materials.
A recurring fabric in the collection is the Swiss Schoeller C-Change, which like Gore-Tex, is a membrane that protects against cold and water while transporting heat from the body. Unlike Gore-Tex is a so-called statistical membranes are C-change dynamically and the properties likened to a Kottes. Depending on the weather changed membrane molecular structure and the harder effort releasing fabric through the moist air from the carrier while the fabric is turned outward against the rain and cold. Moreover, the fabric unlike many other waterproof and breathable membrane like Gore-Tex free from hazardous fluor compounds (PTFE) and has a so-called Blue Sign-certification.
But it is not just the materials that testify to the brand’s functional mindset. Heat Taped seams hidden pocket solutions, vents under the armholes, recessed hoods and two-way zippers from YKK Japanese are just some of the details found on Snoots jackets. As the feed pad used EcoPet which is made of recycled polyester.
– The idea for the project was largely based on my own needs to feel dressed without having to compromise on the garments function. After working a long time in the sports industry, I felt there was a gap between the right sports and fashion apparel. Many of the sports industry, construction techniques and materials can be used in more everyday clothes without feeling gets too technical, says Peter.
What experience do you primarily take with you from the sports industry?
– It is primarily the function of the watertightness and full mobility, but also the quality which the sports industry is at the forefront. The garments should keep to use.
Recent seasons have seen it’s a clear trend where the sports industry is moving more towards the fashion world and vice versa. Why is the trend right now?
– In large extent, I think it’s about people who worked in the sports industry started to interest more for fashion. It has developed many new functional fabrics with a little more stylish feel which is better suited to the more fashionable clothes. Then we have a generation today who have grown up with sports clothing and want to have the same function in the elegant shape. When I started at the Peak, it was more okay to go with a ski jacket in the town. Today feels the fashion scene more well-dressed with higher demands on the garments shape, concludes Peter.