DIVING INTO THE HOLIDAY SEASON WE STARTED BY THINKING ABOUT THAT VERY TIMEFRAME WHEN THE COLLECTION DROPS. THE TIME OF YEAR WHEN SEASONS CHANGE AND TEMPERATURES COOL AND THE LIGHT BECOMES MORE ANGULAR AND SOFT. IT’S HERE THAT WE DISCOVERED THE CONCEPT OF HYGGE (PRONOUNCED “HOO-GUH”), A DANISH WORD THAT TRANSLATES TO “A QUALITY OF COZINESS AND A FEELING OF ULTIMATE COMFORT.” AS WE APPROACHED DESIGNING THE COLLECTION, WE SPECIFICALLY WANTED TO MAKE SURE THAT THE MAJORITY OF THE GARMENTS EVOKED THAT COZY “HYGGE” VIBE.
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