Swedish women and men’s fashion label, Fifth Avenue Shoe Repair finds inspiration in tradition as well as breaking the norms. Inspired by an old shoemakers shop in London with passed on knowledge from generation to generation of craftsmanship, the label was born in 2004. Yeah, here is where the name came from – the classic tailoring, pattern-making and authentic knowledge with aim to stay priority and necessity. Enjoy some photos from Fifth Avenue Shoe Repair Spring 2010 Collection with its two contradicting themes where the minimalist meets its opposite.

The human part of the collection as they call it, has a very down to earth feel with soft-coloured tones with over-dyed garments in double weave linens, parachute poplins and cashmere jerseys. The non-human part is the complete opposite; a colourful fairytale landscape with multi-flower patterns and shapes without boundaries. The strong floral and eccentric palette of vibrant colours is surreal, beautiful and alien. It is explained that “the two elements co-exists in the same way flower and weed nurture from the ground – needing each other to survive or to even exist”. Wow, this is deep!

The spring fashion collection is also presented based on characters with each character explaining and telling their unique story. The storyteller is an observing and interfering character, pushing and forcing us towards change and progression – always with good intention.

The collector a lover of things. He borrows your belongings, collects them, steals them and at the same time captures a little bit of you in his collection.

The peace maker once a warrior. Now, he is older and wiser, not so aggressive as he once was. He wants to teach you to not make the same mistakes he once have made.

The traveller searches the truth, always looking for movement. The most important thing is to depart, not to arrive.

The doll once human, too much in love with things. Now she has transformed into a non human fairytale object.

The geisha a fairytale version of a human, easily mistaken for being evil. She is wise and observing, always following her tone together.

We also sense androgyny with the constant exploration of femininity and masculinity happening in their collections. The colour range has a solid base of black, white with all shades of grey in between. Scandinavian in the faded yet experimental and exaggerated. Fifth Avenue Shoe Repair has a depth of creativity wanting us to discover more.

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