The concept is based on the idea to develop a wardrobe of timeless pieces made with the highest quality materials, craftsmanship and a sense of understated elegance.
As a reaction to the over-consumption of the fast paced fashion industry, the founders aim for the complete opposite, allowing themselves to slowly release key pieces as they are perfected.
The symbol is based on the sundial, an ancient device that utilises the sun’s shadow to indicate the time of day, and a metaphor for taking care of time.
As a reaction to the over-consumption of the fast paced fashion industry, Anette Klintfeldt and Eva Beckman quietly launch a fashion brand which aims to be the complete opposite. Matter of Time is a concept based on the idea to develop a wardrobe of essential pieces made with the highest quality materials, craftsmanship and a sense of understated elegance. Everyday pieces that will last, pieces you will use and love. This idea of simplifying your wardrobe is as liberating as it is sustainable and allowing you to spend time on the important things in life.
Not seen as a collection but a series of initial pieces, they release key garments as they are perfected. Classics such as The Wool Coat, The Crew Neck Sweater, The Turtleneck and the Silk Scarf. All produced by trusted Italian and Asian producers that the founders have worked with over the years. Materials are carefully sourced and selected based on aspects of quality, longevity and sustainability.
With the theme of “time” at the centre, The Studio collaborated with the client to develop the concept and was responsible for the graphic identity and packaging system to visualise this. The symbol is a simplification of the sundial, an ancient device which uses the sun’s shadow to indicate the time of day, and a metaphor for taking care of time, the core of the brand philosophy. It is used on selected applications, animated digitally and printed as a pattern on some of garments such as the silk scarfs. The identity is simple and restrained, while the communication is straightforward yet warm, all set in the serif typeface, fittingly called, Life. The colour palette of black, white and warm mist provides a neutral backdrop for the garments. Applications such as business cards, note cards, hang tags, button bags and stationery are produced with letterpress printing for quality and tactility which reflect the craftsmanship behind the clothes themselves. The brand elements combine to create an understated and timeless quality.