Soulland is a cult Danish label started in 2002 by Silas Adler. The brand first grew thanks to its attractive t-shirt designs that stood out in a crowd. But, the particular talent of Soulland is merging a relaxed, sometimes cocky, streetwear sensibility with traditional Scandinavian craftsmanship.
This is perhaps nowhere more evident than the Adler Fedora produced for the current collection; a traditional fedora fused with a based ball cap, even giving it something of a jaunty US Cavalry cap. The hat itself is hand made to Soulland’s design by Stig Andersen of Andersen & Berner, one of Copenhagen’s most traditional and august traditional hat makers.
T-shirts, chinos and shirts, of course, continue to form the mainstay of Soulland’s collection, but often incorporating elements of details based in traditional tailoring or production. For example, the current collection includes the long-sleeved Shaverdi shirts that combine a typically Scandinavian striped fabric and traditional shirt-making approach with a multicultural flair of a kurta, that ubiquitous item in the male wardrobe stretching from Eurasia to Indonesia.
It’s also clearly a brand with a conscience as the collaboration with photographer Jacob Holdt shows. Holdt rose to prominence in the late 1970’s with his mammoth work ‘American Pictures’, in part because his stunning photo documentary images revealed a few unwelcome truths about the underclass in the USA. Soulland have collaborated with Holdt to print a small selection of his relevant images from 1977 – never before printed on t-shirts- in support of an AIDS foundation.
Soulland remains essentially a small company yet it has nonetheless attracted the attention of an international audience for its particular brand of relaxed quirkiness. Hence, it is stocked in a range of hip boutiques internationally including Pigalle, Paris; Goodhood, London; Assembly, NYC; Soto, Berlin; Beams, Toyko and Daily Projects, Seoul.