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Prairie : Weekday by Matthew Ames

Affordable Scandinavian denim-centric store Weekday has teamed up with the hyped
American designer Matthew Ames for a denim capsule collection.

“It’s about focusing on what is integral to the design. It’s something quiet, but powerful. The Prairie School developed a new vocabulary for design and aesthetics that considered the way people live. The collection for Weekday represents these same goals,” says Matthew Ames.

            My love for Scandinavian fashion is always in my blood and has been steadily increasing for years. The passion emerged even more when I see this perfect collaboration of the American post-minimalist Matthew Ames and Weekday. They has created Prairie – a denim based collection consisting of a quiet yet powerful range of essential pieces,  where all garments can easily be mixed and combined. The pieces are paired-back, minimal and premium. The collection – Prairie – is an elegant line inspired by the purity of American prairie landscape mixed with the American architectural style The Prairie School. Matthew Ames has become known for his close attention to detail and craftsmanship that always strives for simplicity and purity. Most of the pieces come in denim, they are timeless and designed to stay in the customers wardrobe for many years. Simply put, Matthew Ames’ collection is more about individual garments than overall fashion.

“Weekday are really known for their work with denim, so I thought it could be exciting to bring this into the collection in a new way. Historically denim is something very American, but now has obviously been adopted all over the world. So I think it makes great sense for this collaboration between an American designer and Weekday, a Swedish brand” says Matthew Ames.

read more for the Weekday interview with Matthew Ames and check out their online store.
The editorial shoot above was by Sybille Walter