5Preview, minimalistic urban men’s and women's apparel line, founded and designed by Swedish graphic designer Emeli Mårtensson, has just launched a new premium denim collection. The new compact selection of dark and essentially made in Italy denim items will be sold from f/w 2014/2015 and will complete the 150-piece total look collection born in 2008.
Mårtensson founded her collection after her studies at IED Istituto Europeo di Design in Milan and parallel to collaborations for important companies including Sixty Group. Her brand was initially born from the idea to recreate bold print mockings of a famous French must-have fashion brand's graphic. Soon after, always inspired by the French minimalistic idea to create a wardrobe based on a five-piece essential wardrobe with five new pieces every season, she gave life to a collection that has maintained its reputation for essential styles, minimalistic graphics (still hand drawn and purposely imperfect) and high-quality. The designer continues to show her love for mixing Swedish punk rock inspiration with cocoon, clean and monochrome tailor made Italian products.
Especially in Italy, its major market, the brand is now distributed through 250 multibrand stores thanks to a successful partnership with Baco Srl. Asia is a key market for the brand’s expansion. The label recently opened its first flagship store in Hong Kong and wants to further grow in Japan and debut in China. Other important markets are Germany and Denmark, closely followed by the UK, Russia and Sweden.