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We just got in Diemonde in our brandmix. A newguard swedish fashion brand on a mission to enrich the idea of Scandinavian style, culture and luxury through storytelling, design and craftsmanship. So we took the time to talk to founder Angelo da Silveira to know more about his drive and vision for the future.
Tell us more about the start of Diemonde and where your drive comes from?
- I have always had a passion for culture and design inspired by all the amazing Scandinavian brands and global hip hop culture from a young age.
During my upbringing in Sweden I felt that I had a lot to bring to the Swedish fashion scene from my outside-in perspective. Since I never got the chance to intern at any of the brands that inspired me, I decided to do it myself and build my own route to the creative industry. That’s where my journey started and still today we strive to build a brand that empowers a new generation and tells a new story of Scandinavian fashion and culture on the global fashion scene.
What are you most proud of when it comes to Diemonde and your achievements in your career?
- The fact that I have been able to take an idea, a vision and dream to reality, built a brand around that and create products on this level in an industry that is not constructed for people with my background is an achievement that I am proud of. But most importantly how we are affecting the Swedish fashion industry towards change and creating opportunities for the next generation using fashion for good.
Can you tell us more about your micro factory Unitex and what you do?
- Unitex is a micro factory founded by Diemonde 2018 with a mission to offer a local solution for apparel manufacture and repair in Sweden. Today Unitex offers not only Diemonde but also other Swedish brands a resource-efficient model aiming to counteract overproduction and reduce environmental footprint. By evaluating and developing existing skills among refugees with high grade craftsmanship skills living in Sweden, we are transforming the fashion industry’s demand and needs into integration and employment. By moving our production to Sweden and building a modern value chain, we are creating values for society as a whole economically, environmentally and socially, while at the same time being an example of how a modern fashion brand can and should navigate today.
What’s your vision for the future?
- Big question, I have crazy dreams. Let’s narrow it down; my vision for the future is freedom, freedom to express and create with a cause to empower a new generation growing up in a multidimensional Scandinavia.
Any favorite pieces from the collection?
- The Jakt Wool Blend Vest, Blousson Leather Trousers, Cotton Twill Car Coat and of course our Bafaka Uniform Set are everyday favorites that keeps my style refined yet comfortable.
A perfect balance between Scandinavian minimalism, timeless silhouettes and global street style.
