Past tense

Grey Sheep

past_tense_studio

Location

stockholm / sweden

University

Main Manufacturing Countries

italy

portugal

Contact

BASED IN STOCKHOLM, SWEDEN AND BORN OUT OF SCANDINAVIAN MINIMALISM. PAST TENSE IS THE CREATION OF CREATIVE DIRECTOR VICTOR LINDH AND BUSINESS DIRECTOR ADRIEN FORRAY. BOTH SEASONED FASHION PROFESSIONALS WHO ARE COMBINING THEIR EXPERIENCES FROM Various contemporary fashion brands TO PROPOSE A NEW TAKE ON PREMIUM SCANDINAVIAN MENSWEAR.

THE PAST TENSE BRAND PHILOSOPHY IS CENTRED AROUND SELF-EXPRESSION AND THE APPRECIATION OF HIGH QUALITY WITH THE AIM TO EDUCATE CONSUMERS ABOUT GOOD PRODUCTS AND REDEFINE THE FASHION INDUSTRY’S STANDARDS.

PAST TENSE COMES OUT OF THE IDEA OF NOT JUST CHASING NEWNESS, BUT SLOWING DOWN. TO CONTEMPLATE AND LOOK AT FASHION IN A PAST TENSE. TO LEARN FROM THE PAST KNOWLEDGE, TRADITIONS AND CRAFTSMANSHIP OF LUXURY MANUFACTURING. AND TAKE THAT KNOWLEDGE AND SEE IT THROUGH A CONTEMPORARY LENS TO CREATE A PRODUCT WITH A MODERN AND UNIQUE LANGUAGE THAT IS RELEVANT FOR TODAY AND TOMORROW.

EXPRESSIVE YET TIMELESS HIGH-QUALITY PRODUCTS THAT THROUGH AN EMPHASIS ON CRAFTSMANSHIP AND LONGEVITY PRIORITIZES SUSTAINABILITY AND WITH FULL TRACEABILITY THROUGH AN ALL MADE IN EUROPE MANUFACTURING PROCESS.

Latest Collection

AUTUMN / WINTER 23 COLLECTION — “FROM A DIFFERENT VIEW”

PAST TENSE’S INAUGURAL AUTUMN/WINTER 23 COLLECTION “FROM A DIFFERENT VIEW” IS BASED ON THE BRAND’S ETHOS AND TAKES ITS INSPIRATION FROM INDUSTRIAL DESIGN, UTILITY AND ARCHITECTURE AND COMBINES IT WITH INSPIRATION FROM NATURE, MINIMALISM AND SERENITY. DESIGNED IN STOCKHOLM, SWEDEN, THE COLLECTION IS A LOVE LETTER TO THE DARK, MELANCHOLIC YET BEAUTIFUL MONTHS OF SCANDINAVIAN WINTER.

BUILT ON THE BRANDS INDUSTRIAL DESIGN LANGUAGE, WHICH IS SHOWN THROUGH STRICT AND DISTINCT DESIGN CUES, METICULOUS CRAFTSMANSHIP, AND METHODIC REPETITION, BUT THEN JUXTAPOSED WITH MORE ORGANIC AND NATURAL SHAPES, ECLECTIC SENSIBILITIES OF HANDCRAFT THROUGH CAREFULLY SELECTED TEXTURES AND QUALITIES, DECORATIVE FINISHING AND DETAILS. THIS JUXTAPOSITION IS THE UNIQUENESS OF PAST TENSE. THE DUALITY OF THE MORE HARSH STRICTNESS IN CONTRAST TO THE SOFTER NATURAL ELEMENTS. SUCH AS NATURAL DRY COTTON OR WOOL TOUCH FABRICS MIXED WITH INDUSTRIAL COLD METAL SILVER TRIMS AND HARDWARE.

PAST TENSE TAKES ITS DESIGN CUES FROM THE CLASSIC MALE WARDROBE AND GIVES IT A CONTEMPORARY TAKE. CREATED FOR MODERN LIFE’S NEEDS, THE AMBITION IS TO CURATE AN INSPIRATIONAL WARDROBE OF PRODUCTS THAT BACKS ITS PURPOSE. A WARDROBE OF PRODUCTS WITH A CLEAR POINT OF VIEW AND DESIGN DNA THAT IN ITSELF IS ABLE TO STAND ALONE. THAT CAN BE STYLED AND PROPOSED FOR DIFFERENT OCCASIONS. WITH A LOOK THAT IS PRECISE AND CONSIDERED, DEFINED BY DISTINCT SILHOUETTES, PERFECTED CUTS AND ELEVATED FABRICS. PRODUCTS THAT ARE NOT DISCARDED AFTER EACH SEASON, BUT SUBTLY REFINED AND ADJUSTED OVER TIME FOR A WELL-CURATED WARDROBE THAT TRANSCENDS TIME AND TRENDS.