5PREVIEW is a brand that started very humbly in 2008. Created by a Swedish designer while working in Rome, the brand was born from just a few graphic shirts. Starting small, in just five short years, 5PREVIEW can now boast collections with up to 250 pieces. Self described by the 5PREVIEW team as “accidental fashion success” it is no accident that you can find their clothing on numerous artists, generations young and old, even on the pages of Vogue. Despite a quick rise to success, 5PREVIEW remains humble and continues to pursue an image of approachability.
When I think of brands, I like to try and come up with a simple tag line that would encapsulate an identity. For 5PREVIEW, I think that tag line would be “everyday wearable” or “vintage recreated streetwear”. Perhaps what contributes to this identity is the democracy that goes on behind the scenes when creating a collection. One example of democracy in action is the process for deciding which prints will be included with every collection. Everyone, from sales to head designer, vote on 20-25 different prints. The votes are then tallied and the top five overall vote getters are secured and added into the collection. Working in this way gives the collection a very well rounded appeal that I think is reflected as you browse through the lookbooks.
5PREVIEW is one of those brands that defy barriers and crosses generational gaps. Every collection provides a range of pieces that are extremely wearable – allowing anyone to find at least one piece to add as a staple in their wardrobes. This “chameleon collection” mentality can also be seen through many of collaborations 5PREVIEW has established to run campaigns over the years.
For their campaigns, keeping with the approachable aspect of the brand, 5PREVIEW tends to reach out and work with up-and-coming artists of any medium who are looking to showcase their talents. Tattoo artists, photographers or bands, they can all be seen showcasing not only 5PREVIEW collections but their own skills and passion. Many of the campaigns allow the artists to show their interpretation of the collections through their own “lenses” providing a genuinely unique feeling every time. This is visible in the pictures you will find in this story credited to Federico Ferarri (Main Campaign Photographer) and Fredrik Ottosson (Studio Campain Photographer).
Now to get to the real reason we are all here, denim. 5PREVIEW will be launching their first denim focused collection for the Autumn/Winter 2014-2015. I was able to get a sneak peak at the pieces, I may make some enemies here, but I have to say that 5PREVIEW launching the denim line actually makes me look forward to the end of summer. Amazingly, this new endeavour for 5PREVIEW was solely dictated by consumer demand. Consumers were asking for jeans by 5PREVIEW and the brand has answered this calling. You should definitely check back on Denimology often and keep your eyes open for the new collection at the end of summer. In the mean time, take a look at all the Chambray from their Spring/Summer 2014 collection.
So it is my pleasure to introduce one of the most down to earth brands I have come across, 5PREVIEW. We can’t wait for the first release of your denim line in Autumn/Winter of this year. 5PREVIEW is available in over 30 countries around the world. You can visit their website to check out the stocklists in your area, 5PREVIEW.
Welcome to Denimology 5PREVIEW,