Another Aspect Is for the Cool, Corporate Guys

LONDON — Much has been written about Danish style and its knack for sporty tailoring or curated nonchalance, but now, a new style is emerging, hitting on the elements of corporate uniforms and relaxing them.

Menswear collective Another Aspect has been tapping into the market for five years and is now ready to slowly branch out of Copenhagen.

The brand has been showing on and off the Copenhagen Fashion Week schedule. In the summer edition, which is currently taking place, Another Aspect has opted out and is instead hosting an intimate gathering with the Danish coffee brand La Cabra, with whom they share a store space.

There will be no clothes on display — just coffee.

“It’s going to be about just gathering people and the community, which is very important to us because we’ve had a physical presence through our store since we started and it has developed a personal connection with people,” said Daniel Brøndt, cofounder of Another Aspect, in an interview.

“Our brand doesn’t necessarily fit a show format because our clothing is for the everyday,” he added.

The store is in the same neighborhood as other trendy Copenhagen-based brands including Tekla, Mfpen and Henrik Vibskov. There’s also a Paul Smith shop that’s a stone’s throw away.

Another Aspect has been using its store as an experimental hub to host events and parties — sometimes they invite chefs in for mini takeovers.

The store has become part of the brand’s bloodline. In March, they traveled to Tokyo with the community aspect in mind and hosted another intimate gathering at Trunk Hotel as part of their collaboration with the New York-based brand Colbo.

There’s a growing appetite for Another Aspect outside of Copenhagen.

“We want to expand into London and maybe New York. We’ve built a presence online that’s very much picking up and there’s a similar coffee culture in London to Denmark that could work with what we have right now,” said Brøndt.

The brand is carried by Goodhood in London and Peggs & Son in Brighton. Another Aspect’s big retail presence is in Japan, where the brand is stocked by 15 retailers.

Another Aspect’s pricing ranges from 70 pounds for a white crewneck T-shirt; 175 pounds for a pair of blue denim jeans to 430 pounds for a navy suit jacket.

Forty percent of the brand’s collections contain evergreens such as the blue jeans or striped shirts — the pieces have become staples that returning customers come back for every other season.

Another Aspect’s e-commerce imagery is shot against gray backgrounds with models standing straight and looking deadpan into the camera — like a Martin Schoeller portrait — yet there’s still a charm about the way the clothes are undisturbed and present.

“When we started the brand, we wanted to take a different approach to making clothes, we didn’t want to base it on trends. It’s an easy shopping experience for men, who can be quite conservative and everything we produce is made with organic or natural fibers,” Brøndt explained.

The brand’s core demographic is men between the ages of 25 to 35, who make up 80 percent of sales with 20 percent being made up of female shoppers. Another Aspect worked with United Arrows in Japan on a women’s capsule collection, where they changed the proportions.

Brøndt has noticed a subtle shift in Another Aspect’s customer base.

“Our usual clients are young guys who are going into the working world. They’ve now started coming in with their fathers, who end up buying something, so our shopper is getting quite broad,” he said.

Another Aspect lives by the Danish principle of not letting anything go to waste. The brand will launch Another Atelier in October, which will be exclusive to its stores and website, using deadstock fabrics to make small-batch collections made up of 30 to 50 units.

“It’s fun to have some unique pieces on top of our everyday items,” said Brøndt.

Every once in a while, a uniform must be disrupted in the name of fun.