Les Deux Paper aw17

THE AUTUMN 2017 PAPER

GET YOUR SEASONAL NEWS AND INSIGHTS FROM
THE DANISH FASHION BRAND, LES DEUX.

THE MODERN MAN
OF THE DECADE

A CHARACTER OF INSPIRATION

The modern man of the decade has a curious silhouette: The modern man of the decade wears his heart on his constant challenge to attain, establish and maintain this
multifaceted, he is engaged in several roles, each demand- sleeve, unafraid to present his character in the moment: equilibrium. And it is this very awareness that fuels our
ing his full and infallible attention. He carries himself with passionate yet vulnerable, vigorous yet emotional. admiration; he tries and he acknowledges his mistakes and
class, honour and integrity, determined and motivated flaws.
by success and never discouraged by extreme or unreal- His desire to have it all is his inspiration, driving him to- The modern man of the decade is a chameleon; an em-
istic desires. He is a businessman. He is an athlete. He is wards creating the reality. He pushes himself to win, for bodiment of balance and determination throughout his
a friend. And he is a lover. But he is also human, prone second best is simply not an option. Average does not ac- entire journey. His many facets are what have designed
to doubts in confidence and belief in being the man he commodate his ambition which at times disrupts priorities. this paper and through him we develop each of our col-
strives to be. Seeking to achieve the perfect balance, he is aware of the lections.

SEE THE WORLD THE TASTE OF QUITE FRANKLY
SCIENCE
We have travelled the world A chat with Christian Seiersen,
to see fashion from a new angle. Geranium Gin. founder of Frankly Juice.

Page 2 Page 6 Page 14

PAGE 2 We believe that what you wear is simply your own visual in-
terpretation of the identity you wish to portray; that identity
A MULTI- is reflected in style, which is also inevitably a product of our
CULTURAL environment.
AW17
If that holds true, it would suggest that the inspirational
WE ARE INSPIRED BY VERSATILITY; CULTURAL ADAPTATION THAT SIMULTANEOUSLY UNIFIES sources we seek out at home have no different perspective than
AND DIVIDES FASHION. WE TRAVELLED THE WORLD TO SEE TRENDS ADOPTED FROM DIFFER- our very own. Whilst context may be open to interpretation,
ENT ANGLES, BORN FROM DIFFERENT ENVIRONMENTS AND DIFFERENT SOCIETIES. HERE IS we remain products of the same culture and social habitat; we
OUR STORY OF THREE EUROPEAN CITIES ACROSS ONE SEASON. are different, yes, but can always detect common features by
default of shared experience. Exploration, adventure and dis-
covery are essential to expanding our horizons and broadening
our perspective. We strive to be limitless yet it is on us to break
our self-imposed limits.

This autumn, we stepped out of our everyday surroundings to
look beyond borders for inspiration. Fashion is an abstract, de-
fined by the individuals that adopt it. It is fluid, dynamic and
transformational, entirely dependent on the eye of the beholder.

We visited three European cities to gain insight into how they
understand fashion and what part it plays in their unique envi-
ronment. But we didn’t want to just scratch the surface; rather
we wished to go deeper, to seek out the underlying cultural and
social brand of the cities and their heritage, to understand how
it might have constructed the fashion landscape particular to
its location.

We started off in…

BRIGHTON
Normally, when we think of British fashion, we associate
it with regal and refined; that quintessential classic gen-
tleman in a crisp white polo shirt. However, Brighton is a
bit different and in a good way. Everywhere you go, you
see these quirky details that weave character and intrigue
into the seaside town. You’ll notice it in shops, houses and
best of all, on people. It’s exactly like when you meet that
special someone and there’s a certain je ne sais quoi. It
leaves you curious, wanting to discover more in an attempt
to define the indefinable.

We fell in love with Brighton immediately because it was
something completely different to the mainstream, mini-
malistic fashion we normally see on the streets of Copen-
hagen. We quickly named it “the British rebel”, a bold
statement of so many eras mixed together in one outfit.
Brighton has always been known for their counter-culture
approach, which may also be the answer to why you find
the highest concentration of independent stores in the
UK; people cherish and cultivate their uniqueness and this
has all harmoniously come together in an eclectic, British
hub.

We met a lot of interesting people on our escapade, but
David Cole confirmed exactly what we had been thinking.
He manages a small vintage clothing shop and put into
words what Brighton style is all about:

“Sometimes I may look like a hippie, other times I’ll dress
fairly 90s, sometimes it’s more lumberjack, but just recent-
ly you could have spotted me sporting some short leather
shorts. I’m all over the place. But that’s how I like my style.
People often assume I’m in a band, but hey, we’re in Brigh-
ton! Every man and his dog is in a band.”   

PAGE 3

AND THEN WE FOUND OURSELVES SOME- FINISHING OFF WITH A STAY IN PARIS.
WHERE IN STOCKHOLM. Paris is the indisputable city of love and we can’t avoid the
If we were to classify design as either warm or cold, Stock- romantic associations when it comes to its fashion either.
holm would be, as its climate dictates, pretty damn cold. When we look at the modern Parisian man, he comes with
The capital of Sweden is also the capital of minimalism style, and style that’s simultaneously ultra chic with heavy
and natural sophistication, effortless innovation and an al- undertones of effortless cool. Romance is a true gentle-
most eerie simplicity. The Swedes are, just as us Danes, man’s game and so are the French standards for quality
known to be a bit reserved. There’s a profound reflection and manner. Sloppy is not an option. Even if it is arguably
and patient listening that takes place in their cultural con- styled. For that reason, you rarely see a Parisian in sneak-
structs and it takes a little more to feel the identity beneath ers and their version of smart-casual holds the casual.
the outfit.
He is also a man of details because for Parisians, that’s
Translated into the fashion scene, loud colours, glittery de- where it all lies. The suit pants must be inch-perfect and
tails and crazy patterns are a rare sight. tailored to his body. French tailoring has a long and presti-
gious history and some of the oldest and finest tailor shops
Swedish fashion simply speaks in a different and more sub- still exist in Paris today, upholding their reputations in a
tle way, the kind of statement made through silence rather wild sea of competition. The Parisian man, as predicted,
than words. It’s all about looking a little closer, seeing the is truly a result of his heritage.    
small twists on the mainstream, which can transform the
trivial into the unique. It’s never random. In fact, it’s so We said they like to hold the casual, or maybe their inter-
considered and this is exactly where it becomes their craft. pretation is just a little different to ours. After all, we heard
Their style puts the effort into effortless and nothing is left several times that the blazer-with-dark-washed-jeans look,
to chance. that we often try to pull-off on a night out, finds its roots in
Paris. Perhaps the difference is just that to them it’s more
However, within the overall minimalistic fashion profile like a Saturday brunch kind of outfit.
you can still find nuances. For instance, we saw a pattern in
what we choose to call in-the-office and off-duty aesthetics, Paris inspires us to try a bit harder and for that we are
a perfect cohesion of dual-purpose clothing and a testa- grateful. It’s easy to go for the sweatshirt because it’s been
ment to how so many classical items seen in Stockholm are accepted as office wear and interpreted by some of the
extremely versatile. biggest fashion houses in the world. But ask yourself: when
has a man in a great suit not been at the top of his game?  
A final thing to mention about fashion in Stockholm is its
iconic androgyny. Home of the genderless look and the
source of a movement that made it acceptable for women
to wear oversized t-shirts, hoodies, adopt boyish cuts and
take on the tailored suit. Thank you, Stockholm.

PAGE 4

A SUSTAINABLE
DRESS CODE
GO BEHIND THE SCENES OF HOW THE WORLD’S LEADING FUR COMPANY HAS MADE SUSTAINABILITY THEIR NUMBER ONE PRIORITY.

Kopenhagen Fur is the largest fur auction house in the is available? Consumer demands for animal welfare in due to the long shelf-life and quality of the material.
world, the essence of design tradition and über luxury production have increased and become a highly discussed
since 1930. A heritage of excellence and fashion maturity topic where the only suitable outcome seems to be to ban Furthermore, the whole mink and not just the fur, is used
has made them one of Denmark’s most prestigious estab- it altogether. This has put immense pressure on companies and passed on to other industries. The system is referred
lishments within the global fashion industry. like Kopenhagen Fur to make their supply chain more sus- to as a circular biodynamic ecosystem where meat, fat and
tainable and transparent in order to maintain production. bones are used to produce raw material such as biodiesel
However, as much as we love small furry details on our At Kopenhagen Fur they are not just satisfied with being and fertilizer.
not so casual Sunday uniform, that is not why we are here. a passive supporter. In contrast, they have made it their
Mink fur has for many years been a controversial topic number one priority to ensure that animal welfare on all Finally, the minks’ fodder comes from waste material from
and Kopenhagen Fur has, throughout the discussion, been Danish mink farms is kept at continuously high standards. human food production, letting the circular economy of
dedicated to acknowledging the many opinions expressed. mink farms leave a positive impact on other major sus-
“The world look to us every single day and expect us to tainability issues.  
But they also want to welcome you behind the scenes to take the lead in better animal welfare. But we are not only
get a glimpse of how the mink trade really works and how the biggest player on the market, we are also fortunate to Denmark is not only known for producing some of the
they are committed to apply fur in the most responsible be frontrunners when it comes to research and innovation. most beautiful and exclusive mink furs in the world, but
way possible throughout the value chain. So when a project like WelFur comes along, we feel obli- they have also been praised for their state of the art farm
gated to set ambitious goals for ourselves”. - Trine v.d.v. management. The reason for our status is largely due to
This is the passionate story of a groundbreaking company Rasmussen, Kopenhagen Fur. the established community within the Danish Fur Breed-
trying to change a whole industry through sustainability ers Association. The institution comprises a broad range
and welfare focus, which are two words that often sound The WelFur certification scheme is the result of a large of influencers including the EU and a research and con-
like they don’t belong in support of this topic. Sustain- project initiated in 2009 by the European Fur Trade. sulting agency, who collaborate with universities and re-
ability is the number one challenge which companies face Based on 40 years of scientific research in mink and fox search institutes to communicate developments within fur
today and we wish to bring attention to those who succeed welfare, a measuring system based on EU standards has breeding.              
to inspire, learn and break down uninformed assumptions. been developed to measure and document welfare levels
on mink and fox farms. Farms that adhere to its demands With a 360 degree sustainability profile, the acknowledge-
TAKING A STAND are awarded the WelFur Certificate and from 2020, Ko- ment of animal welfare and above all, an uncompromising
Fur was the first material ever used to cover up the human penhagen Fur will only sell mink and fox fur marked with perspective on quality and delicate production, Kopenha-
body. In primeval times, the caveman used it to shroud this approval. gen Fur is an organisation that embodies the many aspects
his naked body to survive the freezing winter months. To- we, as consumers, employees, collaborators and buyers
day, hundreds of thousands years later, we are yet to find A LOOK INTO THE WORLD OF FUR look for today. Moreover, we also admire Kopenhagen Fur
a fabric so good to retain heat as fur. However, in modern So back to our question and probably the question for ev- for their ability to be consistent with open and transparent
times, where fur has now become more an exclusive fash- eryone: why real fur? It is solely due to its premium sus- communication about a topic that remains so controver-
ion statement than a means of basic survival, cheaper and tainability profile. As an extremely durable material that sial.
similar synthetic alternatives have become highly popular, can last up to 30-40 years if treated with care, its lifetime
giving the everyday fashionista the feeling of warming lux- makes the fur coat a prime example for sustainable fash- We’re not trying to sway opinion, but we do respect that
ury without the price tag or the guilt. ion. Compared to faux fur which has a much higher envi- as an industry, it’s reassessing its priorities for a greater,
ronmental impact both during production and decompos- more positive impact.communication about a topic still so
So why do we still use fur, if materials such as faux fur ing, real fur is often recycled or re-stitched into new styles controversial.

PAGE 5

PAGE 6

THE AMAZING
TASTE OF SCIENCE

FOLLOW GERANIUM GIN ON THEIR JOURNEY FROM NAKED PASSION TO BEING THE WORLD’S GREATEST TIPPLE.

PAGE 7

The days are gone where alcohol was simply seen as a remedy to make spent countless late hours in the kitchen fine-tuning the taste.”
your existence a tad more cheerful and escape everyday challenges for a
brief moment. Today, enjoying fine spirits gives you a layer of sophisti- Today, the Geranium Gin has been praised around the world and is
cation and embodies the modern man’s appreciation for quality and fine among the preferred gins at the most exclusive bars and restaurants
craftsmanship.   globally.  

In February this year, Copenhagen held the country’s first gin festival, My many years of experience
giving the public a chance to taste 120 different profiles of the popular had sharpened my taste buds
spirit and setting the stage for an era of experimental wonders beyond your and I knew I could strike just
classic G&T. the right balance.

THE WORLD’S BEST DISCOVERY NOT JUST YOUR AVERAGE G&T
Henrik Hammer has been in the big leagues of gin enthusiasts for What makes Geranium Gin unique is the ef-
over 10 years and was part of the jury in the International Wine & fort and knowledge that lies behind the perfect
Spirit Competition for many years. Though still a hobby at the time, combination of the 8 different botanicals that
he always had the dream to create his own distinct bottle of gin. unite in perfect harmony with each other. It is
He had an urge to channel years of experience the story of hard work and endless devotion
into tangible value and like many other entre- to an idea that became a reality. Although un-
preneurs, he spent most of his waking hours fortunately the final product did not launch in
alongside his consulting day job thinking about time for Henrik’s father to see the fruits of his
how he could create a gin different, and good labour, his skill is captured in every bottle and
enough, to satisfy his own judgement. Little did the source of innovation for Geranium Gin has
he know that the solution would drop into his been refined by familial wisdom.
lap by sheer coincidence.     
“Geranium is for the man who finds pleasure
On a typical day in the summer of 2008, Hen- in the taste and not the effect of the gin. To-
rik was on his way home from work when he day, most new gins that reach the market are
stopped by the local florist for a geranium to either too standard to be noticed or too special
add a bit of colour to his kitchen. to be used for traditional gin cocktails. We have
The geranium flower has a powerful scent and stayed true to the origins of the liquor, but dis-
is a common measure against the smells that tinguish ourselves in the precision of the blend.
linger in the air after cooking up a storm in the Consumers are becoming increasingly quali-
kitchen. ty-conscious and the current hype around gin
is only broadening our target group of buyers
When you are a man as passionate about his who want value for money.”  
hobby as Henrik Hammer, you tend to see cer-
tain elements in a different light than the aver- Henrik’s vision is to be acknowledged globally,
age man. Like if you are a runner: a hill is not not only for making high quality gin but even
an annoying obstacle, but a new opportunity to greater for his approach to production and de-
challenge yourself. For Henrik, the geranium veloping new products. Combining experience
became that challenge. He knew that the flow- with new perspectives and never-before tried
er had been used for therapeutic purposes for taste combinations is how Henrik intends to
many centuries by extracting the oil and mix- continuously revolutionise the liquor industry.
ing it with juniper berry, citrus and coriander. And Gin is just the beginning.
Now if you know your gin, you’ll also know
that the three latter plants are key ingredients To us, Geranium is not just the key to a perfect
in any decent bottle. So why not make gera- drink at the end of a busy week. It is, in fact, a
nium the fourth? With the idea firmly planted metaphor for a busy week embodying the ded-
in Henrik’s mind but for want of further con- ication, hard work and beauty of how far you
sultation, he went to his father, whose scientific can go with passion.
background would drive Henrik to the final
product of his delectable discovery.   Cheers to you, Henrik! 

“My many years of experience had sharpened
my taste buds and I knew I could strike just
the right balance if I took the time to really
explore the influence of the geranium flower.
But I needed my father to help me extract the
ethereal oils which is the part of a plant you use
to flavour the liquor. My father was a chemist
and had worked with aromatic compounds for
years. Together we made the perfect pair. We

PAGE 8

I think that your basics are the most
important items in your wardrobe,
so they have to be high quality!

IN-
TVEIERW-
SEASONAL TRENDS AND SMALL TALK
WITH CREATIVE DIRECTOR, MATHIAS JENSEN.

What fashion trend do you think will be revived? understanding, but a lot of people buy really low quality all embellishments and keeping to the core of what we do.
I think the mid-90’s London is coming back. Sort of an basics. I think that is very odd. I think that your basics are Focussing on high quality fabrics and craftsmanship, clean
misfit army look. That trend is going to take off during the most important items in your wardrobe, so they should silhouettes and simple recognizable applications.
the fall and winter. I think we will see military boots, more be high quality! Other than that it takes a lot to baffle me.
slim fit jeans with holes maybe even cargo pants, oversized I see hundreds of styles and looks every single day, so it Do you keep current trends/what is popular in
heavy knitwear and long wool coats. All of this will of actually takes more than the casual fishnet stockings or mind when buying/designing?
course be with a new and fashionable silhouette. yellow rabbit furs to catch me off guard. Mostly I think Absolutely! It’s one of the things i fear the most. I keep
people should just wear what they want. them in mind, so I can try to avoid them. Well, most of
What trend do you not want to see happen? the time. We try to focus on what we do best and move our
We had a short period in the late 90’s where people were What have you been inspired by lately, or what is brand forward slow and steady. Following a “here-and-
wearing nylon sports pants, tight t-shirts with logo ribs now” trend can sometimes mean taking a step backwards
and highsole Buffalo sneakers. Neon was big at the same influencing what you’re buying/designing for next instead of forward. For us that is anyway. When I see an
time... I’ll be ok if I never see that again. ongoing trend, like the mac coat for example, we need to
season? have it. Then we do our spin on in and try to make it our
Are there any current trends that you find baffling It might sound a little corny, but I have actually just made own.
and odd? a collection that I want to wear. So many people had been
Well, I dont know if it is a trend or just a common mis- influencing the SS collection and to be honest I couldn’t Why, in your opinion, is minimalism so prevalent
really see myself in it when it came out. So, for the AW
collection I just did what I wanted to do. Stripping away

PAGE 9

Mathias Jensen
MY SEASON FAVORITES

The key items of the season, according
to Mathias Jensen from Les Deux.

Dewsbure knitwear is for me the perfect
knit for this season. Match it with a pair
of jeans for an effortless and cool look.

in Scandinavia? Do you think it will always be a type. If you are a bit plus size, buy a heavy jersey tee, It will Ludgershall is my favorite crewneck this
marker of Scandinavian style? fall more stiff on your body and maybe hide a few kilos. autumn. Snow melange body with a big
Everything from architecture, interior design, gadgets If you are more fit, you should get something in a lighter
and fashion design is pretty much the same in Denmark. quality that will follow your body shape. Perfect quality embroidered statement!
White, black and grey. Straight lines, smooth curves and and perfect fit. It will make you stand out in an effortless
great craftsmanship. We feel safe in this environment. It’s way. And never buy just one! A classic with a twist.
easy to look at, its easy to match and it’s easy to wear. We Our Encore styles have become our
are almost bottle-fed with great design, so it’s just a natural What do you think will be the next big trends in signature and this green addition is
part os us. Sometimes you can even predict the next trend fashion and style?
in fashion just by looking at architecture and the other way Wow, thats a great question. I hope that down jackets are nothing less than perfect
around. coming back. I love the classic Chevignon down jacket in
green and brown. I could see that fitting in right now.
What item or design is timeless?
For our readers who are looking to buy a staple
piece, what do you suggest?
Spend some money on a great white t-shirt! Don’t buy
some cheap shit! Buy a basic that compliments your body-

IT IS NEVERPAGE10 It is kind of ironic, if you think about it, that the watch has
JUST ABOUT become the modern man’s most timeless accessory. Tell me,
TIME when was the last time you closed that beautiful leather or met-
al strap to keep track of time? Our answer would probably be
A WATCH CAN SEEM AS AN COMPLICATED ACCESSORY, BUT IT IS SO MUCH MORE. never. Yet time remains the most scarce resource in present day.

As we get older, time becomes more of the essence; a po-
tent, precious entity which we never quite attain at full ca-
pacity. We meet new people, we get more responsibilities
and our independence tempts us to explore new things. All
of a sudden, we find ourselves in two places at once, more
often than not, and our self-critical nature demands us to
be 100% present in every aspect of our lives.

In a world where the talk of time has turned into a discus-
sion on efficiency, optimization and streamlined manage-
ment, we decided to dedicate this piece to the concept of
time as a phenomenon and how our historical fascination
with it has influenced the sentimental value that a classic
watch has to the modern man.

THE STYLE OF A BRITISH CLOCKMAKER
Around the 16th century, about two centuries after the
first mechanical watch was sold, a small group of British
men met up at a small atelier in a quiet town in the out-
skirts of London. They were all clockmakers. At the time,
being a clockmaker was a humble profession; a craft which
accommodated the rich and put food on the table for its
craftsmen.  

The men were experts of an international calibre. They
had travelled around the world solving some of the most
challenging riddles hidden in a broken watch. The pur-
pose of their meeting was to establish a small society of
craftsmen that would pay tribute to their profession and
share knowledge and experiences. It didn’t take long until
the news of the skilled society had spread and noble men
from far and wide came to get their pocket watch serviced
and repaired by the best of the best.

The society became known as the Worshipful Company
of Clockmakers and the appreciation for their skills and
detailed work was reborn as a highly respected art form,
reserved for only the most patient and skilled craftsmen.
The society still exists today as a charitable Guild in the
City of London, but remains the oldest surviving institu-
tion in the world, continuously paying tribute to the watch
and the profession of clockmakers.

A PIECE OF HISTORY
At the heart of the British capital, you find Pendulum of
Mayfair, a shop that immediately catches your attention
for behind its doors lies an emporium of history right in
the middle of fast-track popular culture. With walls built
of clocks ticking away Pendulum serves to remind us that
time is the fundamental foundation of everything.

The same family, who has run the business over the
past 40 years, sell every type of antique watch produced
throughout the 16th, 17th and 18th century. In the back
of the store, you will discover a little workshop that is open
for visitors where time is spent repairing and restoring the
oldest and most fragile clock pieces which still remain in-

PAGE 11

tact. A true symbol of passion and paramount fascination,
clockmaking is a tiny element of history that has shaped
the modern man’s perception of his watch and how it
should be treated.    

TEMPUS RERUM IMPERATOR - ‘TIME IS THE
RULER OF ALL THINGS’.
Today, time truly is the ruler of all things. It constrains
our ability to do everything and it often forces us to put
efficiency before quality. It can often tarnish unforgettable
moments of love because our simple lack of it deprives us
of the courage to stand still and enjoy life for just that little
bit longer. However, look to the history of time and we
see that the very thing that measures what we claim to not
have enough of, was developed through a tale of patience
and detail. One where cutting corners to get ahead was
not an option. The tangible construction of time was, and
still is, considered a mastery; a calm yet complex test of
endurance.

Today the quality of many modern clocks is far inferior
than the items produced by these past masters originating
from the Worshipful Company of Clockmakers. We ironi-
cally are the breeders of our constant need to rush, about
which we relentlessly complain. We command ourselves to
be quicker, faster and more efficient, which indeed often
comes with sacrifice. But fortunately, the history of time
has left its mark on the carrier of the watch, cultivating a
love for its design, feel and detail no matter how mass-pro-
duced. The item always holds its individual to account for
its acquisition and in return, the individual shows it their
utmost care.

Every man has his favourite watch. One with history and
sentimental value dedicated to the holder of this memory.
The watch is a reflection of his personality and nods to
the man he is or strives to be. The watch is an element
of art. Just as a painting reflects your style, the details of
your home, your temper; in the same way the watch, on
a modern man’s wrist, reflects his nature, his lifestyle and
his identity. 

LUDGERSHALL CHELMSFORD S.T. BRELADE ENCORE PIQUE

perfect sweats This mouline sweatshirt is The Chelmsford sweatshirt S.T. Brelade is the grotto This classic piece is once
for the season perfect for the long autumn is inspired by the hunt- where the first human again part of the collec-
ing grounds of norther tion. New colors and the
The simplicity is at it’s nights. It works perfectly made wall paintings were famous perfect fit makes
high point and the autumn with a shirt underneath, England. The embroidered found in the southern parts this style an instant classic
invites to greys and black. but just as well loosely over pheassant makes it a time- on the palette of contem-
a t-shirt with a pair of less piece for every season. of England. The images
was of men hunting ani- porary fashion.
jeans.
mals for food and fur.

PAGE 12

WHEN
NHAETAULSRE

BALANCING HARD WORK WITH EFFICIENT RECUPERATION IS
ONE OF TODAY’S BIGGEST CHALLENGES. SO, WE WENT OUT
AND FACED AN EVEN BIGGER ONE AND THE RESULTS ARE
IMPRESSIVELY TELLING.

PAGE 13 in a way that overcomes any other thought to completely
detach you from an alternative process. The SkyRace re-
We have been told that true success requires extraordinary quires you to create constant synergy between your mental
hard work – whether it is in personal relationships or pro- and physical focus and it’s this quest that will bring you to
fessional aspirations. However, just in the knick of time, your true nirvana.
we’ve also reached the conclusion where the awareness of
taking necessary actions to manage stress levels is a prereq-
uisite for our ability to perform and be present.

When you are constantly trying to keep up with the life LIVING LIKE YOU HAVE NEVER LIVED
you have created for yourself and the goals you are so de- BEFORE
termined to achieve, the brain and body finds itself auto- Besides being the ultimate way to sharpen your senses and
matically adjusted to a permanent state of alertness. This test your endurance a trail run, such as the SkyRace, also
means that in order to manage stress levels and provide to has a strong meditative effect.
both your physical and mental wellbeing the time it needs
to recharge, more extreme measures must be taken to es- Neurologists say that it is impossible to think of nothing.
cape the everyday chaos. A day at the spa may be nice, but Our brain is assembled in a way to work constantly to en-
the modern man needs more to shift his focus away from sure what the smart people call optimal moment-to-mo-
the challenges that distract him away from pure, holistic ment readiness. We can blame this mechanism on our
healing. ancestors who lived alongside dangerous animals and
therefore had to be on a constant alert for lurking threats
Cue nature and extreme sports, where environment and in the outback. In short, our brain is constantly calculating
adrenaline are key to unlocking your most productive res- “what if ?” scenarios to predict and avoid danger.
toration. We have known for a while that exercise boosts
endorphin levels and distracts you from your daily wor- Funnily enough, the mechanism that prevents us to stop
ries; look no further than the office gym for a city work- thinking and let the mind go completely blank, is the exact
er’s go-to place to sweat off the intensity of a demanding same that enables us to zigzag between obstacles on a nar-
week. This neurological process is what created the term row ridge at 1,404m altitude without losing our footing. It
‘runner’s high’. However, we are moving away from sim- is what allows our brain to neglect something otherwise so
ple exercise towards athletic experiences meant to push important and it inflates our thoughts as everyday strug-
you to the limits and challenge your physical and mental gles surround us. As a result, our brain is estimated to be a
capacity; the risk is greater but so is the payoff. Gone are larger threat to our survival than a lost business deal.
the days where running the marathon is a big deal. What
characterises today’s extreme sports is using nature’s ele- However, standing at one of Norway’s highest mountain
ments to create your own obstacles; relinquishing yourself peaks in a nature so raw amidst the force of the elements,
to the mercy of a savage environment forces you to be we experienced something different. A meditative effect
100% focused on the task in front of you, with no room for which defines the SkyRace as the ultimate therapeutic ad-
wandering minds that can potentially lead to fatal injuries. venture.

As the modern men we proclaim to be, we set out to put We were not there to destroy our bodies in the pursuit
extremity to the test in one of the world’s most challenging of victory, which meant we took the time to inhale and
trails, the Tromsø SkyRace. absorb our surroundings. Standing there at the top of a
mountain peak alone, too exhausted to do anything but
THERE IS MORE BETWEEN stare into wide space, allows your mind and body to open
HEAVEN AND EARTH up to a feeling of complete serenity. It’s what we call the
Stretching across two of Norway’s highest summits in a cathartic crux: the moment where you have to stop trying,
terrain not made for human survival, the Tromsø SkyR- resistance is relinquished and total separation is accom-
ace is the ultimate test for human endurance. plished.

Imagine yourself at the intercept between heaven and EVERYDAY RECHARGING
earth. The temperature is mild yet its altitude throws you Now it would be wonderful if we could do a short SkyR-
into the wrath of a powerful and chilling wind that can ace in between meetings, but instead we try to recreate the
easily throw you off balance. Ahead of you is a 58 kilo- meditative effect into the rhythm of our daily lives. Man-
metre course through some of nature’s most breathtaking aging stress levels is essential for healthy professional and
surroundings. However, as you’d expect, these don’t come personal performance. It is important not to forget what
danger free. You will face technical ridges in the middle of is often being neglected in the pursuit of success and to be
with staggering fjords; you will go through lengthy passag- reminded that results come from within.
es where loose and slippery rocks pave the way beneath
your feet; you will be forced to use your entire body in Take small breaks during the day to take in fresh air, focus
ways you did not think possible to sustain, as well as ad- on your breathing for a few minutes. Those few minutes
vance. that you feel you can’t spare, can always be spared. Or
perhaps go for a walk in an area excluded from city noise
And where does your daily work come into this? It doesn’t. just so you can be remembered that quiet can exist. We
Not for a second. After experiencing the Tromsø SkyR- promise it can make a world of difference.
ace we deduced that the ultimate stress reliever is not to
be calm and relaxed, but the entire opposite: challenged

PAGE 14

Christian Seiersen is the type of person who
believes that being yourself should determine
the direction you choose to go. In 2014, he
founded Frankly Juice with Christian Bowall
to give voice to his passion and inspire others to
obtain a more healthy and sustainable lifestyle.
To Christian, Frankly has never just been about
squeezing fruit and vegetables, bottling them up

and selling them as the epitome of
wellness. The juice represents a move-
ment and an eagerness to change people’s per-
ceptions of health, whilst making the food industry
more sustainable.

TOGETHER WE JUICE

Christian hands me one of the vibrant orange cold-pressed juices as
we sit down to talk. He has this kind of effortless energy about him and
you can tell that his product is a result of his lifestyle. As with many entre-
preneurs, his strongest passion is what kick-started the adventure three years
ago, and it immediately shines through when I ask him about his life and more
importantly, what he lives for.

THE JUICE THAT
TALKS TO YOU

FRANKLY

WE SAT DOWN WITH ONE OF THE FOUNDERS OF FRANKLY JUICE, CHRISTIAN
SEIERSEN, FOR A TALK ABOUT PASSION, HEALTH AND SUSTAINABILITY.

Christian is an extreme perfectionist, which is partly the reason why he became an en-
trepreneur; to do things exactly how he wanted. The other part, he suggests, probably
comes from his dad, who has been self-employed throughout Christian’s upbringing.
He is also quick to address that Frankly would still just be a dream if it hadn’t been
for the people who helped him along the way and who are still a big part of the
company today. Take Christian’s brother, Nikolaj, who has been part of the journey
from the very start. He remembers when different juice combinations were tested on
the kitchen counter and now handles all production as well has being a co-partner of
Frankly today.

Despite Christian’s perfectionist nature, he places a lot of his success on being
faced with different perspectives from the people closest to him. Frankly is a
great example of how diversity can drive a business forward as long as
that diversity is united on common purpose and direction.

PAGE 15

Photo: Christian Bowall (Left) and Christian Seiersen.

HEALTH HACK terial as possible and avoid any unnecessary pro- YES, THE WALKING VEGGIE DRINKS BEER
cessing of the fruit and vegetables. The juice is After all this health-talk, I can’t help but wonder if Chris-
If we return to the passion for a second, I quick- squeezed in a very delicate way to preserve natu- tian is the kind of guy who can’t eat a croissant without
ly realise that the juice is simply Frankly’s way to ral flavours and they avoid pasteurising because it going for a 10k run immediately after. He is a certified di-
make an impact on their environment. Christian kills important nutrients in the process. etician, a personal trainer and he played football from an
has a clear mission to inspire people to make bet- early age. Undoubtedly, a healthy lifestyle has always been
ter choices for themselves and the generation they However, Christian’s view on health is much more a part of his life. But he admits that his exercise routine has
are responsible for raising. Today, we are easily than a cold-pressed, sterile, squeeze of nutrition. taken a hit by the success of his business.  
influenced by trends, especially when they are ac- Sustainability is at the core of the passion that
cepted by the mass to be true, and that quickly drives the dream forward: ‘I am a 200% kind of guy. That means I eat and sleep
creates a distorted perception of what is healthy. Frankly Juice at the moment. I constantly struggle to find
‘Sustainability is when we use the excess pulp the perfect balance between physical, mental and emo-
Take the current hype about protein. All of a sud- from our production to feed the bears in the Co- tional well-being and it’s probably the hardest thing in the
den, a chocolate bar goes from a guilty treat to an penhagen Zoo with a healthy snack, or when the world. However, I try to improve every day. I try to feed
essential part of an athlete’s diet, just because it pulp makes up the base of a delicious muffin at my body with the best fuel possible to be on top and be
says protein with big letters on the packaging. We the Emmery’s bakery. But sustainability is also present with the people around me, but I also eat cake at
see the same happening in the juice industry. That the dream of delivering fresh juice to schools and birthdays and drink beer with the boys. Moderation in all
is also why being completely transparent about teaching our children about what good nutrition things is what I strive for.’       
their production, from picking to packaging, is an is, as well as how good spinach can taste if you just
essential part of their business.            mix it with the juice from an apple’. We admire Christian’s power and how his endless drive
for success never sacrifices how and with whom he has
In Frankly, they try to stay as close to the raw ma achieved it. We can not wait to follow his journey and see
what Frankly has got in store for us next.

PAGE 16

OUR FAVOURITE PART IS THE JOURNEY

We began this journal by describing how we see
the modern man of this decade, setting the stage
for an exploration of lifestyle characterised by
hard work, determination and independence. We
wish to make clothing that allows for interpreta-
tion and can be adjusted to every aspect of the
modern man’s life. We seek to uncover the recipe
for that perfect blend between the style, quality
and personal touch that we believe make up time-
less pieces and iconic style.

We stay true to our staple pieces season after sea-
son to keep our core close, in the same way as the
modern man will always go to his loved ones and
return home for support when in doubt. Though
we still need to explore and challenge ourselves,
seek inspiration outside our comfort zone, it is of-
ten the small details presented on our designs that
pay homage to a new place or culture we have
explored. We will always have the same quality,
the same fit, the same feeling. Yet each collection
will be something completely different.  

This is the Les Deux Magazine and in it, we have
poured our inspiration, admiration and ambition.
Maybe you can recognise yourself in a story or
two and perhaps you find yourself more motivat-
ed than before to improve, challenge or seize an
opportunity. It is not on us to impart age-defying
wisdom, but we do have a message that we’d like
to spread. Explore. Try new things. Broaden your
horizon. The more you discover, the greater you
believe.

That is our modern man.

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