During the past year, Adam and Linda Friberg, co-founders of prominent brands like Cheap Monday, Weekday and Monki, have created the fashion brand AVAVAV Firenze.

By acquiring discarded fabrics from fashion houses in Florence, that would otherwise go to waste, Adam and Linda hope to influence the way that fabric is being produced by only making limited collections. They intention is to limit supply by creating something unique rather than overstock; in other words - real sustainable fashion.

There are new collections coming every week, something customers have been asking for and hopefully will appreciate - who doesn’t like to see new items every time you enter the store!

Everything is produced in Florence, where Adam and Linda also resides. This allows the couple to quality control the fabrics and make sure that the factory workers have fair working conditions. Linda has created a perfect combination of female Italian extravaganza with strict and minimalistic Scandinavian fashion. 

AVAVAV Firenze is coming to Stockholm, Sweden with a pop-up store and showroom. The doors are to be opened September 7, 2018.

The idea is to change the perception of what a store should be, and look like, by bringing the ‘behind the scenes’ to the storefront - creating a vibrant and creative space where everything is happening in one place. The store, the showroom and in-house PR office will share the space and the address is Smålandsgatan 20. 

There will be events held at the store almost every Thursday in collaboration with artists, musicians and other brands. The ambiance and feel of the store will be warm, welcoming and creative, almost like going over to a friend’s house.

The idea for the store is a collaboration with AVAVAV Firenze and the well-known and established Halleroed, the design agency working with, amongst a few, Byredo and Acne Studios. During the opening, artist Marisa Fjärem will showcase her paper creations. AlterID has picked and curated the brands, and their different pieces, that will be sold in addition to AVAVAV Firenze; Cornelia Webb, Sara Robertsson, Le Specs and Swedish Stockings.

https://www.avavav.com/