FRONT ROE

Ten years ago, if you were asked to name the fashion capitals of the world, Copenhagen wouldn’t have tripped off your tongue after Paris, New York, London and Milan, and yet Copenhagen has emerged as the new style capital. Accredited for their showstopping fashion weeks which take place just at the turn of the season, Copenhagen has emerged as a major style player thanks to its influx of influencers. Not long after the arrival of Instagram, Danish social media stars carved out a niche for themselves, capturing the attention of style-obsessed scrollers with their love of colour, prints, bold and breezy dresses and the impressive ability to be wearing such garments whilst riding bikes. So much so, that the likes of Vogue, Harpers Bazaar and Marie Claire all hail Copenhagen street style as the best in the world.

One influencer responsible for putting Copenhagen on the fashion map is Sophia Roe. Her inherently Scandinavian style of minimalism has garnered over 450,000 followers on Instagram. “Scandinavia has always represented an understated elegance, high craftsmanship and attention to details and finish,” says Roe. “Simplicity requires good craftsmanship and the love for the aforementioned lays deep in our DNA as Scandinavians. As a result, women here tend to be quite understated in the way they dress. But also because she is always biking around the city!”

But it’s not just this penchant for chic, minimalist and effortless style that has put Copenhagen on the fashion map. It’s also down to the city’s environmentally conscious ethos. “To appreciate good craftsmanship and to know the importance of both functionality and simplicity, all three are things that the world needs right now,” says Roe. “Especially now in times where fast fashion and unconsciously produced items are prevalent, these shouldn’t be terms existing in our vocabulary”. And it’s this sustainable way of living that is at the core of Roe’s new clothing line, The Garment. “It was important to me from the very beginning to be sustainable. It is simply not an option to create a brand today with the knowledge we have without it being sustainable,” she explains. “Every time we design a product, we always strive towards making it with as little environmental impact as possible. For example, we use smart fabrics as the vast environmental impact of clothing production comes from the fabric.” Not stopping there, “Our collections are CO2 compensated. We calculate the CO2 impact of each garment we produce throughout its production process right up to the point where we ship it to you. By offsetting the equivalent amount, each garment represents a tangible way of combating climate change.”

Founded just last year by Roe and Danish designer, Charlotte Eskildsen, The Garment focuses on building a wardrobe that can last a lifetime. “To describe The Garment in three words, I’d say esthetic, timeless, elegant. [The label] has a season-less approach and each garment is created with versatility and longevity,” explains Roe. “The garment is for the conscious woman who finds herself perfectly balanced between her masculine and feminine side in the way she dresses and wants to wear both with pure elegance and confidence.” The collection is made up of timeless pieces you’ll never tire of. Think the structured blazer that goes with everything, the classic white shirt that always makes you feel put together, the knits you can rely on in winter and the well-tailored trousers that work just as well in the office as they do for an evening out. Achieved through sustainably sourced and recycled materials, the collection consists of a minimalist colour palette featuring white, tan, grey, earth green and black. “When I am rushing out the door, I always lean towards my classics. The classics that have survived many seasons in my closet and the classics I know always makes me feel prepared for life,” says Roe.

As you would expect from a fashion brand co-founded by one of Denmark’s most popular influencers, The Garment’s social media presence is paramount. “Driving a business today, you can’t ignore the importance of being visible across all social media platforms,” says Roe. “It is a powerful tool to tell your stories directly to the consumer and it creates a universe true to the brand’s aesthetic.” But being prolific online hasn’t just helped Roe to build a social media presence for her label. “Being an influencer has given me so many great experiences in my relatively short life of 25 years. From the very beginning, I had to figure everything out for myself. I have been completely self-taught since I started on my own the day I graduated high school,” tells Roe. “I’ve always had a curious nature and I’m passionate at heart. The combination of the two is what drives me but they have also brought me the best lessons. I discover or rediscover something new about life every day and get better at doing something each time, and for that, I am very grateful.”

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