When is a T-shirt more than a T-shirt? When it doubles up as a piece of art and creates a whole new level of meaning for the wearer. Intrigued? You should be, because that’s the ethos behind Limitato, the latest brand to emerge from style-savvy Sweden, and it’s making a pretty big fashion splash.
Of course, Scandi cool isn’t a new concept. Indeed, it’s a bonafide look all of its own, with Swedish labels Acne and Our Legacy now synonymous with effortlessly chic, modern-day wearable apparel, but Limitato is doing things a little differently, fusing fashion, art and music to create a look that’s totally unique.
Designs are described as ‘bold statement pieces not for the faint hearted’, and looking at the AW18 collection, we’re inclined to agree: velour bomber jackets join a line-up of signature T-shirts and hoodies printed with an array of striking imagery including photographs of Kate Moss and David Bowie by Terry O’Neill, vibrant, pop-art esque lips from artist Sara Pope, and surreal black-and-white shots from Pamela Hanné.
The Limitato stand at Pitti Uomo created such a buzz the founders were left in tears
Judging on the reaction to the brand so far, it seems the style world was more than ready for the Limitato aesthetic – when founders Gustav Peterson and Emrik Olausson showcased the label at Pitti Uomo in June 2017 (after driving 25 hours from their hometown of Gothenburg to Florence with part of the collection in the boot of their car) their stand created such a buzz that they were left in tears.
The SS18 collection was subsequently stocked in 154 retailers worldwide, and the label continues to grow. And so it should – this is a way to appreciate iconic art every time you look in the mirror, an idea that will surely never go out of fashion.
For more information, see limitato.shop