Elvine

Elvine, known as "The maker of jackets", is a Swedish clothing brand with a significant presence in over 700 stores across Europe. With its roots in Gothenburg, a city notorious for its heavy rainfall, Elvine has gained a reputation for crafting jackets that are both stylish and functional​1​.

The company was established in 2001 by Daniël, inspired by his grandmother Elvine Mänd. From the onset, it was the harsh weather conditions of Gothenburg that drove Daniël to design high-quality, practical winter jackets. Elvine's creations have always been a reflection of the city's character, drawing inspiration from local humor, streetwear, nightlife, and a fondness for Japanese culture. Over the years, the brand has expanded its offering beyond winter jackets to include shirts, comfortable pants, sweaters, and other contemporary items​​.

Elvine differentiates itself through an emblem that encapsulates the essence of urbanity and progression. The emblem features an illustration of the iconic Gothenburg gas holder, 'Gasklockan', a symbol of Gothenburg's resistance to commercial forces. This emblem is a reflection of Elvine's commitment to glorify the ordinary, and as the gas holder faces potential demolition, it may serve as an even more poignant symbol of heritage​​.

Committed to sustainability and quality, Elvine ensures its materials are vegan, durable, and water repellent. The brand is part of the Fur Free Retailer initiative, and the jackets are constructed from recycled PET bottles. The focus on durability doesn't end with the materials; special attention is also given to the buttons, which are designed not to fall off easily. Moreover, the company promotes environmentally friendly care instructions for its products, recommending airing jackets outside to clean them before resorting to machine washing​​.

Elvine continues to receive positive reviews from its users, with customers appreciating the comfort, quality, and innovative design of its products. One such review in 2023, praised the Tiril model, a winter jacket, as a top pick due to its super softness, comfort, and excellent protection against the wind and rain​​. Elvine, thus, continues to demonstrate its commitment to delivering high-quality clothing that meets the functional needs of the urban dweller, all while making a statement in the fashion world.