Come 2015, the LOIS spirit and the bravery of the bull are just as solid and adventurous as they were back in the early sixties. These strong qualities of character offer the true denim lovers a clear and current alternative to other European brands that are jumping the denim wagon. Because let’s be honest … designing some attractive labels and photographing some denim-clad boys and girls isn’t that difficult. Turning denim into history on the other hand
Elvine Mänd may not be known by a lot of people, but her legacy and name is embroidered on the behinds and across the hearts of many. Elvine worked as a seamstress in Estonia during the Second World War. When the Russians invaded, Elvine made a run for Estonia’s neighbour, Sweden.
In 1975, Elvine’s daughter gave birth to a boy named Daniel Mänd, who would revive Elvine in a whole new way. Daniel grew up in the outskirts of Gothenburg, and quickly became one with the streets and its graffiti culture. With the opening of his own street wear store, Daniel realized what it was he and his friends weren’t able to find in the clothing industry. He wanted to create something that came entirely from him and Gothenburg’s unrefined street culture, but made in the tradition of his grandmother.
Wanting to reach people from the street, Daniel found inspiration in his everyday life, and more importantly, in his friends. It was about having a good time and bringing his community closer together. And somehow, the founder had become the very essence of his own brand. The unsophisticated boy from the streets became obsessed with quality and sophisticated craftsmanship. Daniel’s life on the streets merged with his grandmother’s functional legacy to create a new kind of Elvine: Sophisticated clothes for unsophisticated behaviour.