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The title of our PRE SS27 collection is TROXLER, named after an optical phenomenon where the brain adapts to things that stay unchanged and the world around a fixed point begins to dissolve.
Science shows that we stop noticing what stays constant. Details that are seen often enough become invisible. Our reaction to zippers, buttons or fabrics felt every day disappears against the skin. The longer we live with something, the less we actually see it, and the thought and possibility still inside it go quiet.
TROXLER is a collection that interrupts that. The pieces refuse to be filtered out.
By focusing on details, and highlighting simple concepts we give the garments a texture the eye cannot smooth over. Repeated patterns with elements removed create visual gaps where the brain expects continuity, forcing a second look at what is actually there. Collars, cuffs, seams and joints are reinforced with industrial metal, pulling attention to the parts of a garment we usually ignore. Replacing things like zippers or buttons with magnets makes you feel or look twice.
We also lean into the act of disappearing itself. Blurred graphics hold the exact second before an image dissolves, the tension between what is still present and what is already lost. The fade made visible.
TROXLER is not about making something new. It is about adjusting how you see what is already there. A small shift in attention, enough to bring the overlooked back into view, and to remind the eye that familiarity is not the same as understanding.
CREDITS:
Creative Director: Julius Juul
Photographer: Nawel Odin