KEY WORDS FOR BRAX FOR A/W 20
Men: Marine, grey, camel / brass and curry /
orange and light blue / moss green, merlot
and off white / juice and cornflower colours /
checks / functionality and utility details /
lightness and soft fabrics / digital print
inspiration / freedom of movement, Hi-Flex
features, superstretch / a natural worn look
Women: Shift in silhouettes, slim fit design /
saffron / chestnut, orchid, navy / cool blue,
green khaki, aquamarine, sage / walnut chilli,
amber and wintry natural tones / feminine
floral patterns / new checks / paisley /
houndstooth / Techno-Wool material / shim-
mer jersey / innovative essentials / authentic
washes / sporty velvet and cord styles
I consider Copenhagen to be my second
home after being occupied with the Scandi-
navian market for 12 years. Just by spending
time walking through Copenhagen you feel
the fashion vibes. The entire city is packed
with cool and fashionable people. Starting
with the cool young hipster to the extremely
well-dressed businessman.
From a pure business perspective Copen-
hagen has always been a fashion metro-
pole and in my opinion will always remain
a fashion metropole. In my position I am
traveling a lot across the globe and I am
seeing many tradeshows suffering, even in
cities you would not think it could happen,
e.g. NYC.
BRAX
A
Q | BRAX is among the exhibitors in CIFF
Showrooms. How do you see the future for
Copenhagen as a fashion metropole?
A | Jeg betragter København som mit andet
hjem efter at have beskæftiget mig med det
skandinaviske marked i 12 år. Alene, når du
går en tur gennem København, føler du by-
ens fashion vibes. København er fyldt med
cool og moderigtige mennesker lige fra den
seje unge hipster til den ekstremt velklædte
forretningsmand.
Set i et forretningsmæssigt perspektiv har
København altid været en modemetropol, og
efter min mening vil det også gælde i frem-
tiden. I min position rejser jeg meget over
hele kloden, og jeg ser mange modemesser
lide, selv i byer, hvor du ikke ville tro det, som
for eksempel i New York.
Min personlige opfattelse er, at CIFF bliver
mere og mere vigtig. Trafikken af besøgende
er fremragende, messehallerne på gulvplan
er spændende, og deltagerne bliver mere og
mere internationale – også ud over de skan-
dinaviske grænser.
For BRAX er og bliver København vores
modemetropol.
My personal perception is, that the CIFF be-
comes more and more important. The foot
traffic is outstanding, the exhibition booth
in the trade show halls are exciting and the
participants become more and more interna-
tional, also beyond the Scandinavian borders.
For BRAX, Copenhagen is and will always be
our fashion capital.
RO
In general, we consider our self to be positio-
ned in the “higher mid-market” close to pre-
mium. Our core price points reach from 899
till 1299 DKK. We offer a full lifestyle collec-
tion with trousers, knitwear, blouses/ shirts,
outerwear, but our core is trousers. We have
a very comprehensive stock service.
BRAX targets a customer starting at the age
of 40 and up. The collection offers a wide
range of fashionable pieces and basic pie-
ces too. Fit-wise we cover all different body
shapes and sizes.
The craftmanship of our products of course
always stands in our focus in regard to qua-
lities, fit etc.