Getting back to its sun-soaked roots, online store Medwinds have touched down in the Mediterranean with a Brownie promise for sandy shores, ultra-violet rays and a first rate collaboration with multi-talent, Henrik Vibskov.
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Motivated by the ease and breeze of the Mediterranean, Medwinds presents functional fresh attire for the casual cool. The brand have recently collaborated with drummer/composer/artist/ scenographer but most of all designer, Henrik Vibskov, to bring out an airy, earthy mini-collection. Set against an aquamarine backdrop, the collection launched on a beach in Mallorca a few weeks back, with the Med-inspired brand hosting an opening sunset ceremony under a sculptural, ramshackle white tent. Local boy and girl scouts performed a slow-mo ritual, digging up the sand, fully clad in the mini-collection from Henrik. With an ethos of ‘discreet and helpful’, the models had the full 50’s scout get-up of neck-ties, straw hats and a touch of old-school geek with a flip-flop-sock combination.
i-D online caught Henrik and Medwinds founder Lorenzo Fluxa Orti perched on a rock in front of the ocean and quizzed them on the sun, salt-water and scouts.
Catch the Medwinds/ Henrik Vibskov collection at the Medwinds pop-up store at 47 Lamb’s Conduit Street in Holborn, until 12th August 2012.
Text: Felicity Kinsella
Film and Photography: George Harvey
