By Ti Mo SS14 Preview
While September is rapidly approaching, we’re definitely leaving SS13 further behind us. Only last week I talked about my AW13 wishlist and today I’m going to skip even further in time and introduce the By Ti Mo SS14 collection. By Ti Mo is a brand that I was pleasantly introduced to this year and that I’ve come to love more and more. Not only does their brand philosophy lay close to my own heart (my inspiration in architecture comes from similar things). Their strive to achieve high quality trendy pieces and the reinvention of their classics each season again is inspiring.
By Ti Mo is a Norwegian brand invented by Tine Mollat back in 2004. The fabrics, cut, lineplay, fresh colours all contribute to comfy clothing pieces. Tine Mollat cites a Danish poet to explain the main source of her inspirations: “Your childhood is a cradle from which you ladle your whole life." While growing up Tine Mollat spend her time in theatres, ballet studio’s and grand opera houses. Intuition, following your heart, dreaming and finding inspiration in your surroundings past & present are all things that are used in this brand (and ways how I also look at my own architecture). Only nine years after the beginning of this brand, By Ti Mo is sold in over 20 countries in 1000 stores (including Anthropology and Le66). It is with pleasure that I talked to the designers of this brand.
1. Each season the collection have a special name. Is there a deeper meaning behind them?
Yes, for example for SS13 the collection is called “Eternity". Since the beginning of By Ti Mo we have certain basic pieces, like the cardigans and t-shirts, that we update each season with different colours and detailing. The style remains the same but it’s a new version each time, so in a way it’s eternal. These basics have been around for almost ten years. Also the fabrics are of such good quality that you can wash it over and over again, so when you buy a piece it’s for a lifetime. The SS13 collection celebrates that eternal aspect.
2. What is the name for the SS14 collection?
It’s called “Mindflow". A stream of thoughts make you think in new ways. We introduced a lot of new colours in this collection, in the previous collections we stuck to a certain palette but you’ll see that this collection has a broad range. In a way “Mindflow" stands for doing what you want, go where you want to go. We took lots of inspirations from vintage markets. It’s like a music mash-up, you take certain elements you love and mix them up to create new styles. Inspiration comes from everywhere. Everything has already been done before. Even the prints, there is a piece that is inspired by Japanese Kimono’s.
3. What would be your favourite colour of the new collection?
That would be “Melon". It’s a really soft pink, you can style an entire outfit with it, without it ever being ‘too much’.
4. How do you update these vintage items to a modern piece?
We mostly take inspiration from the detailing of the vintage clothes. We looked at vintage bridal clothes, items from the ‘50s. We include bits and pieces in our own collection. Like how the knitted sweaters are sewn together. We dared to do different things as well like combining a graphic print with floral. Everyone loves it! So in a way those vintage items get a fresh new look.
5. What age is your target market?
We have a broad market, everyone likes something from a collection. You can easily mix a piece and incorporate it in your own style. Girls can come shopping together with their mother and even grandmothers.
6. What is the most important value that your brand stands for.
Quality fabrics! Like we mentioned before a piece can be washed over and over again. Also how a fabric feels to the skin is important. Our brand stands for high-quality diverse pieces. The prints, fabrics, colours, everything blends together. It’s like music, art.
7. Even like architecture? How we also take bits and pieces from different styles and incorporate them in our own projects?
Thank you so much for your time and for answering these questions.
I hope you guys enjoyed this introduction to this amazing brand and most importantly the preview of the SS14 collection. I promise this won’t be the last you see of By Ti Mo on the blog!