SANDWICH_

Right before the Sandwich show is about to start, an excited visitor next to me is surprised about the young and modern crowd the Sandwich_ show pulled in. The loyal Sandwich_ loving visitor who claims that usually this show only brings in the typical and mostly older Sandwich_ woman, is glowing with pride when Sandwich_ creative director Henriëtte Daniels steps on stage. Is this the beginning of a new Sandwich_ era with clothing not only suitable for the typical Sandwicher but also for the young hipsters in the room?

The creative brain behind the Sandwich_ collection shares her philosophy about designing simple yet innovative clothing, with the audience. Daniels says that she was inspired thirty years ago by Japanese designers, who made garments based on shapes and out of natural materials. This is still the style of the in twenty-four countries sold brand; unforced, easy-to-wear authentic clothing. Daniels underlines this conception with an comparison with television chef Jamie Oliver. His innovativeness is to explain by his ability to create new meals by mixing good and simple ingredients. The same way Sandwich_ creates new garments and new shapes based on the typical Sandwich_ ingredients.







Probably not as hip or as forward as the younger crowd would have rooted for, but easy one-hand-in-pocket clothing, that looks comfy enough to make the chic fashionista consider trading her tight dress, for an airy Sandwich_ trousers. It’s not the most spectacular or experimental show on the planet, but Sandwich_'s strength lies in their consistency and stability. I’m sure the Sandwich_ woman is rooting for their never-dying reliability.


Written by Karin Aalberts
Photos by Aram Goudsmit