What if your wardrobe could stretch across two cities? END. and Samsøe Samsøe explore exactly that with their latest collaboration. The collection is built around the idea of a shared wardrobe, with 24 pieces spanning menswear, womenswear and classic unisex staples. Grounded in the idea of style without boundaries, the campaign is brought to life by linking two people in Copenhagen and London, with each individual design exchanged between them. “We pushed each other’s boundaries across design and product and landed on something neither of us would have made alone; a shared wardrobe in the truest sense,” says Martin Wieczorek, Chief Product Officer at END.
The collaboration sits between two cities with an unmistakable influence on contemporary style. Founded in Copenhagen in 1993, Samsøe Samsøe has a distinctive Scandinavian sensibility, blending minimalism with the utilitarian ease of Copenhagen street style.
END., established in Newcastle, merges luxury fashion with streetwear, aiming to connect its audience with established names, emerging designers and cult products. “We wanted to create a contemporary collection that felt relevant and focused, bringing both brands’ points of view together in an authentic and exciting way,” shares Liam Hodges, Head of Menswear at Samsøe Samsøe.
Familiar Samsøe Samsøe silhouettes are given a contemporary END. treatment using mostly wool, denim and leather. One standout is the Sarowe Cardigan, a buttoned knit featuring a bold striped pattern. The oversized proportions and wool and mohair blend gives the item a soft and laidback edge but the eye-catching brown and blue stripes make it really come alive. Leather is one of the line’s hero fabrics, and is used to rework familiar styles through both brands’ shared vision. The Saeito jacket has an almost velvet-y textured body, with two diagonal zips on the chest, that clashes sharply with the sleek leather sleeves. This is where the new range shines, reimaging classic wardrobe staples to give them fresh perspectives. Across the collection, the colour palette is rooted in dark neutrals, reflecting the ideologies of British and Danish fashion sentiments. Black, olive, grey, and blue are central themes with several items having a faded effect such as the dark gold Satimo Jeans. Shot by Luca Strano, the campaign keeps things stripped-back, letting the clothes take centre stage.
For END. and Samsøe Samsøe, the collaboration offered an opportunity to blend and develop each brands’ design language and create a capsule that feels relevant and authentic. “This collaboration has been an exciting process for us,” says Marly Roosen, Samsøe Samsøe’s Head of Womenswear. “Working with premium fabrics, intentional silhouettes throughout which resulted in a collection with a distinct identity that can be styled in many ways.”
Through a cross-cultural partnership, the shared wardrobe concept is brilliantly executed, creating tasteful and fashionable pieces that feel authentic to both London’s street style and Copenhagen’s functional aesthetic. The END. x Samsøe Samsøe collection is now available in all END. stores and online.
