Hvrminn celebrates brotherhood and family in its FW16 campaign video

By

Obi Anyanwu

Published
Feb 8, 2016

Hvrminn (pronounced Hur-minn), the made-to-measure company turned ready-to-wear menswear label, on Friday released its campaign video for its FW16 collection.

The video, directed by Bon Duke, is a showcase of precise tailoring, rich neutral tones and textures and the subtleties of the handshake and family. The handshake is believed to be a moment of connection that suggests a bond and closeness between two people. Duke was inspired by the Fyodor Dosteovsky novel, The Brother Karamzaov, in particularly the quote, “Let there be brothers first, then there will be brotherhood, and only then will there be a fair sharing of goods among brothers.”

Hvrminn holds the idea of brotherhood to a very high regard and also served as an inspiration for Duke. The brand employs a small team of experts in their respective fields that banded together to build the company.

Designer Minn Hur co-founded Hvrminn (which is a play on his name) in 2011 as a made-to-measure suiting company. Two years after the company’s launch, Hvrminn debuted its Eponymovs label that took the brand's signature made-to-measure, bespoke suiting into the ready-to-wear menswear realm.


The Waltz from Hvrminn on Vimeo.

Eponymovs is often inspired by sartorial and militaristic elements, which is especially evident in the FW16 collection. Minn took to the Russian military for FW16 and even listened to Russian waltz while designing and researching the collection. The inspiration led Minn to further researching World War II and military uniforms. The FW16 collection is a testament to Minn’s sharp eye for details and refined touch as well as the natural marriage between men’s suiting and military attire. Russian and military themes like fur hats, white gloves, and military hats and vests bring the sharp collection together and put it in perspective.

The brand showed its Eponymovs FW16 collection at the second session of New York Men's Day this month with Chapter, CWST and Matiére among others. Eponymovs produced four collections thus far, with the FW16 being the fourth, and it has become a regular at NYMD.
 
Hvrminn is set to launch its online store in February with an assortment of suits, trousers, shirts, ties and jewelry.