TOUBA : SNEUM
Feel free to share:
Sneum is a Compenhagen based menswear brand proposing a Scandinavian take on the Amaerican aesthetics. As I am quite the aficionado of cowboy boots and cool leather jackets, it did not require ample amounts of effort to fall in love with SNEUM’s first-rate garments. In Christian Sneum’s collections, the designer attempts and succeeds at elaborating the effective synthesis of a stylistic materialization of the Americana sensitivity. The lifestyle, taste and traces of several generations of people embodying it are harmonised into an amazing array of clothes and accessories. They were made while thinking of them, these road men and women, singers, hunters, cowboys, nostalgic counterculture teenagers or adults who listen to folk, dance on country, love the blues and make up the ethos of America way beyond the boundaries of its physical territory.
SNEUM’s impetus is that it really does identify and enhance the distinct design features of Americana iconography. SNEUM gives them an even stronger impact, edge and renewed contemporary appeal. Revitalizing such a large and complex corpus is nothing next to mundane. It took Christian Sneum twelve years at the house of Valentino in Italy before he felt fully comfortable trying out his idea. When the brand launched in AW19, it was clear that it wanted to establish a permanent “baseline” for menswear that does not fluctuate much over time. A line that identifies and link objects of great design, rooted in history, conceived for a utilitarian purpose and has stood the test of time, making them just as relevant today as they were at their inception.
SNEUM’s booth at TOUBA was packed with elaborate shirts, jackets and puffer vests.
The process of magnification of Western style clothes is done with the scope to respect, maintain and preserve the basic anatomy and heritage of the vintage items on which they are based. On the picture above, a clear cut checked jacket is layered with a high-collar tough shirt and rough jeans, creating a rebellious yet chic look. Nothing is overdone but all the right cues are there. The outfit here has purpose and a narrative.
How could we not write about the SNEUM classic Western shirt. The brand offers an elaborately decorated garment with piping, smile pockets and a 5 snap shotgun cuffs.
Christian Sneum’s interest in the cultural, political and demographic dynamics of the American 19th and 20th century really shows through in this look which amalgamates references to horse-ridding, university life and football. Somehow, the design is flawless and attractive. SNEUM managed to energise the American ethos by proving to us it can still cast a long and elegant sartorial shadow on present day men’s wear.
