Adnym SS22 is inspired by 90s power couples

To wear Adnym is to fall in love with Adnym.

I know this to be true. I have an oversized – and I mean oversized – double-breasted, Rocky Balboa-esque leather jacket from the Stockholm-based brand that I’ve been wearing over everything from hoodies to cocktail dresses for the better part of four years. My heavy – and I mean heavy – Adnym knit jumper, its collar frayed just so, has gotten me through three Stockholm winters. Theirs are the sort of gently tweaked essentials that invite a compliment every time you wear them.

“We’re still a small brand,” says co-founder Frippe Persson. “But if you find Adnym and you start wearing Adnym, you come back.”

Many of these loyal followers – myself included – have been with the brand since it launched in 2016, as a purveyor of thoughtful, genderless denim. Founded by Persson along with Stefan Söderberg and Johni Tadi, the brand has continued to make good on its promise of elevated garments you’ll wear season after season.

Though Tadi is no longer actively with the brand (Fun fact: he plays Thomas Storm’s competent fixer, Hassan, on Netflix’s Snabba Cash), he was instrumental in its initial storytelling. An elegant mashup of the words “anonymous” and “dystopian”, Adnym posits that something extraordinary can come from the most unlikely of places, even a straightforward black knit sweater.

The “anonymous” element has been crucial from the start. “We don’t write Adnym on the outside, it’s on the inside,” says Söderberg. A denim designer in the early days of Acne and the co-founder of Hope, Söderberg handles the technical bits of Adnym’s design while Persson sticks to the brand-building and selling – “the sexy parts,” he jokes.

Eschewing obvious graphics has made the growth of Adnym a slow burn, but lately it has really found its groove. With an increased focus on the “Atelier,” which offers elegantly tailored separates, the brand has cultivated a network of boutique retailers across Europe and Asia who are on board with the understated vision.

Meanwhile, the market has caught up to Adnym’s genderless approach, which was significantly less of “a thing” when they launched in 2016. “I don’t like the word unisex,” says Persson. “They’re just clothes for people.”

For SS22, Adnym presents an endlessly wearable collection in fifty shades of white, black and khaki. As always, the devil is in the details. A purposefully awkward seam – an Adnym signature – cuts through an otherwise pristine sweater vest. Barrel-leg jeans have two button closures, able to be worn up around the waist or low around the hips. A silky beige suit, gorgeously relaxed, makes one want to light up a cigar in Havana.

It’s all very 90s, not in the TikTok-regurgitated way, but in the way Brad Pitt and Juliette Lewis or Winona Ryder and Johnny Depp looked when they hit the town on a casual date night. This is reflected in the paparazzi-inspired lookbook, which finds a couple trading genderless clothes out and about in Stockholm

These are the sort of items you’ll wear season after season. These are the sort of items that will attract more Adnym believers.