How Avenue. FYI became one of Norway's buzziest brands

"We wanted a brand name that was neutral, bordering on translucent, and almost impossible to Google, which is why we chose Avenue. Internationally, it's a name most often given to hair salons, clothing shops and clubs, which is funny," says Gustaf Gyllenhammar.

He's half-grinning under his heavy blonde bangs, sitting in a pastel-coloured and airy room in a cabin by the sea, right next to his partner in business and life, Ingvild Abrahamsen. The two met at a hardcore punk gig in Stavanger, Norway, as teens when they were both involved in what was then a vibrant alternative music scene.

"I lost one of my dogtooth-patterned Converse shoes in the circle pit at a Go It Alone concert, and Gustaf was the one who found it. It's kind of a Cinderella story. I love it when my life morphs into a Disney movie. Although I wasn't a typical mosh girl; I was too shy for that," says Abrahamsen.

Through the many mosh pits and singalongs, they met Espen Follestad as well, Avenue. FYI's third founder, who was the lead singer in a band called Damage Control at the time. As the trio entered adulthood, Abrahamsen got a BA in fashion at KHiO, The Oslo Academy of The Arts, while Gyllenhammar and Follestad started a high-quality T-shirt brand. After graduating, Abrahamsen joined the others in 2014, and Avenue, as it is today, was born.

The DIY, liberal, gender-inclusive, political and free-spirited currents of their youth are all part of the brand's ethos.

"Growing up and being influenced by the subcultures of the 1990s has shaped us as people and creatives. It has manifested itself directly in how we work today. I was always a tomboy growing up and would wear giant band tees and my dad's clothes, so it's also natural that the brand is unisex," says Abrahamsen, her long blonde hair dancing down her oversized hoodie.

"A large chunk of the ideas we come up with stem from our current interests, yet at the same time, our way of doing the brand is in many ways inspired by past experiences. It's a bit of a juxtaposition."

During the first few years, Avenue appeared on the Oslo Runway schedule, while the trio connected with customers via socials and saw their retail presence grow. Still, it was essentially a beloved side-hustle. Back in 2019, though, they were ready to level up.

"We did a full collection for the first time, as well as a runway show. That's when we added FYI, an addition which can mean 'for your information'. We were eager to start a new era."

During Paris Fashion Week Men's in January 2020, they were able to get buyers from prestigious stores globally to come and visit their showroom, located in the 1st arrondissement. And then, moments later, the pandemic came oozing in.

"It ended up being a good thing. The pause allowed us to reflect on how we want to move forward. But we're excited for things to accelerate again now," says Abrahamsen.

For their SS22 collection, they've been influenced by card games and what they call "witchy manga", more specifically the manga books A Witch Hat Atelier and Eniale & Dewiela. Drawing from eclectic references has become part of the brand's DNA. Avenue. FYI staples - using only natural materials such as silk, cotton and wool, loose fits, garments that tie together in unexpected ways, and layered looks - are likely to be present as well.

"We don't want to disclose too much, but it'll be colourful," says Gyllenhammar.

At the time of our conversation in late July, they're at a crossroads, umming and erring whether to do a runway show or a digital presentation for the summer collection.

"I think the runway is a cool format," says Gyllenhammar.

"Yes, and there's something about the contrast between Norway and a runway show I find interesting. It's so like fashion fashion; it's almost funny or weird to do it here, if you know what I mean? But on the other hand, that's what's kinda interesting as well," says Abrahamsen.