The collection 6' am is designed for the female silhouette in a European metropolis. The philosophy is to combine a classic, sophisticated expression with feminine facets to be dosed in relation to the life in the city. "The design is an expression for the way the busy woman lives and work". The lifestyle in a metropolis easily wipes out the boundaries between the working life and the urban life", says Creative Director and owner Lars Fahl Jensen. The clothes are for the spontaneous, outgoing life based on a classic expression and a feminine, sensual elegance,"
6' am is the international expression for 6 o'clock in the morning. According to Lars Fahl Jensen, the idea of the name rises from the outgoing 24/7 life of the urban woman.
"When she gets up in the morning, she hardly knows how the day ends. The clothes must suit a working life which spontaneously may continue directly to a café, a restaurant or a night club."
With more than 30 years in the Danish clothing business, Lars Fahl Jensen has a solid experience with all parts of the value chain.
"6' am is based on 4 annual collections produced within the EU. We aim at the retail business being able to buy and adjust its product range in the present season. It is unique within the fashion business". Lars Fahl Jensen, who started his own career in a clothes shop in Aarhus, understands the nuances in the retail business.
"The world is open to the consumer who travels among several metropolises. Thus purchases are fragmented and affected by the spontaneous pulse which is experienced in the present. That's why 6' am must be available for the retail business and the delivery time must be short - preferably no more than 5-6 weeks from order to delivery", emphasizes Lars Fahl Jensen.