A SCANDINAVIAN TAKE ON THE AMERICAN AESTHETICS6 May 2020Highligts-enNEWS This post is also available in: Ita Copenhagen based menswear brand proposing a Scandinavian take on the Americana aesthetics” After 12 years tenure with the house of Valentino in Italy, Christian Sneum recently returned to Denmark, his native country. His namesake menswear brand was launched in AW19 and seeks 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. The impetus is thus to identify and enhance the distinct iconic design features of these objects, to give them an even stronger impact, edge and renewed contemporary appeal. This process of enhancement is done with the scope to respect, maintain and preserve the basic anatomy and heritage of the vintage items on which they are based. In turn this should ultimately translate into creating clothing with both a purpose and a narrative that hopefully facilitates forging meaningful long lasting connections with its users. Through his Scandinavian optics and contemporary approach he draws much of his stylistic inspiration from Americana iconography, in particular during the counterculture movements of the 60s and 70s. Most noticeably their adaption of western wear but also military and hunting references are amongst important influences. This stems from a profound personal interest in the cultural, political and demographic dynamics of that time. The counterculture movements evolved to become the most important influencer on popular culture and arts around the world and still casts a long sartorial shadow on present day men’s wear.