FQ1924, Brandbook, 2012, menswear, male fashion

RYG - BOG

RYG - BOG

B R A V E A N D H O P E F U L T H E Y

E M B A R K E D O N A

S T R E N U O U S J O U R N E Y I N T O

T H E U N K N O W N .

pg. 4 pg. 5

i n t r o d u c t i o n

I D E A A N D I N S P I R A T I O N A L B A C K G R O U N D

pg. 4 pg. 5

Movies are made from them. Books are

written about them. And now, a Brand

was born from them. They are the great

achievements of real people from the past

who change a moment in time and inspire a

future of generations to come.

Quebec Canada. 1924.

The 1920’s was a decade of great prosperity for North America – full of celebration, dance and entertainment. It was often referred to as the ‘Roaring Twenties’ or the ‘Jazz Age’, but to many Europeans, it also won the title of the ‘Golden Twenties’ because of the economic boom following World War I. Despite its name, it was evident that the New World offered an abundance of opportunities and continued to attract a diverse population of immigrants throughout time.

Voyages to North America date back to the Norsemen (better known as ‘The Vikings’) in year 1000. However, no further European exploration to Canada occurred until 1497 when a seafarer named John Cabot explored Canada’s Atlantic coast for England. Colonization started as early as the mid-16th century. But it wasn’t until the second half of the 19th and the early 20th centuries that gave way to an in flux of European immigrants in unremitting waves.

Flocks of vessels reached Quebec, New Brunswick, New York, Boston and other ports along the Canadian and US frontier with thousands of European immigrants ready for a new life. For many, the journey would offer ample land for farming. For some, the cities became crowded hubs for new business. For others, it was an escape from famine and health epidemics; freedom from state church and religious confinement; or refuge from political radicalism.

Canada became a population predominantly of English and French descent (Quebec

comprised of 25% French). Yet, its appeal extended to Europeans of every nation, culture and creed. Canada would eventually become home to a number of Danish emigrants in the early 20th century. A group of modern-day explorers who sailed the same waters to the same land that their Viking ancestors once sailed nearly a millennium earlier.

1924 marks the year of the largest number of Danish emigrants into Quebec Canada. For one of the smallest European countries at the time, these Danish emigrants – a homogeneous and well-educated people – took that great step of courage, curiosity and adventure. While the reasons for migration across each European culture varied greatly – even the Danes rationalized their exploration differently. But the one thing they shared was a dream and a hope for something better.

At a time without the Internet, hundreds of media sources and copious amounts of information – a migration of this magnitude is done blindly and requires the utmost bravery, tenacity, determination and adventure at its core.

If our past is truly the greatest indicator of our future – then it would only be prudent to draw inspiration from the extraordinary men and women whose noble values set them apart from the ordinary. And that’s exactly what we’ve done as a brand.

FQ1924 is built on this ‘frontier spirit’. As a Danish men’s fashion brand, we are inspired by our ancestors of this time – and breathe the same values of courage, curiosity and adventure into the brand we live. Our clothing tells a story of truth and heritage. In every piece we design, we deliver fashion so uniquely authentic – history is both being relived and made at the same time.

Frontiers of Quebec. 1924. This is what stories are made of.

pg. 6 pg. 7

What is your earliest memory of the

migration from Denmark to Canada?

I remember our second trip to Canada more clearly. My father first sailed to Canada on his own in 1928. We joined two years later. However, would return to Denmark again in 1936. This was short-lived, as I became very sick with the whooping cough. This, I remember very well – because I was put on a strict diet of bananas and raw meat. The bananas were hard to come by in Denmark at the time. Between not getting the right nutrition, and mostly due to the dampness of Denmark – Doctors said I would die if we stayed there. So, we set off for Canada for good this time. I remember having to get many vaccinations before the trip.

Why did your parents choose to leave

Denmark and move to Canada in the first

place?

My father was a trained engineer – and got his training in Denmark. But he also had a love of cooking and brought that love of food to Canada. Canada was a young country with a lot of opportunities. My

father landed a job right here in Montreal at Murray’s Restaurant, a chain at the time with restaurants also in Ottawa and Toronto. He was a hard worker and had two shifts as a chef in the beginning of our life in Canada.

Can you tell me about the conditions of

the boat trip over?

I remember sailing from Denmark to England, where we then had to take a much larger ship to Canada. There were different levels of class – which were separated very distinctly. We stayed in the lower deck, as my mother didn’t have much money. Even meals were scheduled at different times for each class of wealth. I remember being served liver, of all things! What young boy likes to eat liver? (said with a smile). We were never treated poorly – but knew our standing to the other classes of people. I remember that we had to share a small room with another couple. But I was mostly roaming the boat as any adventurous six-year-old boy would.

☛

pg. 6 pg. 7

I N T E R V I E W W I T H B O B J E N S E N

P A S S E N G E R O N T H E D U T C H E S S O F Y O R K

In our quest to learn more about these courageous men and women who migrated from Denmark to Quebec Canada in the early 1900’s – we came across one of the original Danish emigrants, Bob Jensen. Now, at a young eighty years old, his memory of the trip and what came after is as vivid as it was when he was only six years old

and made the journey to a new land with his parents.

pg. 8 pg. 9

How long was the trip and what was your

emotion during that time?

The entire trip lasted roughly one week, give or take. I remember there being a horrific storm for about three days of it. The ship tossed and turned in incredible waves. They had to close the deck and cage a lot of the areas around the ship. Even the dining tables were fenced to prevent people from flying around the cabin. I was lucky to be one of the few who remained free from sea-sickness. This gave me so much freedom as a boy – because my mother, like so many people, were confined to their rooms because they felt so ill.

Do you remember any of your time in

Denmark when you were young?

I remember a long walk to Granny’s farm! After arriving in Denmark the first time – we had run out of money. My father was still in Canada, so my mother did this all on her own with a small child. I am still impressed to this day about the strength she had. We carried everything in a wagon from the ship to my grandmother’s house. I remember some details of granny’s house. How her kitchen was facing the backyard and had a pantry. The smell of Danish blue cheese – so strong! And roosters and chicks in the front of the farm. I remember a lot of farm land. But I was very young – and these little details were the ones that made impressions.

How did your first impression of Canada

compare to what you came from?

For one – we settled in Montreal which was a city. So this was very exciting for me at my age. I remember first living in the south region of Montreal, which was predominantly French. The French Canadians were very religious – Roman Catholics. We were Protestants and were not accepted because of our religious background. We were shrugged by our neighbors. And soon after, we moved to the northern region of Montreal, which was the English area, mostly Irish.

Did you meet other Danish immigrants and

form Danish communities once you settled in

Canada?

Danes, more so than almost any other culture, are notorious for assimilating into a new culture as opposed to developing small communities. This, I found to be very true. We would almost never run into

fellow Danes except at church. Because of this, I think we opened ourselves greatly to embrace our new life. Although, I do know there was one community of Danish immigrants who formed a rather large community in New Brunswick. There is a region there now known as New Denmark because of the Danes who settled there. It was a large potato industry.

How was it growing up in Canada? I

presume you like it, since you stayed there

until today?

I am so proud of being a Danish Canadian. My three children are also proud of their Danish heritage. I grew up watching my father work so hard and soon after his days in the restaurant business, he went back into engineering. He had a massively successful career, and was so well-respected because of the training he brought with him from Denmark to Canada. I eventually followed in his footsteps and would travel to the western part of Canada to work with him when I was in the early twenties. Canada is a large country, and I’ve had opportunities that have taken me from east to west with many stops along the way. The Canadian people are a very accepting people. It’s a lovely place to live. But my Danish roots are always with me. I ended up marrying a Danish woman whose family were also immigrants to Canada. We’re happy to be connected to both Canada and Denmark.

Walking on the street in Montreal

shortly after arriving.

pg. 8 pg. 9

Hans and a Danish cousin. On the ship to Canada.

Saying goodbye to Danish family.

Bob’s danish passport.

Certificate of canadian citizenship granted to Bob’s mother Emmy.

pg. 10 pg. 11

SS Duchess of York was a 20,021 ton ocean liner operated by the Canadian Pacific Steamship Company. Built in 1928 in Clydebank by the shipbuilders John Brown & Company, she was originally intended to be named SS Duchess of Cornwall. However agreement was reached with Red Funnel company to swap names with the latter’s paddle steamer Duchess of York, launched in 1896. She was sunk in 1943 off Spain after being damaged by long range

German bombers on the New York CIty to Bermuda route before returning to her

Turist immigration identification card

pg. 10 pg. 11

On the ship to Canada.

B R A N D v A L U E S

pg. 12 pg. 13

v I S I O N

w e e n v i s i o n a s t o r y t h a t h a s n o e n d i n g . a f u t u r e t h a t p a y s

h o m a g e t o t h e p a s t . a n d a p r e s e n t t h a t d e v e l o p s a n d i n n o v a t e s

o f f o f c o u r a g e , c u r i o s i t y a n d a v e n t u r o u s s e n s i b i l i t y .

Passion, Ambition, USP: (én side for sig selv)

FQ1924 offers a comprehen-sive line of men’s ready-to-wear and accessories in four seasonal collections per year, along with twelve monthly, color-coordi-nated capsules. With two labels to suit a man’s every need – the ‘1924’ line delivers casual, sporty clothing with a collegiate theme running through its core, while the ‘Avenue’ line speaks to the urban sophisticate. So deeply rooted in truthfulness and herit-age – FQ1924 provides fashion so uniquely authentic – history is both being relived and made at the same time.

USP:With twelve color-coordinated monthly capsules, we are trading true value for money.

P A S S I O N . A m B I T I O N . U S P

FQ1924 offers a comprehensive line of men’s ready-to-wear and accessories in four seasonal collections per year, along with twelve monthly, color-coordinated capsules. With two labels to

suit a man’s every need – the ‘1924’ line delivers casual, sporty clothing with a collegiate theme running through its core, while the ‘Avenue’ line speaks to the urban sophisticate. So deeply

rooted in truthfulness and heritage – FQ1924 provides fashion so uniquely authentic – history is both being relived and made at the same time. USP: With twelve color-coordinated monthly capsules, we

are trading true value for money.

‘ W E A B O v E ‘ I ’ An approach of

comradery. The belief that collaboration and cooperation amongst a team or community achieves greater results than the sum of its parts.

v I S I O n A r Y It is our passion

to continually push the boundaries for the extraordinary and to use imagination and invention as a course for continual advancement.

C u r I O u S

We have a thirst for knowledge and an open mind that provides us with endless opportunities. We strive for greatness and that only comes from a curiosity that drives our ambition.

B R A N D v A L U E S

pg. 12 pg. 13

m I S S I O N

i n s p i r e d b y t h e g r e a t p i o n e e r s o f d i s c o v e r y , i t i s o u r m i s s i o n t o

c r e a t e a b r a n d t h a t t e l l s a n e v e r -e n d i n g s t o r y o f c o u r a g e , c u r i o s i t y

a n d e x p l o r a t i o n .

B U S I N E S S P R O F I L E

We are loyal, consistent and commercial. This is our pledge to you. The future development of FQ1924 will be realized by:

A highly motivated and dedicated team.

Continuous development and innovation instilled in every collection.

Professional players in every level of the organization.

Creative and collaborative ideas to develop the brand image.

Motivation for top and bottom-line growth.

A competitive mindset.

Our commitment to our partners and the marketplace for a lasting future.

A C C E S S I B l E

Creativity happens when people are open to ideas and opinions. We make sure to always keep ‘the door open’ to each other, our community, our partners and customers – so that an exchange of ideas is respected and realized

C O u r A g E

Too often, people fear change and newness. it is our pledge to constantly push the boundaries and explore avenues untouched, unknown and unprompted

v E n T u r O u S

It is better to try and fail than to never try at all. We believe risks are an essential part of innovation and development. Without them, we remain stagnant and commonplace

The FQ1924 man has a curious mind and a conFidenT naTure. he enjoys a leisurely liFesTyle, Full oF sporT, recreaTion and Friends. he is connecTed socially and Tech savvy. buT mosT imporTanTly, he knows who he is. where he came From. and where he’s headed.

The evolution of life. No single period of time or era remains stagnant – rather it adapts,

develops, and grows. We believe it is important to understand the

evolution of men’s fashion throughout time – always honoring its impact,

contribution and heritage. All the while, bringing an element of

surprise, newness and innovation into the life of men’s fashion today.

D E S I G N P H I L O S O P H Y

T i m e - h o n o u r e d h e r i t a g e

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Q u a l i t y c r a f t s m a n s h i p

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A u t h e n t i c d e t a i l s

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R i c h t o n e s a n d c o l o u r s

−

D i s t i n c t i v e c h a r a c t e r i s t i C S

D E S I G N v A L U E S

pg. 16 pg. 17

I N S P I R A T I O N

D E S I G N H I S T O R Y

The 1920’s are a time-honored and influential moment in men’s fashion. It was the era of modernization with radical changes to men’s dress. Breaking down the social barriers between class distinctions, this decade materialized clothing that suited a man’s leisurely needs and distinguished the person less by what he wore and more by how he wore it.

By the end of WWI, the masses turned from everyday suiting to a youthful look that is still seen in menswear today. This youth movement put a high value on sports and leisure – creating a style more indicative of one’s lifestyle. Comfort also became an important factor in how men dressed with the introduction of the Oxford bags – a loose-fitting (baggy) form of trousers that originated to hide a man’s knickers, which were banned by the University of Oxford and Cambridge.

To expand on the European Ivy League generation of this time, North American men slowly adopted this campus style into the city streets and later the suburbs as a fashion style for all ages. V-Neck sweaters in Fair Isle knitting techniques created colorful patterns and gave room to the ever-famous bowtie. The Ivy-Leagues of New England -- Harvard, Princeton and Yale -- became a fashion trendsetter for men everywhere – with the introduction of three-button suit jackets, natural-shoulder sport coats, raccoon and polo coats, and

Harris Tweed and Norfolk jackets. Another iconic piece that originated from this decade was the gold-button blazer – an Ivy-League classic.

Every decade since has transformed and adapted this collegiate style to suit its modern-day time through new fits, designs and concepts. Most recently, the mix and match approach to style that is based on the idea that opposites attract has resulted in yet another adaptation of the campus style. Formal with active. Vintage with new. Designer with workwear.

Today, this style of fashion is known as Sportswear. Honoring many of the ‘old’ classics such as the polo and button down shirts, three button blazers, heavy knit and V-neck sweaters (to name a few) and adding to this distinctive style – khaki pants, denim and T-shirts.

It is no wonder a classic style will never die. It’s rooted in character. Passed down from family to family and generation to generation. It tells a story of the man behind the clothing – their leisure interests, their family and academic background, their casual and relaxed attitudes. Mostly, it speaks volume of the impact and power the 1920’s had on fashion ever since.

Frontiers of Quebec. 1924. What stories are made of.

D E S I G N v A L U E S

pg. 16 pg. 17

pg. 18 pg. 19

pg. 18 pg. 19

FQ1924’s AW2012 collection puts Preppy back on the

college campus (and beyond) in a line of casual sportswear

that walks the line between Harvard yard and café ‘les Deux

Magots.’ A leisurely lifestyle of sport and academia with

a contemporary mindset gives this collection a refined,

yet updated casual look and a Parisian accent without the

attitude. like a glass of cognac with a chaser of top-shelf

tequila. Blazers and button-downs that are right at home

in a library step out of the dusty shelves with a sleek fit

and contemporary silhouettes. graduates will appreciate the

nod to the rugby lover within, with stripes and bold prints

that bring out the inner sports fan, while bookworms will

find inspiration in the uniform structure, gold emblems,

oversized badges and schoolboy charm of heavy knits and

woven tweeds on a bright October day. This is where brain

meets brawn. Where college boy meets sophistication. Where

modern meets man. Frontiers of Quebec. 1924.

This is what stories are made of.

pg. 20 pg. 21

pg. 22 pg. 23

pg. 24 pg. 25

pg. 26 pg. 27

pg. 28 pg. 29

pg. 30 pg. 31

�Sports-inspire

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ortable

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Contempo

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4 pers.FQ_MG_4599-version2.jpg

pg. 34 pg. 35

pg. 38 pg. 39

pg. 40 pg. 41

FQ1924’S AW2012 COLLECTION PUTS PREPPY BACK ON THE COLLEGE CAmPUS (AND BEYOND) IN A LINE OF CASUAL SPORTSWEAR THAT WALKS THE LINEBETWEEN HARvARD YARD AND CAFé ‘LES DEUx mAGOTS.’ A LEISURELY LIFESTYLEOF SPORT AND ACADEmIA WITH A CONTEmPORARY mINDSET GIvES THIS COLLECTION A REFINED, YET UPDATED CASUAL LOOK AND A PARISIAN ACCENT WITHOUT THE ATTITUDE. LIKE A GLASS OF COGNAC WITH A CHASER OFTOP-SHELF TEQUILA . BLAzERS AND BUTTON-DOWNS THAT ARE RIGHT AT HOmE IN A LIBRARY STEP OUT OF THE DUSTY SHELvES WITH A SLEEK FIT ANDCONTEmPORARY SILHOUETTES. GRADUATES WILL APPRECIATE THE NOD TOTHE RUGBY LOvER WITHIN, WITH STRIPES AND BOLD PRINTS THAT BRINGOUT THE INNER SPORTS FAN, WHILE BOOKWORmS WILL FIND INSPIRATIONIN THE UNIFORm STRUCTURE, GOLD EmBLEmS, OvERSIzED BADGES ANDSCHOOLBOY CHARm OF HEAvY KNITS AND WOvEN TWEEDS ON A BRIGHTOCTOBER DAY. THIS IS WHERE BRAIN mEETS BRAWN. WHERE COLLEGE BOYmEETS SOPHISTICATION. WHERE mODERN mEETS mAN.

pg. 44 pg. 45

pg. 46 pg. 47

pg. 48 pg. 49

pg. 50 pg. 51

pg. 52 pg. 53

pg. 54 pg. 55

pg. 56 pg. 57

L O O K B O O K

M C M X X I VE M B A R Q U E

T A I L O R E D W I T H D E T A I L A N D Q U A L I T Y

2012

pg. 56 pg. 57

pg. 58 pg. 59

shirt: 2069-5237 knit: 3071-5071

pants: 7005-5141

shirt: 2060-5151 tee: 4029-5183 jacket: 1021-5045jeans: 6018-899

pg. 58 pg. 59

shirt: 2039-5222 tee: 4004-5185 jeans: 6000-911hat: 9009-5207

shirt: 2042-5108 blazer: 1001-5034pants: 7005-5141

shirt: 2008-5217

sweat: 5013-5180

pants: 7005-4151

shirt: 2008-4217

knit: 3029-5052

pants: 7012-5090

pg. 60 pg. 61

shirt: 2024-5154

knit: 3056-5027

jacket: 1026-5176

abb: 9004-5049

jeans: 6002-914

shirt: 2014-5158

knit: 3030-5032

jacket: 1020-5044

pants: 7005-5141

shirt: 2059-5132

jacket: 1011-5143

jeans: 6002-914

shirt: 2026-5126

sweat: 5001-5166

panta: 7005-4151

pg. 60 pg. 61

tee: 4017-5185

shirt: 2030-5230

pants: 7005-4151

shirt: 2007-5218

sweat: 5012-5167

pants: 7005-4151

tee: 4002-5183

shirt: 2064-5135

jeans: 6002-914

scarf: 9010-5061

shirt: 2065-5136

knit: 3046-5067

vest: 1019-5043

pants: 7012-5090

shirt: 2019-5156

tie: 9017-5242

jacket: 1006-5038

jeans: 6013-924

belt: 9015-5206

hat: 9015-5206

tee: 4024-5191

knit: 3062-5241

jeans: 6001-917

pg. 62 pg. 63

pg. 62 pg. 63

germany

Brandpool gmbh & co kg+49 698 299 33 90 [email protected]

russia

Fashion 2 Customer 11c+7 495 755 65 48

[email protected]

Denmark

* Head Office *

+45 7943 [email protected]

Sweden

+46 1748 38 [email protected]

Finland

OY Beunock AB+35 850 554 45 66

[email protected]

norway

+47 9089 [email protected]

Spain

La Casa Del Alcalde+34 933 019 360

[email protected]

Italy

Badii & Santini+39 06 502 [email protected]

uK

Brand National+44 795 724 74 11

[email protected]

France

Jmm agency +45 7943 3000

[email protected]

Hungary

xRed and Black point Ltd+36 76 898 044

[email protected]

Iceland

HLC Moda ehf+35 4660 [email protected]

Holland

Fancy Farmers Enterprises, Tt.+31 619 164 335

[email protected]

www.fq1924.com facebook.com/fq1924

C O N T A C T U S

RYG - BOG

RYG - BOG

FQ1924, Brandbook, 2012, menswear, male fashion

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