John-Ruben Holtback.


L’HOMME ROUGE’s SS17 collection, “The Garden Group”, is inspired by the Swedish allmoge and gardening.

Describe your design in three words.
“Conscious, Playful and Poetic.”

What’s your style philosophy?
“We aim to challenge the conventional and conservative menswear norm, our style philosophy will always be in motion.”

Is there a symbol that would represent you?
“L’HOMME ROUGE means the red man and the red symbolizes the heart, its warmth and force.”

Where did the initial concept for your brand come from?
“We where a group of creatives who needed some kind of outburst for our creativity. There where lots of ideas on what to do but we realized that we always came back to art and fashion so we created a platform to combine these.”

What’s your label’s signature pieces?
“Definitely the hand painted shirts by our designer Jonatan Härngren, these are always captioning the stories of the collections in an interesting way.”

Going forward, what direction will the brand take?
“Only time can tell really, we’ve always been emphasizing on the collection concepts. I would like to develop this a lot further, explore the space.”

Who would you invite to your dream dinner party?
“Walter Van Beirendonck and Olafur Eliasson seems really cool and interesting so I’m thinking I’ll invite them and the rest of the guys of L’HOMME ROUGE plus a few good friends.”

Who are your style icons?
“My style icons are unknown people in the streets, it’s more interesting when you don’t know what they are really all about.”

What did you want to be when you were growing up?
“I’m still growing up!”

What do you consider your greatest achievement?
“Definitely assembling L’HOMME ROUGE, if you want to achieve things it’s a lot more fun and stimulating to be surrounded by great people.”

When were you happiest?
“Right now I’m very excited for the coming show and the opening of our first flagship store on Södermalm coming up.”

Which living person do you most admire, and why?
“When seeing what’s happening right now in the world I must say I admire the people doing all personal sacrifices, taking care of fellow human beings and really standing up for what is right.”

See L’HOMME ROUGE’s previous collection here.