In The Beginning
Founded in Stockholm in 1976, by two enthusiastic entrepreneurs; Mr Kenneth Andram and Mr Peter Wilton – Boomerang, a Scandinavian brand focused on premium quality casual clothes continues to grow from strength to strength. Piqués, cotton shirts, oxford shirts, cord and canvas trousers are the basis of which Boomerang’s success was founded – and today, these ‘basics’ are as strong as ever.
At the end of the 1980’s Boomerang opened their first store in Örebro, Sweden and today, the brand has distribution in 6 countries, with 25 privately-owned shops and more than 200 specially selected retailers. They have diversified from men’s clothing into women’s, a junior collection and in 2009 – Boomerang Home, an interior design collection where recycled garments were collected and utilised.
Roots and Detail
True to their Scandinavian roots, Boomerang is focused on keeping it simple. And, my personal favourite strategy, timeless style over passing trends. This philosophy is backed up by attention to detail, quality materials and meticulousness – a formula for success.
Spring Summer 2014
To get a flavour of the brand, take a look at their Spring Summer 2014 campaign with Oscar Spendrup entitled, “Archipelago Stories”. Shot by Kalle Gustafsson and Sara Bille in Sandhamn, Sweden it sums up the Boomerang operation with a wearable range, modern yet classic style and a selection of wardrobe staples.