1A J O U R N A L O F E C C O A N D S C A N D I N A V I A N C U L T U R E

THE STORY OF A SHOE

BEHIND THE SCENES OF AN ICELANDIC PHOTOSHOOT

OUR DESIGNER'S CRAFT OUTSIDE ECCO

AUTUMN // WINTER 2014

No3

CLAUS MEYER: NORDIC CUISINE

THE HANDCRAFTED WORLD OF RASMUS GJESING

There is something about shoes, as the most personal

of our human vehicles, that is essential to who we are

and how we feel.

As shoemakers, we think almost as much about life

as we do about shoes. Which is why we've been

combining photos of shoes with thoughts, observations

and interviews to share what's on our mind and in our

lives here at ECCO.

Inside this issue, you'll find interviews with our designers,

along with a piece on Claus Meyer, the maverick

behind The New Nordic Cuisine movement. We show

you around our beautiful campus in Tønder, including

our new ECCO Conference hotel. We'll tell you why

we like Iceland so much and touch on many other

topics, from our favourite Danish bicycle maker to trail

running tips from our outdoor division.

We think the more you know about us at ECCO, the

more we share about our lives; maybe the more you'll

enjoy our shoes.

T O

U N D E R S T A N D

A N O T H E R

P E R S O N ,

W A L K A M I L E

I N T H E I R

S H O E S

Welcome to our world.

We’re passionate about what we do and we’re

curious about the work of others. For us, this

magazine is a chance to observe, explore and

share. We hope it’s as enjoyable for you to read

as it was for us to create.

6 BYE BYE COMPROMISE

10 LEATHER GOODS BY DESIGN

12 SCANDINAVIAN DESIGNED BAGS

14 RETRO FOCUS

16 IN & OUT

22 THE MIND OF BJARNE

24 FROM COW TO SHOE

26 HYGGE

30 LEATHER GOODS

32 THE ECCO CAMPUS

36 AT THE EDGE OF THE WORLD

40 ECCO ULTERRA

42 TRAIL RUN 101

44 TURN UP THE FUN

52 SCANDINAVIAN FAVOURITES

54 THE CRAFT OF RASMUS GJESING

58 CLAUS MEYER AND NORDIC CUISINE

63 IN RETROSPECT

66 WHERE TO FIND US

R O L L I N G F I E L D S , FA R M

A N I M A L S , W I N D T U R B I N E S

A N D A G I A N T F O O T.

W E L C O M E T O T H E E C C O

CA M P U S I N T Ø N D E R .

p . 3 2

To learn more about ECCO

check out ecco.com

AUTUMN // WINTER 2014

6 7

AUTUMN // WINTER 2014 BYE BYE COMPROMISE

Our Sculptured and Dress Comfort Collections combine

stunning fashion with advanced comfort technology, so

women can look and feel wonderful. All day. Every day.

Bye bye

compromise

8 9

AUTUMN // WINTER 2014

In formed by fashion.Inspired by l i fe .

The ECCO Dress Comfor t Col lect ion

Offices may have cubicles, but life does not. In

one day, a woman might walk her child to school,

commute to the office, rush across town for a

meeting, slip out for a yoga class and so on. The

possibilities are endless and often hectic. With a

woman’s life in mind, we created our Dress Comfort

Collection, so they can have one less thing on their

minds (uncomfortable shoes). We took our most

advanced comfort technology and created a

range of beautiful, walkable shoes for all times and

places. For work and leisure and everything that

happens in between.

11:15am

prepare fo

r

meeting

4:00pm cpffee with Jenna

8:00pm Get ready for autumn

art show

7:00am walk Peter

to school

10 11

Leather Goods by Design

LEATHER GOODSAUTUMN // WINTER 2014

M E E T J O N A S O L S S O N

Jonas Olsson is a Scandinavian-born

designer dedicated to strengthening and

further developing the design language as

a lead designer of ECCO Leather Goods.

Having discovered his passion through

painting graffiti, his greatest inspirations

come from museums, architecture, travel

and meeting people. Educated at the

Nordic Design School, Jonas has a solid

background in pattern making and sewing

and has designed accessory collections for

several notable Scandinavian brands.

Can you tell us about ECCO’s perspective on leather

design? What makes ECCO’s design approach and/or

process different?

The biggest difference is that we develop our own

leathers and produce them in our own tanneries. This

allows us to start the design process together with the

leather designers and develop specific leathers for

the different bag ranges. It’s a huge advantage for a

designer like myself!

How is this expressed in the AW14 collection? Can you

describe the collection for us?

To describe the total look of the collection in just

a few quick words, I would say: Scandinavian,

smart, minimalistic.

Some of the bags look nice and clean as a first

impression, but when you take the bag in your hands

and look closer you can see all the smart, small details,

like the adjustability of straps, the well-organised inner

compartments, and the pockets.

The ECCO Sculptured Bag Collection looks pretty

remarkable; can you tell us about it?

Here I have played with shapes that change when you

carry the bags. When the hobo bag is empty and you lay

it on the table, it will be totally flat and rectangular, like an

A3 paper, but when you pack it and carry it, it will have

a more pyramid-like shape, which is really nice. It’s about

versatility and having the bag work for your everyday.

Having it look good, no matter what you put in it.

In what ways does the Leather Goods Collection relate

to the ECCO Sculptured Shoe Collection?

They relate in three very important ways: in simplicity, in

shapes and in leathers.

Can you talk about your hardware choices?

The choice of the hardware is very minimalistic. We are

working with a very characteristic dark finishing on the

metal hardware called Matt Gun finish that creates a

really nice look together with the smooth leather.

In just a few words, how would you describe the ECCO

Sculptured Collection?

Scandinavian. Smart. Minimalistic… Less is more!

12 13

AUTUMN // WINTER 2014

S C A N D I N A V I A N

D E S I G N E D B A G S

Our design process begins with the leather

itself and extends to every detail. From the

placement of a pocket, to the way a strap

feels over your shoulder, to the perfect

clasp. Like our ECCO Dress Comfort Shoe

Collection, this collection has your busy life

in mind. The perfect bag for every occasion

when you are on the go.

We believe that form follows function. For us, style

does not come from decoration, but from purposeful

elements. Texture, shape, colour, structure, and a

design’s capacity to express the individual.

We use exceptional materials crafted for enduring

function. We believe simplicity is not just a design

principle, but also a user benefit. Our Dress Comfort

bags are organised to make the complications of life

simpler and more relaxed.

LEATHER GOODS

14 15

Tell us about the CS14 sneaker.

We took a classic sneaker and reinterpreted it. It's a

mixture of vintage and modern. Some styles combine

rough camel leather with slick nylon. Some colours feel

vintage. Others were inspired by today's street culture.

The shoes match a retro look on the outside with

advanced ECCO comfort features on the inside.

Sixty Seconds with ECCO Lead Designer Niki Tæstensen on CS14

NIKI TÆSTENSEN ECCO Lead Designer

Can you tell us more about those “advanced

comfort features”?

The shoe is made using direct injection, a

technology platform we pioneered. Direct

injection helps the shoe fit more closely to the

foot. It lets us combine lightweight flexibility

with durable cushioning properties. The two-

component outsole makes the shoe even

suppler. CS14 doesn’t only look good; it also

feels good.

Who is the shoe for?

In keeping with the tradition of the classic

sneaker, we are creating CS14 shoes for

everyone: for women, for men and for

children. The women’s version has touches

that make it just a bit more feminine. The

men's version is designed with a slightly

rougher look.

Can you describe the CS14 shoe in

one phrase?

Classic with a twist.

Do you have a favourite colour?

Burgundy for ladies. Black and white for men.

16 17

AUTUMN // WINTER 2014

13

I N&

O U T B U S I N E S S I S J U S T A N O T H E R P L A C E T O E X P R E S S Y O U R S T Y L E

CASUAL can lean profess ional . PROFESSIONAL can lean casual .

In the moder n wor ld , there are NO LONGER LIMITS to the fash ion of wor k .

&

18 19

AUTUMN // WINTER 2014AUTUMN // WINTER 2014

“TODAY, FORMAL IS A

CHOICE, NOT A RULE. IT ’S

AN OPPORTUNITY FOR MEN

TO RAISE THE LEVEL OF THEIR

FASHION GAME.”

IN & OUT

We see the formal category as a place to celebrate tradition and to reinterpret it with a fresh perspective.

Our collection mixes classic forms with new approaches to texture, colour and materials. The feel of every

shoe is light and athletic, designed to put you at ease and maximise your freedom of movement.

Sean Tindale,

Leader Brand & Campaign

Development

20 21

AUTUMN // WINTER 2014

WELCOME TO 2014. NO RULES NECESSARY. A man no longer has to wear a

tie, a suit, a hat or wingtips. With

freedom comes style. More than

ever, there are more opportunities

for men to express taste, mood

and attitude.

A NEW DEFINITION OF

THE SOLE. The job of the sole used to be

purely functional — to blend in,

to work and not be seen.

At ECCO, we celebrate the sole’s

form as well as its function. It is a

design and style opportunity.

IN & OUT

22 23

AUTUMN // WINTER 2014 THE MIND OF BJARNE

A M E E T I N G W I T H T H E M I N D O F B J A R N E

What role do you think design plays in

people’s lives today?

“Design is basically everywhere nowadays

and has become more and more important

for people. Everything is of course somehow

designed. However, I feel that the word

design has maybe been used too much. So,

if somebody asks me what I do for a living,

I reply that I work in the ‘development

department’ at ECCO.”

R E B E L . C O N N O I S S E U R .

A R T I S T . S H O E D E S I G N E R .In addition to his love of music and interior design,

Bjarne paints pictures, creates wall decoration, crafts

tables and even bicycles. He is especially fascinated

and inspired by old school, retro and really good quality

items. For example, furniture that was made from good

ECCO designer, Bjarne, always had an

interest in creative things. From his early

days as a carpenter, where he discovered

a joy for working with his hands, to his

short career as an interior designer,

where he developed an eye for beauty

and aesthetics, Bjarne is always growing

and evolving as a creative thinker.

And it was Bjarne’s strengths and

excitement as a designer that brought

him to ECCO, where he’s been for

nearly 20 years, working on both

Casual and Formal shoes, spending

the last 10 years supporting the

Men’s Division. BJARNE, ECCO Designer

quality wood in the ’30s & ’40s, instead of simply

veneered like today.

Asked about what influences him, Bjarne explained

that, “Nowadays, you can research and find a lot

on the Internet, but being out and seeing it live

and in 3D is much more important and impactful.

Basically, everything can be an inspiration. Sitting

in a café watching people walk by, good music or

interesting (music) videos.”

Bjarne joined the Open Circle (ECCO Leather) at

the Bread & Butter Fair this past January and has

worked together with other designers and artists: an

Italian hat designer, a Japanese tattoo artist and

a Portuguese shoe designer. “This was particularly

interesting and inspiring,” Bjarne notes.

If you could design a stage set for any band, who

would it be?

“The Danish band Volbeat. They are Elvis and

rock’n’roll inspired with a hint of heavy metal.

Although I’m not into heavy metal, I like them

a lot and think it would be cool to design a

stage for them.”

What’s your favourite ECCO shoe from this season's

collection?

“I like the ECCO Collin styles a lot. They are very

versatile, young and casual.”

24 25

FROM COW TO SHOEAUTUMN // WINTER 2014

F R O M C O W

T O S H O E

STEP 1 DE S IG N Ta k i n g i n s p i ra t i o n f ro m n a t u re , a r t , t e c h n o l o g y , f a s h i o n , s t re e t c u l t u re a n d o u r

o w n d a i l y l i v e s , w e d i s c u s s c o n c e p t s a n d c re a t e d e s i g n s . STEP 2 LE ATHE R We c ra f t t h e l e a t h e r

i n o n e o f o u r E C C O t a n n e r i e s , c h o o s i n g t h e t e x t u re , w e i g h t a n d c o l o u r t h a t f u l f i l l t h e d e s i g n e r ' s

v i s i o n . STEP 3 S O LE + UPPE R CO NS TRUCT IO N U s i n g h i g h l y a n a t o m i c a l l a s t s , w e b e g i n t h e p ro c e s s

o f c ra f t i n g t h e s o l e a n d u p p e r. STEP 4 UPPE R CO MPO NE NT CUT T ING H e re w e c u t t h e l e a t h e r ( o r

o t h e r m a t e r i a l ) i n t h e s h a p e s t h a t w i l l b r i n g t h e d e s i g n e r ’ s v i s i o n t o l i f e . STEP 5 ST I TCH ING T h e

l e a t h e r o r t e x t i l e i s s t i t c h e d c re a t i n g t h e c o m p l e t e d u p p e r. STEP 6 DIRE CT INJECT ION T h e f o o t b e d

a n d s o l e a re c re a t e d a n d d i re c t l y b o n d e d t o t h e u p p e r ( a s o p p o s e d t o t ra d i t i o n a l s h o e m a k i n g

i n w h i c h t h e s o l e i s g l u e d t o t h e u p p e r ) . T h i s m e t h o d m a ke s o u r s h o e s l a s t l o n g e r t h a n t ra d i t i o n a l

s h o e s . I t a l s o m a ke s t h e m l i g h t e r, m o re f l e x i b l e a n d b e t t e r f i t t i n g . STEP 7 F IN ISH ING E C C O

s h o e m a ke r s i n E C C O f a c t o r i e s c o m p l e t e e a c h s h o e b y h a n d , a d d i n g c o l o u r, s t i t c h i n g o r a n y o t h e r

f i n i s h i n g t o u c h e s . STEP 8 Q UAL I TY CO NTR O L S h o e s a re s u b j e c t e d t o a n a r ra y o f c h e c k s a n d t e s t s

t o e n s u re p e r f o r m a n c e , d u ra b i l i t y a n d q u a l i t y. FROM OUR HANDS TO YOUR FEET B y t h e t i m e

t h e s h o e re a c h e s i t s c u s t o m e r i t w i l l h a v e b e e n t o u c h e d b y t h e h a n d s o f 2 1 0 E C C O s h o e m a ke r s .

1 2

3 4 5

7 8

6

26 27

Danish culture is “hygge”, a concept closely related to “c

ozin

ess”

:

One

of t

he fu

ndamental aspects of

something to drink or creating a more friendly atmosphere by lighting a few c

andl

es.

rela

xing

with good friends or loved ones, of en while enjoying good food and

26

28

Some non-Danes confuse ‘hygge’ to mean the

superficial contentment brought on by things like

drinking warm chocolate drinks around a few

flickering tea lights. But, on the contrary, ‘hygge’

is really about kinship. It’s about the pleasant

acknowledgment of our shared human experience,

which can effortlessly bond the likes of hardened

sportsmen and genteel grandmothers with ease.

The chocolate’s just an added bonus.

A

D A Y

HYGGE

30 31

Made with beautiful handcrafted hardware, our accessories are an opportunity for us to focus on every detail of our

work, with functionality and ease at the forefront of our design. ECCO wallets are high-end works of craftsmanship with

every detail considered and perfected. ECCO belts are celebrations of leather and carefully selected metal hardware.

If you’re looking for a leather accessory to match your life, rest assured we have the perfect solution for you.

A C C E S S O R I E S F O R

E V E R Y O C C A S I O N

32 33

W E L C O M E T O

T H E E C C O C A M P U S

AUTUMN // WINTER 2014 THE ECCO CAMPUS

In the marshlands of Tønder, near

the Wadden Sea, guarded by

our herd of ferocious Shetland

ponies and marked by a giant

foot-shaped sculpture, you will

find our headquarters. Here,

we have everything we could

want (this is important, since the

nearest large city, Copenhagen,

is 318 kms. away). From an

indoor driving range to solar

panels to our own Scandinavian

ECCO Hotel photography by Adam MØrk

designed conference centre and

hotel featuring a mix of beautiful

woodwork, finished concrete and

leather elements created by our own

craftspeople. We are well equipped

to find creative inspiration, host friends

and enjoy nature.

I F Y O U ' R E E V E R I N S O U T H J U T L A N D ,

P L E A S E D R O P B Y !

34 35

AUTUMN // WINTER 2014 THE ECCO CAMPUS

1 Home to Denmark’s largest bronze

statue – it’s a foot, naturally. And

probably the only statue in the world

that is protected by ponies!

2 Our very own street… Don’t worry

though; anyone can use it if they like.

3 The home of our Chief Designer,

Ejnar Truelsen. Yes, our employees love

ECCO so much, they want to live here.

1

3

8

9

4, 5, 6, 7 All of the magic happens

here. This is where our ECCO family puts

in all their hard work, helping make

ECCO what it is today.

8 Our state-of-the-art hotel and

meeting facility (yes, we have our own

hotel!), built in 2013 for our 50-year

anniversary.

9 At ECCO, we care about the Earth

as much as we care about the foot.

Our solar panels help us to remain as

sustainable as possible.

2

4

7

5

6

36 37

AUTUMN // WINTER 2014 AT THE EDGE OF THE WORLD

B E H I N D T H E S C E N E S O F A N

I C E L A N D I C P H O T O S H O O T

38 39

W H Y W E L OV E T O T A K E O U R S H O E S T O I C E L A N D

Denmark is a beautiful country and an excellent place to hike, paddle and explore the outdoors. But

we do not have mountains. In fact, we barely have hills. Luckily we are only one short flight away from

Iceland. With its dramatic geothermal landscape, volcanoes and glaciers, it’s one big playground for

us. Its terrain is, in varying degrees, steep, wet, sharp, rugged, icy and wonderfully challenging. If a

boot or a shoe can function flawlessly here, it can thrive anywhere.

I C E L A N D I C FAC T S ( T O S H A R E A T PA R T I E S )

- Icelanders go midnight golfing (during the 24 hour midnight sun period).

- It’s the only place they make Brennivín, a very strong tasting liquor made from potatoes and caraway seeds.

- There are 20 active volcanoes, providing a major energy source and occasional danger.

- Population is 300,000 – slightly over half the number of people who live in Copenhagen.

- In 2010, erupting ash from Eyjafjallajökull halted European flights for days.

40 41

F E A T U R I N G

E C C O U L T E R R ARugged and extremely lightweight, the ECCO

ULTERRA is for year-round adventuring to pretty

much any destination, from mountain base camps

to up-and-coming urban neighbourhoods. Featuring

yak leather uppers and high-traction outsoles, it’s an

excellent boot for everywhere on earth.

AUTUMN // WINTER 2014 ECCO ULTERRA

42 43

TRA

IL R

UN

10

1

10

E

XP

ER

T T

RA

IL

RU

NN

ING

TIP

S

START SLOW AND SHORT

Trail running is a lot more challenging than

your average run on a road or treadmill. Build

your endurance by making sure you give your body

enough time for the more intense trail runs by starting

with shorter runs/slower runs.

BUDDY UP

It’s safer and much more fun to run in a

team. Just make sure you find a running

partner with equal ability before you hit the trails.

STAY HYDRATED

Make sure you bring enough water to drink

for your exhausting adventures. A camelpak

may be the easiest solution to provide enough

hydration during extended trail runs.

KEEP A STRAIGHT POSTURE

Running uphill can result in a

posture that leans forward. This

is far from ideal. Leave your lungs enough

space to operate by staying upright!

DON’T GET LOST IN THE ADVENTURE

When running in the wild, GPS may be a

really good idea. Make sure you always

keep track of where you’re headed.

CHOOSE CLOTHING THAT LETS

YOU MOVE FREELY

You will use your arms more to

propel and level yourself when running on

uneven terrains. Make sure your clothing

doesn’t restrict those essential movements!

COME PREPARED (RAIN, DROP

IN TEMPERATURE)

When you’re out in nature,

always plan for the unexpected,

especially on longer runs. Make sure you

bring a small wind/waterproof jacket

to prepare for rain or a sudden drop in

temperature.

LIGHT UP

You need to see where you

are heading – or you will

undoubtedly trip and put yourself in

danger of injury. We have incredibly long

and dark winters in Scandinavia – trust us,

a headlamp is a very good idea.

IT’S AN UPHILL BATTLE

There is nothing better than running uphill

for an intensive work out. Make sure you

spice up your training with the occasional uphill

sprint once you are used to trail running.

DON’T SETTLE FOR EASY

Once you are comfortable – up the

difficulty level. Challenge yourself

by selecting challenging terrains, increasing the

speed – or try the uphill battle tip. 

44

AUTUMN // WINTER 2014 TURN UP THE FUN

TURN UP THE FUN

Blissful comfort, diverse styles and action-friendly features make this collection a pleasure to wear.

Featuring innovations like our warm, aluminum-integrated inlay soles and lightweight direct-injected

construction, these shoes invite young people to live actively and spontaneously.

46 47

Bright. Colourful. Fun.

We take shoe making seriously.

But we do like to keep it light-hearted

when it comes to photo shoots.

XPEDITION KIDS

For the adventurous kid

Warm and waterproof

Breathable and flexible

50 51

W H Y A R E E C C O S H O E S S O

G O O D F O R Y O U R C H I L D ’ S F E E T ?

Shoes that enable feet to move naturally are

good for everyone, but especially for children. Not

only are kids’ feet growing, they're also ‘learning’

– learning how to respond to the ground, how

to walk efficiently and how to move athletically.

ECCO kids shoes integrate a range of features that

help young feet become ‘movement-literate’.

Our Freedom-Fit design fits snug in the heel and

roomy in the forefoot, allowing the toes to move

freely. Breathable materials combined with

aluminum-integrated inlay soles keep feet cool

during activity and warm in cold weather. Shock-

absorbing materials and grippy, multi-traction

outsoles enhance comfort and help prevent injury.

Lightweight construction and flexibility help our

shoes move like extensions of the foot.

TURN UP THE FUN

52 53

AUTUMN // WINTER 2014

2 Nordic Cuis ineFresh. Local. Healthy. Flavourful.

Nordic cuisine is inspired by regional

foods and guided by simplicity.

4 Wind Power TurbinesHarnessing the full potential of the

world around us by designing with

nature in mind.

5 B&O Play by

Bang & Olufsen BeoPlay H6.

Innovation based on observation.

Scandinavian design works with,

not against, life’s natural rhythm to

obtain the best results.

1 Rosendahl Copenhagen Smart , e legant des ign that’ s as

ef for t less as i t i s p ract ica l . A

s taple of S candinav ian des ign

va lues , c reat ing beauty out

of funct ion.

3 Arne Jacobsen, Fr i t z Hansen Functionalism. Design based on purpose. A

refreshingly simple, yet bold, idea that’s at the

core of Scandinavian design culture.

A S S C A N D I N A V I A N S ,

T H E S E A R E A F E W O F O U R

F A V O U R I T E T H I N G S . . .

SCANDINAVIAN FAVOURITES

P h o t o g r a p h y b y A n d e r s S c h ø n n e m a n n

AUTUMN // WINTER 2014 THE CRAFT OF RASMUS GJESING

T H E H A N D C R A F T E D

W O R L D o f

R A S M U S G J E S I N G

56 57

Founded in 1994 by Rasmus Gjesing, Cykelmageren

began as a quaint workshop in Nørrebro, Copenhagen,

a city with a strong history of supporting bike culture with

progressive city planning and infrastructure.

Rasmus created Cykelmageren in the face of the time’s

overwhelming purchase-and-throw away culture,

inspired by his training as a bicycle mechanic in the

1980s – when cycle building was considered a craft with

a quest for sustainability.

In its beginnings, Cykelmageren focused mostly on

repairing and refurbishing bicycles, however, Rasmus

As a child, Rasmus learned from his father that

he should experiment and try things out and he

consequently learned that he shouldn’t settle for the first

and easiest thing. He found out he could actually make

his own toys exactly how he thought they should be,

instead of accepting what he could buy in a toyshop.

And this early lesson has informed his adult life.

Rasmus Gjesing, Cykelmageren Founder

soon began building bicycles of his own design. He

wanted to break new ground by providing unique quality

products. And this has been the basic foundation that the

company’s concept is built on.

“Simplicity is the keyword!

For me, this means that things should simply look good and

not be over decorated. If you have to add unnecessary

bits and pieces like stripes or weird shapes that don’t make

sense or have any specific function, I think it’s because one

has not created a product that is good enough to stand

out on its own.

THE CRAFT OF RASMUS GJESING

Photography by Ted Fahn

I like to say that if you have a pretty Christmas tree,

you don’t need to decorate it. But if you have an ugly

Christmas tree, you can decorate it as much as you

want but it will still be ugly.”

Cykelmageren operates with the understanding that

we all live in the same world, and that every small

effort towards sustainability is a big help.

Bikes are a fantastic means of transportation, and the

production needs only minimal energy compared to

its function.

Asked about what inspires his bike designs,

Rasmus remarked:

“I also look up to many designers, including Michael

Maharam, whose company produces textiles that

have an amazingly exclusive expression; and Paul

Smith, for the wonderful little details he puts into his

clothing (like a surprisingly colourful lining inside an

otherwise discreet suit.) I love to give customers the

delightful surprise of finding these extra little details.”

All of Cykelmageren bikes start the same way: with

pencil and paper, and Rasmus’ pure imagination.

From Rasmus’ sketch, pipes are cut and adapted,

then soldered (or sometimes welded) together. Finally,

connectors and components are mounted, the bike is

sandblasted and everything is painted. From a dream

to a reality, ready to ride.

Cykelmageren designs and builds all of their frames

in their store in Kongensgade. All of the parts of

Cykelmageren prototypes are produced in either his

blacksmith’s workshop just north of Copenhagen, or

in a sheltered workshop in Copenhagen itself. Again,

a process created with an emphasis on sustainability,

and taking advantage of local producers.

I T I S M O S T L Y M Y D A I L Y

L I F E T H A T I S I N S P I R I N G

M E . I M A K E A L L D E S I G N S

M Y S E L F . T H E C U S T O M E R I S

O F C O U R S E I N M A N Y C A S E S

I N V O L V E D I N C R E A T I N G

T H E I R V E R Y O W N B I K E , B U T

I T O R I G I N A T E S F R O M T H E

T H I N G S T H A T I H A V E M A D E .

AUTUMN // WINTER 2014

A generation ago, if you were growing up in Denmark,

vegetables typically came from cans and meat from

tins. Today, our country has become a beacon for an

approach to food based on freshness and regionalism.

This evolution has been led by Claus Meyer.

To make the world a healthier, fairer, more delicious place.

HOW CLAUS MEYER IS USING NORDIC CUISINE

Photograph by Anders Schønnemann

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AUTUMN // WINTER 2014

As the leading champion of The New Nordic

Cuisine movement and co-founder of Noma

(named “The Best Restaurant In The World”

three years running) — Meyer advocates for

a creative approach to food that relies on

pure, fresh, local ingredients, a respect for

nature and a love of “terroir”. For Meyer, the

ideal dish is pleasurable, healthy,

interesting — and rooted to the local region

and season of the year. A typical Meyer’s

dish relies on items foraged by the chef

earlier in the same day.

Inspired by nature and guided by simplicity,

Meyer’s approach to food epitomizes the

values of Scandinavian design, including the

idea that it’s not just for the wealthy. Meyer

has always strived to make his culinary world

accessible outside the walls of high-end

restaurants. He leads a program to train

inmates in Danish jails to cook to the level of

the world's highest-rated restaurants. And his

Melting Pot Foundation uses culinary culture

to offer opportunities to disadvantaged

children and adults around the world. Meyer

sees food as a way to give individuals the

skills to lead more empowered lives, but that’s

only part of his motivation. He also shows us

how cuisine can help guide human beings

back to being in touch with the natural world.

As Scandinavian designers ourselves,

Meyers inspires us to see the full impact and

possibilities of our own work. He reminds us of

the importance of having “the capacity to

surprise your most demanding followers [and]

to be passionate about what you are doing.”

Photograph by Thomas Grøndahl

Photograph by L ine Thi t Klein

To learn more visit the websites below:

twitter.com/ClausMeyerDK

clausmeyer.dk/en/

tedxcopenhagen.dk/talk/unfolding-the-potential-of-indigenous-food-cultures/

62 63

IN RETROSPECT

E C C O ’ S C H I E F D E S I G N E R L O O K S B A C K A T

THE EARLY DAYS OF ECCO ADS

64 65

“The very first ECCO ad I saw was back in the late sixties,

years before I started to work for ECCO. And I was

impressed, because they were so different to others.

When I joined ECCO (in the early seventies) we hired

external photographers to shoot for our ads and

always worked together with art directors from different

agencies. But we were very much involved ourselves in

the creative process, and the aim was not be like the

others but to give it some kind of an edge.

To me, it meant that I was following the product

from its first sketch the whole way through the

system to the consumer, and that made a lot of

sense at that time. Always when you are developing

a new product, you have someone in mind that

it should fit to, and therefore by going along in

the process you can also take part in shaping the

campaign, to focus on the right people.

I like the ‘Loving Living’ campaign with the bears

and clouds a lot. Do not forget it is 25 years old

today, but I like the thinking behind it – and it was

very Scandinavian.”

–Ejnar Truelsen, ECCO Chief Designer.

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ecco.com

ECCO products are sold in more than 80 countries.

We are a family-owned company that insists on owning our own factories. We consider ourselves a

global family, with ECCO shoemakers and ECCO customers in all corners of the world.

A special thanks to our Scandinavian friends:

Rosendahl Copenhagen

Arne Jacobsen, Fritz Hansen

Claus Meyer

Bang & Olufsen

Rasmus Gjesing, Cykelmageren