The Bite Magazine - Spring/Summer 2023 - Issue 33

bitefashion most a year before the war ended, Hanna's brother August perished at sea when a German torpedo hit his fishing boat 'Västkusten' and another boat from Ōckerö. That winter, Julius fell ill with jaundice, suc- cumbing to the illness in October 1945. Hanna kept the company going with the help of her son-in-law, Bernt. In 1947, Didriksons purchased one of the first ma- chines for welding seams in clothing, breathing new life into the rainwear market. In the 1960s and 1970s, they searched the world for new materials. After Mao Tse Tung’s trade embargo was lifted in 1971, the com- pany was ready to do business in China. With 300 em- ployees, its factory in Portugal, new materials coming onto the market and welding machines giving way to tape machines, Didriksons soon struggled to remain independent. They were acquired by a larger group and gradually pushed aside. Each item apart from the children’s rain suits was given a new name, and it seemed unlikely Didriksons would survive its 85th birthday. However, Sören Andreasson, who had managed other brands in the same group, saw how it was being neglected. He believed in the Didriksons brand and its traditions, and like its former founders, he saw the need for functional, watertight and durable clothes, so he bought Didrik- sons from New Wave. Its first order for 4,000 rain suits came from Iceland, over 1,000 kilometres north of Grundsund. Didriksons’ waterproof clothing became warmer thanks to its lining and breathable material, protecting the wearer against the cold, wind, snow, and rain. Turnover increased, al- most doubling each year, and the brand name sewed into clothing worldwide. Styles such as the 3-in-1 Ju- lius Jacket Sören discovered at the Canton Trade Fair were modified and became the jewel in the crown for its 90th anniversary. This season, the women’s outerwear includes the Alvi- na Coat in Clay Beige or Dark Night Blue, designed for the well-dressed woman looking for an extraordinary piece. It has a shiny tone with stitches in contrasting colours and luxurious trench coat details. The slit cen- tre back allows comfortable movement and is complet- ed with an adjustable belt and sleeves, two outer side pockets with buttons and one inner pocket. The silhou- ette is shaped and slightly tapered at the waist. Try the lightweight Elna Jacket in Desert Pink or Clay Beige made from recycled polyamide for strolling around town with protection from the drizzle. It has a drawstring at the elbow to adjust the width and length of the sleeve, dropped shoulders, a fixed hood and a button closing at the front with two pockets. Isabella in Desert Pink, Black or Clay Beige is a lightweight hybrid parka made from ripstop fabric with a sporty yet casual look and features a loose yoke that challenges stand- ard hybrid parka designs. Fully windproof and waterproof, the long-length Sonja Parka in Dusty Olive, White Foam, Dark Night Blue, Horizon Blue or Lark Beige is for women who want a feminine silhouette. It’s designed with a raised waist- line and adjustable hood, a box pleat on the back for lovely draping and a matte surface. It also has two outer zipped sides and two inner pockets, one with a zipper and the other with a button. The silhouette is narrower at the top and broader further down. In beautiful Mistel Green, Black, Dark Night Blue or Dusty Lilac hues, the Nadja Parka is a long coat made from polyester designed to protect the wearer from