Asger Juel Larsen

Europe finalist prepares for 2014/15 International Woolmark Prize menswear final

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After presenting an outfit made from snow white Merino fur representing a human sheep at the Europe regional awards, Asger Juel Larsen has taken this concept even further as he readies himself for the inaugural International Woolmark Prize menswear final.


Modernising tradition is something which has been at the forefront of design for Asger Juel Larsen. The Danish designer, whose eponymous label will represent Europe at the menswear final of the International Woolmark Prize in London, has created a capsule collection which looks at the traditional values and benefits of using fine Merino wool and then casting an eye to the future to ensure something different and exciting is created.

Triumphant at the 2014 Europe regional awards with his snow white Merino fur, Larsen has further extended this concept whilst encapsulating his signature elements of sportswear and tailoring.

“The idea has been to use Merino wool in the most authentic way possible considering the purity and wildness of the sheep,” explains Larsen.

“No doubt I wanted to create something that stands out, but at the same time being aware that each garment might be retailed later on, so the focus has been to really work with the fabric, colour development and the supplier to create something special.”  

Asger Juel Larsen

Entrenched in the Asger Juel Larsen DNA is an ongoing search for new material and textures as well as digital print, creating menswear that tests society, encourages confidence and questions the difference between strength and vulnerability. Asger Juel Larsen has a dark jungle of ideas that pushes menswear into what his brand describes as ‘psychotic sophistication’.

Competing against Sise (Asia), STRATEAS.CARLUCCI (Australia), The Emperor 1688 (India & Middle East) and PUBLIC SCHOOL (USA), Asger Juel Larsen will present his Merino wool capsule collection to a panel of fashion industry heavyweights on day one of London Collections: Men. At stake is the chance to win AU$100,000 to assist in fabric sourcing and marketing his collection along with the opportunity to be stocked in the most important retailers of the world.

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