For AW25, Stockholm Surfboard Club revels in creative director Manne Haglund Glad's ethos of favouring lived-in garments – threadbare tees, sun-faded prints, and perfectly distressed denim
For autumn/winter '25, Stockholm Surfboard Club favours garments that are worn; that beloved pair of jeans that’s never been washed, your grandpa’s workwear jacket, a threadbare T-shirt that’s nearly given up entirely. It’s an ethos that creative director Manne Haglund Glad adopts in his own day-to-day. “If I buy a new pair of shoes, the first thing I do is walk on them,” he says. It’s an aesthetic he grew up around; his father was a carpenter, wearing the sort of utilitarian non-fashion that permeates the SSC aesthetic. “The way that their style is wearing and tearing – there’s a connection to surf,” he says. “A lot of surfers put on the cleanest dirty T-shirt.”
While that well-worn straight-from-the-worksite approach is most literally found in a perfectly distressed, yellowing chore jacket and matching bootcut jeans, it’s a notion also applied to more basic jersey pieces. “The logo and jersey pieces get forgotten sometimes because it’s so easy – it’s like merch,” says Glad. “So we tried to give that a little bit more love.” Not only were the qualities of the hoodies and T-shirts reexamined, so too were the print techniques, which found screen-prints cracked and sun-faded. Speaking of prints, SSC’s tongue-in-cheek approach is on full display, with T-shirts that boast slogans like “Beach Bitch” and “I surfed once”. Elsewhere, a recurring hibiscus flower, which Glad describes as “the anthem of surf graphics”.
There’s one programme that Glad is particularly proud of: the denim. While SSC has become known for its bootcut trousers, this marks the first time the brand really nails its jeans; a surf culture staple that fits neatly into the offering. “We’ve tried to get this good quality for quite some time,” says Glad, noting that the jeans are produced in Italy. “We’re really happy with how it turned out.” In the mix is a carry-over bootcut – the brand’s signature silhouette – a relaxed fit and that aforementioned take on a workwear trouser with some “fun pocketing”.
Given that SSC has been at the forefront of the bootcut revival, I ask Glad what he thinks of Kendrick Lamar’s Celine bootcut jeans at the Super Bowl. He laughs and tells me that a picture of the jeans hit the SSC group chat first thing this morning with the cheeky message “Kendrick wore our first pair of jeans”.
See the full Stockholm Surfboard Club AW25 collection below:
