CMMN SWDN is designed by husband and wife duo Saif Bakir and Emma Bakir Hedlund, who first met in 2004 whilst studying at Central Saint Martins and London College of Fashion.
They both have a profound experience from the fashion industry, having worked at a series of renowned fashion houses, most recently for Kanye West in Paris where the duo worked side by side as Head of Design.
With an aesthetic inspired by their diverse backgrounds and design disciplines there is a constant play on contrasting elements and the use of unexpected pairings: masculine and feminine, textured and fluid, structured and deconstructed with each piece offering a balance of opposing elements that caters for the self-confident individual who is not trend cautious but aspire to be conspicuous.
CMMN SWDN was launched in 2012 in Malmö, Sweden’s multicultural and creative hot spot. They were awarded Elle magazine's prestigious Best Newcomer Award in 2013. The duo has since set up a design studio in East London and was amongst one of the recipients of the British Fashion Council's NEWGEN Award.
The designers considered approach and sense of realness has won them success amongst leading retailers worldwide and currently showcase their collections during Paris Men’s Fashion Week.