Kids Fashion


Last week I received a parcel from 5PREVIEW, one of Alexander’s favourite brands. Today we feature the T-shirt he picked up straight away (maybe it’s because we have a cat?!! Who knows!?) and we interviewed Amanda, 5PREVIEW’s executive fashion assistant.

5PREVIEW is a clothing brand that caters for children and adults. Founded in 2008 by Swedish designer Emeli Martensson, it is one of Sweden’s coolest brands… Stylish unisex T-shirts, pants and sweaters in simple colours with fun tongue in cheek prints.

We interviewed Amanda to find out a little bit more about 5PREVIEW and their vision.


How would you describe your brand?

5PREVIEW creates ironic twists out of the ‘ordinary’. It has an innocent simplicity that is designed for the teenage rebel who has grown up. It is conscious and confident.

What lead you to working with fashion?

Emeli has always been very creative and into DIY. Her strengths lie in her illustrations which she began silk screen printing onto t.shirts. Before starting 5PREVIEW she was working at Miss Sixty in Italy as a graphic designer.

How do you define your own personal style?

Everyone at 5PREVIEW definitely has an easy going, wearable kind of style. Over sized tees, leggings, jeans and leather jackets are a common sight here at the office. We love an eclectic mix of new and old with quite a few vintage pieces in our wardrobes.

Who has been your biggest fashion influence?

5PREVIEW is often influenced by music, popular culture and the lives of everyday 20/30 somethings. Our women’s range has been influenced by everyone from The Rolling Stones to Patti Smith! Our prints are largely inspired by large fashion houses. We like to create parodies of their logos and we have been doing this for 5 years now!

What’s the biggest highlight of your career until now?

In 2008 when 5PREVIEW had just started we were featured in VOUGE on super model Claudia Schiffer!

What do you find most rewarding, and most challenging about your job?

The most rewarding part of the job is seeing people in the street wearing our clothing mixed with their own personal style. We love when people appreciate our work. The most challenging would probably be recreating ourselves each season to remain fresh and lovable.

What is your favorite item from your AW13 line?

We love the grungy tartan pieces of the collection but our favourites would have to be the two college jackets.

What do you like and dislike about the fashion industry?

We love the abundance of creativity, different points of view and endless new talent. We do not like the unethical treatment of factory workers, fur or the use of unhealthy models.

Miau Miau

Playing football

Cat T-shirt

Like a cat


Visit 5PREVIEW’s website here