Sergei Sviatchenko has long been an institution of design in Denmark but the artist is attempting to take his aesthetic international with an apparel collaboration.

Sviatchenko, long known for his collages that explore collectively recognisable imagery, launched a fashion-focused photography project in 2009 called Close Up and Private which has evolved over the years and culminates now as a purchasable collection.

The series, Private Classicist, draws on a carefully curated mix of heritage brands and specialist craftsmen to create a solid range of classic menswear that verges on pushing the boundaries of current minimalist fashion trends.

The style is based heavily upon Close Up and Private’s 2010 document Etiquette for the Modern Classicist (a loosely compiled list of scrupulous style cues for gentlemen) which lists concise fashion, art and life choices ranging from ‘always consider a well-fitting navy blazer with gold buttons’ to ‘be a gentleman towards women’.

In classicist style, the range so far only involves ties and belts (thanks to collaboration with Danish company Danslips and LeatherProjects respectively) but considering Sergei’s apparent love for Oxford shirts, loafers and Ray Ban sunglasses, it wouldn’t be surprising if he is already looking for specialists of other apparel to pull into the Private Classicist brand.

Finn Houlihan

More Sergei Sviatchenko

Lookbook: Sergei Sviatchenko X Jack & Jones
Interview: Sergei Sviatchenko
For Light and Memory by Sergei Sviatchenko