Swedish clothing designer Alexandra Höjer started her eponymous label in 2006 when she moved to Cape Town. Her designs reflect her somewhat gentle rock n’ roll attitude to life, feminine and minimal but imbued with her singular personality. The layered wardrobe has a casual elegance that Alex describes as modern nostalgia.
The Alexandra Höjer Atelier is home to the brand housed in a beautiful old building on Cape Town’s popular Bree Street; the space, divided into shop and studio shares the creative process with clients through the industrial glass division that separates the two spaces. Alex herself is often in the Atelier engaging with customers or pinning an alteration that will make a garment fit exactly right. The choosing of fabrics is a purely tactile process; it starts with a touch of the fabric that translates into a feeling of what it could become. A soulful experience from start to finish. Garments are locally made to support Cape Town’s clothing industry and its wonderfully skilled crafts people. For her new venture with partner Barry Armitage, it is they who have inspired the Metro= Handmade tagline.
Alexandra Höjer & Barry Armitage launched METRO= in Cape Town in July 2017, a line of men’s clothing that represents a distillation of their evolved personal styles. At the core is a focus on practical, well cut, work-wear inspired garments made by their skilled in-house team. Denim features strongly along with other hardwearing natural fabrics which are complemented by semi tailored jackets, footwear and a luxurious line of hand dyed cashmere and silk-cotton scarves.
A focus on handmade, small production quantities of carefully crafted garments allows the brand to constantly evolve. Cut and construction techniques are continuously refined to produce real clothing for real men, crafted by real people from the mother city, Cape Town. METRO = REAL MEN. A step back to the real, the crafted, the soulful, the local. Back to the core of making.
Exclusively sold at the Alexandra Höjer Atelier at 156 Bree Street in Cape Town, the brand is expanding and from the 2 nd to the 5 th of August 2018 METRO= will be introduced to the real men of Johannesburg with a POP-UP shop at the Keys Art Mile in Rosebank.