OJARDORF Files: An Interview With Oscar Jardorf
Oscar Jardorf is an emerging designer with roots in Copenhagen and a passion for accessibility and authenticity through design. His eponymously named label, OJARDORF FILES, is a beautiful relation of wardrobe essentials sure to inspire the growth of his customers' personal style while conveying a sense of practicality and reverence of history. We sat down with the independent designer to talk about his brand's conception, his journey and thoughts on the contemporary state of fashion.
Name: Oscar Jardorf
Age: 25
Location: Copenhagen - New York
Occupation: Creative Director at OJARDORF FILES
Favorite Stores: Secret vintage stores in Tokyo, not allowed to specify.
What is your background, and what was the genesis for your brand, OJARDORF?
“The development of the brand was quite a coincidence. It all started when I just made a hoodie for personal use without even considering to make a brand. The interest was surprisingly high, so I decided to make a few of them. I released three batches of hoodies within few months via my personal Instagram and it sold out instantly. I started to assemble and combine some vintage garments that I had collected over the years, including the Fur Jacket, Super Soft Hoodie, and a Sherpa Hoodie. I found a manufacturer who could re-create my first samples as an actual production so people could get the same experience of wear as I experienced first when I made the first samples.”
How did your foray into fashion begin?
“I always paid attention to what I was wearing since when I was very little. I always had the demand for myself to make sure every piece of clothes I was wearing was matching which affected my creativity and way of designing.
My family has always been into art and classic interior design, so my granddad always brought me to art galleries, museums, and contemporary exhibitions. I learned to appreciate art and great designing from a very young age who gave me tools to always think ‘design’. Furthermore, I always been creative and found it super interesting to draw and later on play around in tools like Photoshop to ‘design’ whatever I found interesting, not necessarily clothes at that time.”
To whom and where do you look for references or creative inspiration?
“I usually source my references psychically and online from vintage garments, I especially have a ‘weak spot’ for authentic USMC Vietnam War garments. I appreciate the hunt and uniqueness of vintage, nothing feels better than finding the hidden “gem” which is really hard now days considered the vintage/upcycling trend…”
How do you want your customers to feel when they purchase/wear your clothes?
”First of all, I want my customers to feel like they buy a long-lasting quality product for a fair price point. I want you to get the feeling of “value for money”, and even more. We always strive to improve quality and design without raising prices. Secondly, I want my customers to get that authentic vintage well-created feel combined with the satisfaction of a well-designed piece.”
How would you describe the theme of your next collection?
”Since the start of the brand, in 2016, I finally feel like the brand found it’s personal identity. The theme gonna be all OJARDORF FILES. We are going to shoot the collection in my good friend’s studio, August Hugo, who has been creative consulting from the start. We are shooting one of our previous models, who has achieved great success in the model industry and always been apart of the OJARDORF FILES family as well.”
What are your thoughts on the current state of men's fashion?
”I think the current state of men’s fashion makes it possible to do whatever you want. There are so many great brands, who all partake in different kind of trends but all doing well in their own way. I think it makes your brand find it’s own path without following some kind of particular trend.”
How would you describe the fashion landscape in your native city?
”The fashion scene in Copenhagen is small but kinda cool. It’s affected by a few people, stores and magazines. It’s a very small city so everyone knows everyone, unlike New York, which has so many different scenes of fashion that makes it easier to express your personal style and identity.”
What are some of your wardrobe staples, or pieces you tend to wear most on a daily basis?
”During fall and winter, I always wear the latest OJARDORF Military Fur Jacket. I think it’s super easy and comfortable to wear as an everyday jacket. Unintentionally my outfit always consists of a military-related piece. At the moment, my go-to boot the 2011 Decarnin for Balmain Ranger Boot.”
Do you hold any other passions outside the realm of fashion?
”Believe it or not, I love to surf and play beach volleyball (2v2 obviously) and soccer. I generally love to be active, especially during the summer.”
What are some of your potential plans for 2019 going into 2020?
”Our plan is to keep moving forward. The Fall/Winter 2019 collection is going to release in October, so we are thrilled to show you guys what we have been cooking. Personally, I am very proud of this collection, as I think it feels very authentic and true to identity as described earlier. Besides the main collection, we are also releasing a collaboration with my good friend, Ken Iijima who recently launched his own brand.
Furthermore, stores around the world are starting to show interest, even though we prefer to sell directly to our customers to maintain the price level. In case we decide to collaborate with stores, we want to keep the prices fair - a key concept of the brand.”