Utility 3.0

Utility 3.0:
The Rebel

A clothing project by april.

Designed in Copenhagen,
Produced in Seoul. Launching Fall/Winter 2023.

The Collection

The fabrics used are a mix of Nylon, Cotton & Polyester. We wanted a light and wearable fabric that still had texture.The most sustainable way to create is to make clothing that lasts and can be used over many seasons, durable clothes made for the everyday life.For this third launch, we wanted a fit that works perfectly for indoors & outdoors, while keeping the April essential: the pockets, the movability, the durability, and our clean design expression. This collection was inspired by the 90's Baseball & Football culture in the US.This collection is set to launch Fall/Winter of 2023.

Background

April Utility Clothing was created as part of the April brand Family, including April Coffee Roasters, April Media & April Utility Clothing. The group was founded by Patrik Rolf in 2016 in Copenhagen, Denmark.After years of roasting coffee, Patrik Rolf asked himself what he could do to provide the team with workwear clothing in the roastery. It's an environment that requires clothing that is durable and most of all functional. With that in mind, it was also crucial that the design would represent April's aesthetics. Initially, he collaborated with clothing brands, but soon realised there was an opportunity to design and produce their own clothing and be as creative as possible.

april Utility is about creating clothing to explore life in.
Made for the creators, craftsmen, and rebels of the world. Each piece is produced in a limited amount.