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Stockholm 25 August 2020

Self cinema receives the first sfa new talent award powered by Boozt.Com at stockholm fashion week digital edition  

Stockholm Fashion Week digital edition has partnered with to highlight and reward emerging designers and brands with a unique design aesthetic as well as a sustainability commitment and a clear business strategy and -agenda.

Anthony Rock and Samuel Thomas, founders of Self Cinema, a new fashion brand focused on sustainable essentials, are however by no means new to the fashion industry. They met at Acne Studios where they connected around their passion for sustainability and decided to start their own brand; Self Cinema - a collection of clean cut and modern fashion essentials, designed and produced without compromise.

To us, design longevity means edgy as well as classic. We focus on what we know best; denim and jersey and we have also worked on some really great outerwear. It is important that materials and processes are better, as sustainable as possible”, says Samuel Thomas, Creative director of the brand.

The winner was elected by the unanimous SFA New Talent Award 2020 jury; Fashion journalist Emilia de Poret, H&M’s Creative advisor Margareta van den Bosch, Founder of Diemonde Angelo da Silveira, Head of design at Beckmans college of design Pär Engsheden. with team Trine Ronsbol and Evelyne Durhuus Dauberg.

Self Cinema is a brand that has a digital awareness alongside a clear sustainable profile. It is a brand showing great potential for the international market with a strong reference to the Swedish design narrative. For Self Cinema sustainability is a key factor when designing. Their innovative designs determine that choosing responsible fabrics does not mean that you have to leave fashion "at the door". Self Cinema has created a brand with a love for the garments combined with a love for responsible choices., says Evelyne Durhuus Dauberg, Buying Director at

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Naira Abdel Halim