With a new inspiration founded in the N.Y. hip hop scene SOFIFI is entering the summer season of 2011 with a more fluid and earthy look.

SS11 Mesmerize is definitely more casual than my earlier collections with a stronger focus on fluidity, mobility and earthy colours. I had in mind a strong and sensual hip-hop dancer while creating these pieces. I guess that’s why I ended up in letting a part of the collection being represented as unisex pieces. The colours are set to a black base with strong earthy tones in brown, terracotta and sand, which match perfectly to the diversity of materials I have chosen for this collection. Says Sofie Brattberg the designer behind the brand SOFIFI.

Mesmerize SS11 expresses a great deal of playfulness in its design and choice of material. Many of the pieces in the collection breathe pure sensuality. But overall the collection transmits a certain solidness and simplicity, that can be found in the unisex oversized Jay cardigan, being the tone setter for this earthy hip-hop collection.