The collection is inspired by the two fairytale characters Veruca and Charlie visiting Willy Wonka’s Chocolate factory.

The spoiled Veruca and her childish ladylike appearance is a complete opposite to the destitute look and worn rags of Charlie. During the fall winter 2010 Veruca and Charlie find each other and create a playful yet stylish collection with rough and melancholic elements.

The women’s line is based upon thirties female silhouettes with deep backs and wide sleeves with tight long cuffs, voluminous styles and drapings. Playful details such as an all over print with small squirrels and autumn trees, rich knitting, cute dresses and big shoulders in heavier materials create a dramatic fairytale sense.

The men’s line is classic and refers to thirties working class style with loose high-waist trousers and thick old-men’s cardigans. Amusing details such as animal and tree prints and accent colours like fuchsia, champagne and cloudberry lift the grey-spirited parts of the collection.

The baseline of the collection is made from organic cotton with eco-friendly lamb’s wool and heavier wool. Silk knitting contributes to the luxurious feeling and bamboo is carried over from previous seasons. New for this season is soybean protein fiber, which is a renewable plant protein fiber.