Mads Berg x Krimson Klover: Art Deco Design Meets Base Layer Style

One of the things that sets Krimson Klover apart is our collaborations with award-winning artists from around the world. It’s a dream to team up with this kind of talent to bring you unique styles you can’t find anywhere else.

Mads Berg, an illustrator based in Copenhagen, Denmark, first caught our eye with some prints he did for Vogue a few years ago. His modern pop art style and vintage graphics really resonate with the Krimson Klover aesthetic and are the perfect fit for our bold and sassy base layers.

With over 20 years of experience working with international brands and a knack for creating ski and winter-themed artwork, we knew we had to partner and bring Mads’ designs to you all. These illustrations speak to a very sophisticated style. The colors are amazing, and they have a European flair you’ll love.

When we approached Mads about a collaboration, it was clear our brand mission and values aligned with his.

“I love your ‘Live Boldly’ ethos,” shares Mads. “It’s a positive way of thinking about yourself and those around you, that makes it easier for you to be fully you, express yourself, and make an impact.”

Mads is such a dynamic artist—creating posters, brand illustrations, key visuals, editorial illustrations, cover art, posters, and murals. Characterized by a style which translates classic poster art into a modern and timeless look, his pared back environments provide an elegant simplicity that delivers a concise narrative message.

So how does this all go from an idea to a sketch to a base layer? We first presented Mads with a design board of current and vintage art we loved. While we included some other artists, a lot of those designs on our board were Mads Berg designs, because they just really spoke to us.

After discussing the inspo board, Mads came back to us with initial handmade pencil sketches. We then selected the designs we loved and Mads worked to turn them into full color digital renderings. One of the designs remained a pencil sketch as the final render.

“The inspiration behind my work for Krimson Klover’s Fall/Winter ‘24 Collection is relatable situations from the ski slopes, presented in clear colours and bold shapes,” says Mads. “These illustrations are an artistic expression that mixes sophistication and playfulness—graphically fulfilled in a timeless modern deco style.”

With any of our partnerships, there’s a shared vision and values, enthusiastic feedback, a fun and positive mindset, and a lot of excitement that we’re creating something for our customers that’s really special and one-of-a-kind.

While it might seem like “just a base layer”, we often hear how our products help women like you feel more confident and empowered to pursue your passions.

“Just like a strong statement can empower the person wearing e.g. a shirt, I believe a graphically striking and relatable image on a piece of apparel can entail self-confidence and wellbeing for the person wearing it,” shares Mads.

We all love putting something on that really makes us feel good. Our fits are flattering, our fabrics are comfortable, and our prints are true pieces of art created by talented artists. When we feel good, we feel that we are ready to take on the world. And why not do it in style?