April 07, 2014


Talk about versatility, a man’s uniform should always make him comfortable both at and after work. Trust me, if you are going to wear the same thing every day, that uniform needs to work for you everywhere you go but with a dash of swag.

Bjorn Jannis Hoff show you how to pull it all off and turn your clothes into an essential part of your personal brand.
In my tiny bubble where everyone wears dreamy light colored oxford and bespoke shirts in pink, pale blue and white, paired with either navy, Nantucket red or khaki trousers, brogues, lace-ups and penny loafers, for Jannis Hoff, the man behind Swede label, SOSO, he does denim-on-denim without looking like someone spat him out of an N’Sync video in the 90’s or a cattle rancher from the Midwest. 
That, friends, is what we call confidence. Yes, without making your head do the exorcist-girl twirl, denim-on-denim can only be broken within the highest of style mastery.
If your closet is starting to look like Raggedy Anne sewed all her scrap fabrics together, don’t sweat it, the world is slowly getting dressed.
We all know Bangkok can be as bewildering as it is bewitching. What keeps you busy in all these beautiful chaos? The struggle to keep an SME business running, continuous development of our business and brand and caring for our customers.

Your personal style: Denim on denim on denim.
Denim swatches in four colors.
How did your love for denim start? Denim is for me a personal fabric. It fades and ages differently from person to person. The first thing I did every morning was to throw on a pair of jeans in hope to start the day with fading these jeans.

If we go through your closet and your bag, what would we find a lot of? Who inspires your personal style? Well, nowadays what I have mostly in my closet is of course jeans and denim shirts. Always though keep a white, black or grey plain t-shirt in your bag if the need to dress casual occurs.  My SOSO brother is who inspires my personal style, but if I had to choose a designer, I have to say Dolce & Gabanna. 

What is the one item of clothing in your wardrobe that best represents you? My Slim Darryl Redline Selvedge jeans.
With no itineraries, how do you dress for the weekend? I have to say my handmade SOSO denim suit. Exclusively made by our tailor for me and my SOSO brother in an 11 oz. Indigo dyed denim. Accessorized together with my watch and leather shoes.

Your wardrobe staple? Light weight clothing, like a t-shirt or a denim shirt combined with all our awesome jeans.