WHO IS HOUSE OF '72 AB

Lena and Susanne attended the same college at the same time but didn't meet until 2004, when they started a Digital Print and Graphic Design business at Graphiken AB. In 1990, Lena moved to Los Angeles and became involved in the garment industry, while Susanne stayed in Malmö and has been working in the printing business since her graduation in 1990. Lena divides her time between LA and Malmö, and their business, Graphiken, is thriving. This success led them to an opportunity to bring part of Lena's work back home to Sweden, which led to House of '72 AB and Da Vinci Workwear. Lena owns Da Vinci California® and has been designing for the brand since 2003.

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THE INSPIRATION | AMERICAN SERVICE STATION

Do you remember the ding of the service station bell, which signaled a uniformed service station attendant to appear and offer to "fill-er-up?" After pumping your gas at pennies per gallon, the attendant would wash the windshield, check the oil, battery, and other fluids, and tire air pressure. Do you remember pulling a cold bottle of soda from the icy water in the soda cooler and using the bottle opener to pull off the soda cap? Or getting a free map, a litter bag to hang off the knob on your radio, or receiving trading stamps or other service station giveaways? Or using the restroom without asking for the key? If these things seem familiar, then you remember the heyday of the American Gas Station. As the competition between refineries grew, the 1930s and 1940s were a time of new marketing strategies. Service station attendants in "snappy" company uniforms that offered a variety of auto services became common.

 

THE BRAND | DA VINCI CALIFORNIA® SINCE 1952

Da Vinci California® 1952 was founded by The Berke family in 1952, but it has produced high-quality leisure suits since the 1940s. In 1952, Da Vinci quickly became the style and choice for members of the swinging Rat Pack. Frank, Dean, and Sammy simply can't get enough, and the rest of Hollywood were quick to follow. The 1950s Da Vinci shirts were mainly Rayon Gabardine flap pocket shirts in both solids and patterns. The late 50s and early 60s shirts are the most collected. These are the shirts that have color blocking, striping, and embroidery and are usually made using the iconic Shirley fabrics. Da Vinci clothing endures not just as a name that stands for quality but also as a state of mind, calling upon the swinging hot-shot romanticism of the '50s and to the Rock Stars and Surfers of today. The pure beauty of the Da Vinci product is evident in the authenticity of the design. Da Vinci is a high-quality product manufactured exactly from the original designs of the '50s, '60s, and '70s, which are the heart of the brand. Da Vinci is still a pure classic vintage collection due to the fact that a lot of the designs are taken from the company's massive archive of original products. Designs that combine unique color-blocking to reproduce that classic two-tones, with authentic specialty stitching, give Da Vinci a unique, authentic feel. "Original since 1952" classic styling, timeless treasures to wear. That's Da Vinci California - "Wear the Lifestyle". As seen on TV on Charlie Sheen in ”2 1/2 Men”, ”The Sopranos”, Kramer in ”Seinfeld” and by Richard Gere in ”American Gigolo” to name but a few.

 

THE PLAN | SWEDEN & SCANDINAVIA

House of ’72 is the official licensee of the Da Vinci Workwear Brand in Sweden and Scandinavia. The Brand: ”Da Vinci Workwear” will be sold as ’blanks’ for companies that want iconic corporate clothing for their employees and coworkers. We offer custom embellishments such as embroidery, patches, or screenprint to create eye-catching corporate apparel for companies large and small and everything in between.