What does it take to create a workwear collection?
A behind-the-scenes of a kidswear brand and a strategy studio-slash-publisher collaboration
Playground readers,
Personally, I love a good, behind-the-scenes deep dive into someone’s process. It is one of the most honest ways of letting someone into your world for a little while – whether it is a film, an album, a book, a recipe, or really anything else being made.
This time round, I decided to look back and share fragments from the most out-there project we have done yet: creating our very own uniforms.
After announcing OXOX CLUB x studio playground Everyday Uniform last week, this piece is a quiet diary of sorts – almost a year captured through meetings, messages, fittings, ideas, and mine, as well as OXOX CLUB Creative Director Agnė Hultmark’s camera. It’s a story of how an every-other-Friday project of some sorts came to life.
If you have ever wondered how someone makes a collaboration, creates a fashion collection, or brings a project to life, this might offer some clarity. Not in a linear, step-by-step way, but in the way most creative things actually happen: through instinct, conversations, decisions, and a shared commitment to keep going.
After writing it all down, I think that is what carried the project through – pure creative energy, trust, and the will to make something real.
So, how does a kidswear brand and a strategy studio-slash-publisher end up making a workwear collection together?
June 2025 – first talks
3daysofdesign, Copenhagen. A few members of the studio playground team, Agnė, our partners and I are standing outside one of the evening events. Agnė and I start chatting about the uniform I was wearing for our client’s exhibition at that time.
The conversation moves from branded uniforms to the wonderful work OXOX CLUB does in the kidswear world – and then, naturally, to the question: have they ever made adult-size clothing?
I remember joking that if they did, we would all wear it as a team. Then I added something along the lines of: “hey, for real, why don’t you test adult sizing? Let’s do a collab – a uniform set for us!” (important note to add: I’ve always dreamt to make a suit-set!)
July 2025 – material research, debrief and OXOX CLUB’s jackets
Agnė’s suggestion was to discuss this further while reviewing their kidswear collection, alongside a few material options she brought with her. Since it was July in Stockholm, we obviously had to meet outside, with a drink and olives by our side.
This turned into a debrief session, really, and the first hook of: wow, this might actually be happening. I adore their kidswear, the love and quality in it, and we agreed to lean into their team’s strengths: jackets and trousers - the ultimate workwear set.
At the end of the talk, we landed on three material options, with the non-negotiable being the recycled part.
Let’s sleep on all of it until after summer, we said.
September 2025 – found shoot location
When the work peaked into new-season energy, an unexpected kick came from the side. I finally got a chance to visit our studio client European Furniture Group and Savo’s furniture factory in Tranås, Sweden.
Being on the factory floor, where so much of the magic happens, I immediately knew, and asked our client if we could potentially hold a photoshoot there, keeping the uniform project in mind. It truly felt like a playground for great ideas.
The response was positive, and in my own weird fashion way, I dropped another hook: we had the location. Now we had to make something worthy enough to travel there and shoot it…
November 2025 – research, wants and decisions on items included
Some time had passed, and maybe some messages had been exchanged, but we felt it was time to push it further. I told Agnė that Playground Magazine Issue 5 would include a deep dive around workwear, and that this could, and should, become our deadline if we wanted to make the project happen.
So we decided: let’s research a little more into what we actually want to do, before Agnė goes into the design phase.
So often, it is idealised that projects start with research, but by that point, we already had some limitations around our brief. So our “Friday research afternoon” that November in Stockholm became less about starting from scratch, and more about challenging our own views.
We visited a few workwear-focused stores, a few second-hand shops, and bounced ideas around. We knew that, alongside the jacket and trousers, we wanted to bring in some kind of accessory. A scarf was in the plans, until a utility bag came across our path.
January 2026 – planning meeting
This was a more technical catch-up. Agnė brought the debrief and first designs; I brought the timeplan and expectations.
We aligned quite immediately, with some steering on both ends, and agreed to check all the financials next. Somewhere between the functional chats, the idea to merge their potato face logo with our motto “more play” was born.
March 2026 – first samples and fittings!
Earlier that month, Agnė showed the first samples, made in different leftover materials. We discussed sizing, detailing and options, and checked where the embroidery would go. Then we moved onto the real deal, and towards the second part of the month, the outcome was there. We received the first sample!
A curious thing we realised was that we had kind of landed on an in-between sizing (Stockholm office co-workers got involved in fittings). So we decided to go smaller for S/M and larger for L/XL. Fun fact: for me, both work – I just look a bit more fitted in the smaller size, and more oversized in the larger one.
I have to say, massive kudos to Agnė and the whole OXOX CLUB team. We landed on the models and sizing so fast, and they are truly perfect.
Some of the last details left to discuss were: “Do the pockets really fit Playground Magazine?” and “How many blue buttons can we afford?” (Did I mention brief limitations, and how expensive it is to make high quality clothing?)
April 2026 – photoshoot and first finished sets
It doesn’t matter that we had talked about this for almost a year – suddenly it clicked: it was actually happening.
The thing is, everything from March to April happened so fast. Decisions on quantities, big and small details, launch dates, finances, photoshoot needs – all at once.
While I was visiting home in Lithuania for Easter, the first two sets were finished, and I got a chance to get my full family into them – including my mum, brother and even an uncle.
But the real quiet show-off happened later that month, at the talk I moderated in Stockholm, in the Form Us With Love studio. It was the first time the uniform stepped out into the world, before anyone really knew what it was.
The first public sneak peek felt exciting, and honestly, freeing, not having to think about what to wear – but right after that came the next big thing: we needed to get the photoshoot done.
What started as a lookbook idea turned into our first proper editorial, now living across eight sleek pages in Playground, shot by our dear friend and Playground collaborator Jacobo Campos.
The model search was long and draining, I am not going to lie. For a moment, I really felt like we were never going to make it in time, and I kept procrastinating. Then something clicked, and I remembered that Julia and her partner Chris in music and life – who together are the band Axnér – now live in Malmö. They felt like the perfect fit for this.
After a bit of ping-ponging, we finally had the people, the place, and the pieces. Now we just had to get everyone to Tranås.
May 2026 – ahead
Photoshoot done, magazine in print, collection live, ready to be pre-ordered on site – and we’re ready to roll.
I am writing this and thinking how amazing it is that all of this actually happened. How the idea to try new things came into the most unexpected shape and form this time round.
Six studio playground team members will now have uniforms for events and happenings, and we have a limited collection to share and sell.
None of this would have happened without Agnė, Loreta and the whole amazing OXOX CLUB team. The limited edition includes a jacket, trousers, and a utility bag. It is made from 100% recycled cotton from Spain, in two unisex sizings, all constructed and produced in Lithuania.
It features oversized pockets – yes, large enough to fit a Playground.
Jackets, trousers, utility bag & the full set is here. Available exclusively via studioplayground.cc. P.S. kids version jacket soon coming over at OXOX CLUB site!
That project you were thinking about… maybe a good day to start bringing it to life?
Photoshoot Credits
Models: Julia Axner & Chris Davies AXNÉR Music
Location: European Furniture Group factory in Trånas, Sweden
Photography: Jacobo Campos
Light assistant: Sam Britz
Creative direction: Auste Skrupskyte Cullbrand
About OXOX CLUB
For almost 20 years, Lithuanian brand OXOX CLUB has been creating playful, modern kidswear that inspires confidence and freedom to move. The brand may design for kids, but its clothes aren't childish. The unisex pieces are functional, expressive, and made for everyday life. Playful in spirit but clean in silhouette, OXOX CLUB’s clothes are designed to be lived in.
Housekeeping
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Thanks for reading,
Auste & Playground team
When you’re deep in a long creative process, you rarely stop to realize how much thought, time, and constant brainstorming goes into it. But once you step back — or see it documented — you suddenly think: wow, we really created something special there.
On behalf of the whole OXOX CLUB team, I want to say how much we enjoyed working with you. The entire process felt natural, effortless, and creatively in sync from the very beginning.
And I also want to mention Vilma, the OXOX CLUB pattern maker, whose eye and precision helped refine every silhouette and cut to feel just right. Without her, it simply wouldn’t have been the same.
Loved reading all these juicy details. You are the king of making ideas happen 💙