36 years with McVERDI – The coat that started it all

It all started in a small shop ¨space¨ on St. Regnegade in 1987. Actually, it was my workshop, but as I kept the door open and displayed some finished styles in the window, it turned into a store. My first store. There, I sewed by order. Not just anything, but my own designs in different colors or sizes. I bought small quantities of materials and sewed a prototype and a bit extra for the rack if there was time.

Back then, marketing was all about having a memorable phone number and advertisements in print newspapers if you could afford it. And, of course, happy McVerdi customers who went out in their fabulous clothing and spread the word.

I have always had a fondness for heavy materials. Preferably so heavy that they almost feel like sewing through paper. The kind that doesn’t slip through your fingers and slides down from the sewing machine. Such a material was the first one I used to sew the lined raincoat. It was actually oilcloth that I bought on the fourth floor of Daells Varehus

Quickly, I needed larger quantities than I could carry home from a local department store, and I found the Italian supplier who has been supplying McVerdi ever since.

Coats and dresses have always been my favorite styles. For some reason, I always think of dresses and outerwear when I see a new material. You can be wearing the most boring clothes, almost like pajamas, put on the coolest statement coat, and voila, you feel completely well-dressed. By the way, I have a deep aversion to the concept of leisurewear. I love a lot of cool outdoor clothing, but it should be used for leisure and outdoor activities, not for commuting to and from work and when going out in the city, etc. A ski jacket does nothing good for a nice ‘I’m headed to the office’ look

Why not create a statement coat that is stylish and also waterproof?”

It became the first wool-lined raincoat, now called a McC, and it is the best coat I have ever made. The design still holds up after 36 years. It is long so you can hide anything under it, it is waterproof, and it lasts for many, many years. I am delighted to see that they are even sold at flea markets and online marketplaces, and new customers find their way to McVerdi this way. A coat that can be used for both a walk with the dog and a night out in the city where you are sure not to get wet when walking home from the station in the middle of the night. Absolutely perfect.

There are several models in the same material, just like the Mini McVerdi, which is also made from this material. The ultimate best, cutest, and simplest jumpsuit, jacket, and anorak.

McA is a lovely short jacket that’s perfect for the car or for someone who isn’t very tall. McB is the perfect cycling coat, and if you like the length of McB but want to be a bit more extravagant, there’s McD

A little bonus story is that I, of course, sewed the first many, many coats myself. So, I know exactly how long it takes to sew one!
At that time, I had become a mother to Juliane. She was with me in the store every day and thankfully took some lovely long morning naps in her stroller in the courtyard behind the store. While she peacefully napped in her stroller, I could easily cut and sew a long coat so it would be ready for pickup in the afternoon

Over the years, there have been many cool colors, including the classic black and gray, but also bolder colors like silver, burgundy, and NOW the newest color, cobalt blue.

Below, you can see a selection of different models and colors.

McA

This rain jacket, which we call ‘McA,’ is a classic among McVERDI’s raincoats. The rain jacket has a good fit, a functional hood, snap buttons, and an adjustable elastic cord at the waist, allowing you to customize the looseness of the back piece to your preference. The rubber jacket also features an internal zipper and an internal pocket.

McB

The coat we call McB has a very simple look at the front. The coat features a narrow hood, a zipper, zip pockets, an inner pocket, and a drawstring across the back where the elastic can be adjusted to provide as much back width as desired. What’s nice about the coat is that the drawstring extends a bit onto the front, accentuating the waist.

McC

The McC coat was the first coat that Lotte designed when she started in 1987. With the exception of a few very small changes, this coat is more or less sewn from the exact same pattern that was constructed back in the late 80s. The coat features a decorative zipper that goes all the way up to the collar, giving it a cool look. It has fine stitching along the edges and on the back flap. The coat also has inner pockets and zip pockets.

McD

This jacket, which we call McD, has a cozy and elegant oversized A-silhouette with the option to cinch the back and a large hood-collar. The jacket still has this cozy feel of being an anorak but now features a zipper down the center with a practical and decorative wind flap in front. The jacket has pockets, an inner pocket, and cuffs that can be folded up and adjusted as needed.

Much has happened since the first raincoat was produced back in 1987. Now, 36 years later, it has been an amazing journey. It’s also wonderful to see McVERDI Coats, Raincoats & Dresses adorning the streets! Please keep it up!

Thank you for reading.