”Slowness” – my Mantra when I Work with Design
Over time I have developed an interest in what relates to a classical expression within fashion design, with clear references to Scandinavian aesthetics and menswear. That means a love for quality, details and functionality.
The concept of ”slowness” is important to me – both on a personal level and in the way I work with design. It has been a mantra in every aspect – whether I am designing hospital uniforms, work with various clothes brands or am developing my own brand.
It means fundamentally taking one’s time to do things in a way that feels right and makes one happy.
Aesthetically slowness is expressed through a timeless idiom, through creating a product that is relevant and independent of trends and the whims of time – the clothes that may not stand out in everyday life, but are still part of most people’s wardrobe.
My collections are all closely linked – and at the start of a new season I never start from scratch. In physical terms it means that my inspiration material is never completely replaced but rather the various words and images I work with are quietly exchanged with new ones. Often images that have already been used are back in the forefront after having been removed for a couple of seasons.
Over time I have had to admit that that way of working comes most natural to me. I believe that it strengthens the visual identity and at the same time creates a stronger brand.
By using references to classic menswear and translating it into a contemporary context I try to slow down the speed in an industry that I believe over the last few decades has ended up running at a speed that can no longer be considered sustainable.
Clothes have ended up being a product that for many people really does not have any value. We have become used to a price level that is no longer economically viable and is out of sync with what we strive to achieve in the social and environmental aspects of production.
The fashion and textile industry is one of the world’s largest polluters, and we all bear a responsibility – the individual clothes brands, the shops, the politicians and the consumers.
We are forced to admit that if we are going to create the necessary change we all have to contribute. Many small steps together can make a significant difference.
