What inspired you to create your own brand?
The idea came from the documentary film "the light bulb conspiracy" - it's about how products are being designed in order to age quickly to boost consumption.
The hosiery industry as we know it is very traditional, outdated and a major source of pollution. Pantyhose are women's biggest consumable garment, which is also incredibly harmful to the environment. We thought tights were a boring product for women to buy and wanted to make it more attractive in many ways. From the start, our mission has been to change and influence the entire hosiery industry.
Did you always know you wanted to be a designer? Why or Why not?
No, definitely not. I have a master’s degree in economics and don’t see myself as a designer, since I’m not actually designing the items. However, I always knew I wanted to start my own business.
What was your previous work experience before launching your brand?
I worked within the financial industry as a business advisor for three years before starting Swedish Stockings.
What was the toughest circumstance you overcame when just starting out your business?
There are new things every day, as we are always overcoming challenges. Initially, it was finding the recycled material to produce product with and finding the right production partners in Italy.
"It's simple — ‘Sweden’ stands for a lot of positives that we wanted our brand to be associated to and understood that ‘Swedish’ related to something that's trustworthy, which is important to us."
If you could do something different before starting your business what would it be?
I would have focused more on what I'm actually good at and not try to do everything by myself. Although we didn’t lose money, we did lose time, and time is important when starting a company.
Are you passionate about something other than fashion?
I'm passionate about nature and animals! I love to spend time outdoors and preferably together with animals.
What is the inspiration for your brand’s name?
It's simple — ‘Sweden’ stands for a lot of positives that we wanted our brand to be associated to and understood that ‘Swedish’ related to something that's trustworthy, which is important to us.
How important is social media to your brand?
Very important, and it grows day by day for us. Our customers are between 25-45 years old, so they are also very active on social media.
"Success is to make an impact. Since our goal is to change and influence the entire industry, we have succeeded when other brands are producing the same way as we do."
How do you define fashion?
For us it's about quality, design and sustainability — they are equally important. Designer, Kathrine Hemnett, once said fashion is about “looking good, feeling good and doing good”, which I think represents it all.
What does the word “success” mean to you?
Success is to make an impact. Since our goal is to change and influence the entire industry, we have succeeded when other brands are producing the same way as we do.
Do you see your brand ever expanding into a different avenue? Why or why not?
Absolutely! I think that's a part of being innovative and leading the future.
If you were not in the fashion industry what other industry would you be in?
I would be saving animals for sure, probably stray dogs. This is something I'm already planning on!