Q. What matters the most?
The creative process with the founder of the Scandinavian design house and ateliér: Nelly Johansson
A. Senses… Material…
Then hand-feel first. We are blessed (or cursed) with frisson and high sensitivity. By our fingertips we get goosebumps if something feels right—and the ick if it doesn't.
We know a life elevates by sensuous garments and individual expression. You get what you give..
B. Art & Creativity
We feel like we're creating art more than we're producing clothing. We ask ourselves: does this have the right to exist? It has to genuinely stand out from what's already out there.
It has to contribute from lust. A deeper purpose. A different feeling. A different construction. Even when it's just a white t-shirt..
C. Comfort and Simplicity
We want it to feel like wearing a hug from someone we love. We don't believe anyone should have to compromise between excellent fit and comfort. To us, they exist in the same world.
Over the years, we've developed our own way of making them exist in symbiosis. This might be the softest sweater out there.
Stayed underground since day one.
