Having been approached by the lovely Diana Svensk on the first day of WFW, I thought it would be a great idea to do coverage of their eco-collection show the following day. Arriving hurried, flustered and excited in the backstage allowed me enough time to catch my breath and remind those of you who do-not-know-quite-yet about Svensk, a young, carefree and yet very consumer conscious brand powerful enough to be single-handedly looked after by Diana.
She started her business when she was seventeen- soon enough, she was making huge decisions not only for her, but also for her brand. Svensk’s ethos has been to create an ‘aware’ fashion consumer – someone who does not only source out the latest trends in clothing, but does so in a ecological way, making sure that their items are sourced only from small producers. For Svensk this means focusing mainly on Alpaca wool as their prime resource for production. Adding young, feminine accents was their idea- stemming from the can-do-anything attitude of the brands mastermind, the designer wanted to merge a more fun, less restrictive fashion.
What really appealed to me in not only their clothes, but also in their presentation, was the fact that everything was done with enormous energy- there was a lack of motivation that I thought could be felt from the collections of certain Polish designers. Svensk was quite literally a breath of fresh air- from stripes, bows and patterns to those cute knitted iPad cases (or multitasking clutches) and wonderful quirky glasses, it exuded a feeling of youth, fragility and strength that it is possible for every generation to consider all the important points when it comes to buying an item- from resource to shop window!
They also have a recycling program for their clothes- you can give back your old Svensk outfits for a gift voucher to use in their store. The amount ‘earned’ on the gift voucher is very dependent on what state your item is in- the less wear and tear it has, the larger the sum on the voucher! All the items will then be reused- either by being sold as a second hand item for a lower price or given back to the supplier to use the fabric for a new Svensk creation.
Here is their website if you would like to purchase their clothes! Sofie and Diana are lovely and I am sure would greatly appreciate any feedback from the public.