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Who do you make clothes for?
I don’t really think about that.
I go on my gut feeling. On whether it feels good.
And not all the clothes I make are meant for me.
I don’t think ‘this is for her’ or ‘this is for him’.
Quality is important to me. Extremely important.
I want my clothes to have a long lifespan.
Wear a few times and throw away, that’s not my customer.
My idea is that if a customer buys something by me, it should last.
And if they get a bit tired of it, they can relegate it to the back of the wardrobe.
And it’ll come back out again another day.
People say to me, ‘But then they won’t buy anything new’.
But people don’t work like that. People always want something new.
I hope they come back to me because they’re pleased with what they bought.
There’s also a point to all this talk about the environment, about taking responsibility.
So I think it’s extremely important that garments last.
It’s very, very important to me.
Producer Robert Ziherl, Interview Elin von Unge
Film photography *** Hed Jonsson Editing Elin Bennett
Music