INTERVIEW #66 TINTOMARA
Based in: Malmö, sweden
Founded in: 2020
Founded by: Sara Söderberg
Stores: Only selling through instagram. I am also working on a web store. Price range: 600 kr - 6000 kr
Instagram: @Tintomara.nu
Tell us about Tintomara and why you started?
I have been creating and sewing clothes out of secondhand fabrics since I was 12 years old, so in a way Tintomara has been with me for a long time. However, it was not until a few years ago that I got the idea of establishing my own company.
The idea began to take shape when, during my last semester at a craft school in Malmö, I had to create a final project. I thought to myself that creating a fictive company focused on truly sustainable fashion could be interesting, since I believe that this is missing on the market today. From there the idea of Tintomara grew and after I had graduated, I took the decision to continue with developing it, but within a real company instead of a fictive one.
How did you come up with this cool brand name?
The name Tintomara comes from a book named The Queen’s Tiara by Carl Jonas Love Almqvist. In the book, Tintomara is an androgynous and mysterious character - illusive yet captivating - who dares to live outside the norms and conventions of society. Tintomara also uses clothing to shift between varying personalities.
I read the book a long time ago and the character stuck with me. So, when I started to think about names for my clothing brand, the name felt perfect.
What is your sustainability profile?
The way that I work with sustainability is that all the fabrics and materials I use are bought in second-hand shops around the city of Malmö. Consequently, my clothes are created from, for example, tablecloths, bed sheets, curtains, and bedspreads. In my opinion second-hand shops are full of great materials that are just waiting to be used.
How and where are the products produced, where do you source the material from?
As already mentioned, the materials I use mainly come from second- hand shops. The materials are then brought to my little studio in Slottstaden, Malmö, where I design and sew my clothes.
In addition to running Tintomara, I work full time as a graphic designer, which means that the studio is where I spend many nights and weekends.
Your creations are amazing and look so luxurious. Where do you find inspiration?
The inspiration for my designs comes from everyday life, but also to a large degree from the fabrics I manage to find. When I browse a second- hand shop, I often envision in my head what I think a particular fabric can be turned into.
As for the inspiration regarding the company itself, one important motivation for me is that I want to show people that sustainable clothes, made from reused fabrics, look just as good as what you can find in regular stores.
Lastly, sustainable fashion for me also signifies that the clothing can be worn on different occasions, be it a regular day at work or a fancy-dress party. By making slight changes to a piece of clothing and matching it with something different it is often possible to use it for both.
What have been and are the major challenges of starting your own brand?
It is to be all alone and having to do it all by myself. I love to design and create clothes from scratch. The other parts, such as accounting and marketing, are not my strengths. It takes me a lot of time.
What has been or are the largest gains?
The largest gain for me is to receive pictures from women where I can see that they are happy in the clothes I have created.
For example, I was sent a photo last summer and in it a girl was wearing one of my dresses and a flower wreath for her midsummer celebration. It was a simple picture taken somewhere in the north of Sweden, where she looked dreamily into the lush and distant mountains.
She looked so happy and free, and that made me realize that I am actually creating sustainable clothes that make people feel beautiful. It is a dream come true!
What do you think needs to change in the fashion industry to make it more sustainable?
Companies in the fashion industry need to take responsibility for the clothes they sell by producing them in a more sustainable and environmentally friendly way. Transparency is also important, so that consumers can know what they are buying.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
Consumers need to realize that they pay far too little for their clothes today for them to be truly sustainable. It is better to buy clothes of high quality and in doing so consume less.
I would also advise people to buy clothes that they can use for different occasions and in various settings, instead of purchasing new outfits for every party or event they go to. Before getting a new piece of clothing, look at what you already have and try to create something fun out of it!
Best thing about Tintomara?
The best thing about Tintomara is that it is my own little brand where I can create whatever I want. It is my creative space that allows me to be as creative as I want. Another plus is, of course, that I get to participate in fun interviews such as this one!
What’s up next?
At the moment, I am working on a dress for a Swedish comedian/television personality. As soon as I am done with this dress, I will start creating Tintomara’s fourth clothing collection!
Photo: Helena Pataki and David Möller
Models: Stina Mattsson, Anna Magnusson and Rebecka Björk
Make-up: Emelie Frankell and Sandra Haraldsen