INTERVIEW #84 VIKTORYA ABRAHAM

Based in: Gothenburg, Sweden

Founded in: 2020

Founded by: Viktorya Abraham

Stores: NK Gothenburg and through special orders through Instagram and email contact@viktoryaabraham.com

Price range: 5500 SEK - 25000 SEK

Viktorya Abraham, welcome to A Sustainable Closet! Tell us about your story and why you started this magical brand? 

This has always been my dream and I have been doing it for over 15 years in small capacities. After a conversation with my little brother where he basically threatened to stop talking to me if I didn’t go for it, I basically decided to go for it. It’s really a passion project.

How are you working with sustainability today?

Everything is made to order and we don’t keep storage. All pieces are carefully measured to minimize waste and we do as much research as we can on our material.

We are curious about how and where your magical creations are produced, where do you source the material from?

Everything is made in Gothenburg by myself, my family and seamstresses. Since covid, all our material is sourced in Gothenburg and Kinna.

Who is the typical Viktorya Abraham customer?

Our girl loves fashion, she’s feminine and has a sense of humour. Our pieces are whimsical yet strong fashion pieces.

Where do you find inspiration?

A great deal of my inspiration comes from my Eritrean culture. It’s bright and colorful, yet classic if you ask me. Music is a big one for me as well. 

What have been and are the major challenges of starting your own business?

Knowing where to start and what to focus on the most. There’s more to it than just designing and producing the actual pieces. 

What have been and are the largest gains? 

I feel genuine joy in knowing I’m doing my best in pursuing my dream. I’ve had the same dream since I was 7. 

The best thing about Viktorya Abraham?

How amazing our clients feel when putting on our dresses. 

What's up next?

Stockholm fashion week SS23.