INTERVIEW #19 A NEW SWEDEN
“My inspiration for A NEW SWEDEN was mainly frustration. I was angry at the fashion industry for not trying hard enough.”
Hi Lisa & A NEW SWEDEN, so much fun to have you here on A Sustainable Closet today! Tell us, how are you?
Hi, thanks for having me. I’m good, but a bit tired because my infant daughter is a bit sick and has been keeping me up. It’s midsummer here in Sweden and that always puts me in a good mood.
And now to your business, what is A NEW SWEDEN, where are you based and when did you launch?
We’re based in a small town called Norrfjärden, in the north of Sweden. We started working on A NEW SWEDEN in 2017 and launched in February of 2019.
What is the main idea behind the concept?
Our original idea was simple: make the best clothing, in the best way possible. When we were developing our concept, we found out that Sweden destroys most of its wool every year. So we decided to focus on making the best quality products from Swedish wool that would otherwise be destroyed. By producing in Sweden from Swedish wool, we can be accountable for everything that we do, because our supply chain is 1/5th of the length of a similar brand.
Where do you find your inspiration?
My inspiration for A NEW SWEDEN was mainly frustration. I was angry at the fashion industry for not trying hard enough. I was shocked how brands mislead well-meaning customers with their sustainability claims. I was upset at brands blending beautiful natural fibres with plastic to maximise their profitability. I was angry that there were few alternatives. There was no one making stylish, designer quality clothing with our values. So I started A NEW SWEDEN to prove that it is possible to make beautiful clothing in a way without compromises to the planet or to people.
“I started A NEW SWEDEN to prove that it is possible to make beautiful clothing in a way without compromises to the planet or to people.”
What has been the largest gain up until now?
The largest gain has been reaching customers that buy into our vision for how clothes should be made. The messages that we get from a customer who loves their A NEW SWEDEN garment, and what went into it, makes all the effort worth it.
What do you think needs to change in the fashion industry in order to make it more sustainable?
Although I was angry in the early days, now I don’t blame the fashion industry for being the way that it is. It’s not doing anything illegal. In fact, it would be illegal if they weren’t doing everything they could to maximise the returns for their shareholders. And that I think is the problem. Our economy prioritises the market above the well-being of the planet and the people that live on it. What if it was mandated that a company needs to take responsibility for the products it puts out into the world? For their impact on the natural environment? What if companies had to foot the bill for the amount of space their products took up in landfill? I think we would see much more innovation in sustainability and circular models if it was a requirement for doing business, and not a “nice to have” that you can greenwash your annual report with.
What is “greenwashing” according to YOU and what in your opinion, can producers and consumers do to avoid it?
Hm, good question. I would go as far as to say that greenwashing is any message that encourages someone to buy something on the pretext that more consumption is “ethical” or “sustainable”. The most green option is to use what one has.
“Our economy prioritises the market above the well-being of the planet and the people that live on it.”
“Make yourself immune to marketing. You are more than the things you buy.”
What is your advice to fashion consumers out there who seek to create a sustainable closet and lifestyle?
Cultivate a style identity that works for you, that makes you feel confident. Own that identity, and acquire high quality pieces to build on that over time. When adding to your wardrobe, see if there is something pre-owned first. You might be able to get a great luxury label vintage piece for the price of a new fast-fashion piece. And you might even be able to sell it on for the same price you bought it for. Keep in mind that fashion always looks to the past for what’s new. With some careful hunting you can always find a vintage piece that looks on trend because fashion has just come back around full circle. Do not get your education about sustainability from a brand that’s trying to sell you something. Do your own research about the materials that go into each product. For example, many brands want you to know that taking plastic bottles out of the ocean and turning it into fabric is a good thing. But what they don't tell you is those same garments will shed microplastics that will end up in the ocean anyway. Make yourself immune to marketing. You are more than the things you buy. You don’t need anything new to be the best you.
