INTERVIEW #75 HURRA PANGPANG
Based in: Gothenburg, Sweden
Founded in: Autumn of 2021
Founded by: Izabella Simmons (@ubellabu) and Hanna Linnea Ryd (@_hlryd_)
Stores: Custom orders through Instagram @hurrapangpang and www.hurrapangpang.com
Price range: €50-€1000
Tell us about HURRA PANGPANG and why you started?
HURRA PANGPANG is a marriage between two enthusiastic fashion-alchemists! We dreamed of collaborating ever since we got to know each other and throughout the years of separately studying within fashion/costume- and set design and working with film productions we have gathered experiences and qualities that fueled us to start HURRA PANGPANG. Our mutual love for treasure hunting needed a space for fiesta fashion.
A party in a recording studio led us to an available old post office and here it is the HURRA PANGPANG headquarters. Our studio, showroom and the heart of our creations. We keep all saved forgotten treasure-materials in the post office's old vault.
How did you come up with this funky brand name?
Ever since we got to know each other we started to shout phrases to each other whenever we would meet and greet. Hanna would shout HURRA and Bella would shout PANGPANG! Everything that's good is either HURRA or PANGPANG so why not make it our name to our upcycling studio?
What is your sustainability profile?
Anything goes, especially if it’s a leftover generated from todays over consumption. We want all material to speak in high voices of their former past and future value.
How and where are the products produced, where do you source the material from?
We have collaborations with secondhand chains in and around Gothenburg. The sorting facilities set aside unsellable products for us, the forgotten treasures, which don't reach the stands (broken, stained, and so on) . We collect it and source it in our studio, where we also do all production. All material is thereby sourced locally and like organic and local produced vegetables - they are all individual and taste better!
Our customers also bring in their own materials to be re-maked into their new pieces. For example, one of our clients had a pair of favorite boots, no longer suitable for booting around in due to way too much wear and tear. The boots were by us given a new purpose and design and are now belting around our costumer’s waist as a yummy corset-belt.
Your creations are truly amazing. Where do you find inspiration?
Thank you! We base all our creations upon a card-game that we developed. It’s like memory but will present you with almost a design-rebus. Thing+ting=new thing, a “love child” of unwanted and forgotten materials is born and we give it a chance for dance! If it makes you giggle a bit, it’s even better!
This design-method is also something we teach in our workshops, we really strive to provide designers, artists, and creators with a tool ready to tackle today's wasted resources in produced surplus. And have fun while doing it!
What have been and are the major challenges of starting your own brand?
To have to do it all, we’re not only designers and creative alchemists anymore, we're carpenters, lawyers, accouters, post office, drivers, magicians, bank robbers and time travelers. The challenge with this is to understand time and when to take a time to tidy up and to remember (when it’s a bit of a struggle) the why. Why we do this and to have as much fun and flair with it all as possible.
What has been and are the largest gain?
We have built a strong identity and design language so at this point we can work with a toilet brush and have the confidence that it will turn into something we can ecstatically stand behind. And that is a proud gain!
Financially we are bankrupt privately but everyone knows that fashion and art is a balanced diet of late nights at the studio and trimmings, meaning no time outside of work to use any money - so we're all set!
What do you think needs to change in the fashion industry to make it more sustainable?
Let the small-scale creators take place, invite and understand the strength of local production, fresh minds that actually talk to their customers. We believe strongly in the concept of costume orders – if you can take part in the birth of the piece, you’ll appreciate it more.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
It’s like trying to become a person who goes to the gym regularly (we haven’t got there yet) but not to big steps at the time, try and weave in the steps naturally in your life. Don’t listen to anybody on how to dress or not, don’t listen to us either. Listen to you and hang out with your garment to let them present to you how they want to be worn.
Best thing about HURRA PANGPANG?
All the HURRA and all the PANGPANG!
What's up next?
Right now we are starting up a new project together with a band, giving all members a new look for their summer tour. But first a glass of wine in the sun!
