INTERVIEW # 28 PLANT BASED BY THESS
Based in: Gothenburg
Founded in: 2021
Founded by: Therese Elgquist
Stores: Webshop, B2C, shipping world wide. https://shop.plantbasedbythess.com
Price range: 1700 SEK (One statement piece in two different colors, so far)
Why we love it: Try to find anyone more driven than Thess… It’s a pleasure to see how she’s handling all the different projects she has a finger in. Everything from food to photography and now her own clothing brand. A true source of inspiration!
“I’ve always dreamed about designing a clothing range. When I was younger I was sketching clothes in all of my sketch books, and I’ve sewn a few dresses for myself.”
What is Plant based by Thess and why did you start?
Plant based by Thess is a lifestyle brand focusing on plant based food / recipes / cookbooks / travels / photography / being in movement. Inspiration for several parts of life, so to say. And, since a few months back Plant based by Thess is also a clothing brand, so far with one statement piece in two different colors - linen dungarees! I’ve always dreamed about designing a clothing range. When I was younger I was sketching clothes in all of my sketch books, and I’ve sewn a few dresses for myself. My mom sewed my prom dress, which I sketched.
I like to follow feelings and dreams, sometimes (most times to be honest) without thinking too much about the future or having a solid plan onwards. I just do what I feel like at the moment. And one of those things was to finely create that clothing brand. So I started in the opposite way to what most reasonable people would suggest I guess. I created the piece of my dreams, and now when it’s here I need to figure out the rest; how to sell it onwards (except through my SoMe-channel), how to communicate long term, visual presentation, budgets etc. Things I had on my mind that needed to put down on paper. Probably a crazy and totally not recommended way to work haha. But that’s how I work, and now I know that I need someone with experience who works differently to let this brand develop and become something really great!
Also, I've always wanted to have that “perfect” pair of dungarees - that I always want to wear. Dungarees are my favorite piece of clothing and the one I’ve designed for my own brand - Byron Dungarees - is the ultimate combination (if you ask me) of everything.
What is your sustainability profile?
Whatever I create or do with my business my aim is that it should follow a suitable path. Because it feels right in my heart, gut and because I know it’s the future! And a must. My main business thing is cooking plant-based food which I share via cookbooks, articles, SoMe, my website, television and through other companies too. That for sure is a way for me to share inspiration for an even more sustainable life!
That my first - and statement - piece would be made of linen felt very natural as flax is grown with far less water and pesticides than for example cotton. Plus, linen is a fabric that keeps you warm during colder months and somehow also feels quite cooling during warmer months.
“Linen is a fabric that keeps you warm during colder months and somehow also feels quite cooling during warmer months.”
How and where are the products produced?
My clothes are produced, by hand, in Europe - from European linen. Most of the fabric used at the Factory I work with are woven in the Baltics and surrounding countries. In the Baltic countries the tradition of growing flax (which linen are made of) and creating with linen goes way back - not only when it comes to clothing, the whole part of the flax plant is being taken care of to create different products. They are very experienced and talented which makes really beautiful and good quality clothes and other products.
Where do you source the material from?
My factory sources the material themselves, from weaving mills in Lithuania and surrounding countries. So it’s a short product chain all the way to me in Sweden.
Where do you find your inspiration?
When it comes to design mostly from my own experiences, what I’ve liked and not liked with clothes I’ve been wearing. And what I see others wear of course. Also, photography inspires me a lot, beautiful photos that I find here and there are saved in my inspo folder; might be everything from how a pocket looks at a garment to how to photograph a dress in a beautiful lit autumn forest. And when it comes to the business part I get lots of inspiration from small producers and designers with a similar story as myself, people and brands that have become my friends - such as Astrid Wild and KLco.
What have been and are the major challenges?
For me it’s time, mostly. I’ve got so many ideas and dreams when it comes to my brand in general (as I do more things than only designing and selling clothes). And designing clothes, operating and building up a small sustainable clothing brand - with all it means - of course takes a lot of effort and time. To decide what direction I want my brand to take; stay as a small business or maybe focus on growing it bigger. Knowing what people I need with me if the latter is what I decide on.
“To use the word “sustainability” in a doubtful way, to make products seem better (than they might be) towards customers and potential customers. ”
What has been and are the largest gain?
This has always been a passion project. So far - the great feeling of wearing my own piece of clothing, so I guess kind of spiritual then. And to see others wear it! Also, it’s been a fun ride and interesting learning about things along the whole process so far.
What is “greenwashing” according to you and what can producers and consumers do to avoid it?
To use the word “sustainability" in a doubtful way, to make products seem better (than they might be) towards customers and potential customers. To choose what is communicated based on what will sound good from a sustainability perspective - rather than being transparent through all parts and lines of the company and its processes.
What is a sustainable closet for you?
A closet with pieces of clothing that can be (and you want them be!) worn over and over again. Clothes chosen with a clever thought in mind, that it could be worn in different ways, for different occasions etc.
