INTERVIEW #52 FREDRIK SVENSSON
“My old colleague described my style as “sportgoth”. Always dark but influenced by sportswear.”
What’s your relationship with clothes?
I would say is the start of my day, it is the journey of my day and the end of my day. The relationship started when I was very young. I always had a big interest in the way clothes looked, how they made me feel and how to create certain feelings. Both my grandma´s are and where very good at dressing themselves and both of them where and are very crafting at sewing and knitting. This also applys to my mother, so it´s a generational thing I think.
How would you describe your style?
Black, white and well put together. Definitely balanced, I work a lot with silhouettes. My old colleague described my style as “sportgoth”. Always dark but influenced by sportswear. My style also has some retro in it. Mostly, inspired by the 70s and 80s. My teenage years was all about neon and it was in my 20s I turned to black clothing. Since then it’s been black and white. Maybe some rare hints of colours during the summer.
How would you describe your closet?
It is sometimes well organised and sometimes it is a complete mess. It is always sorted by style and according to categories, so denim with denim, white shirts with white shirts and so on. Every category has it´s own space in my closet.
What is a sustainable closet for you?
I would say it is about knowing the difference between what I need and what I want. There is a big difference. It is easy to say you need something when it is something you actually just want. A basic wardrobe doesn’t have to be the same for everyone. For me it is white shirts, high socks and sneakers. But for most people it is not that. A sustainable closet is for me about knowing your style and how to build your closet around it.
“I would say a sustainable closet is about knowing the difference between what I need and what I want.”
What do you think about the fashion industry?
Problematic at times. Mostly fun. From season to season it is inspiring.
What do you believe needs to change?
I believe that companies needs to take accountability to what is happening with the environment. A company doesn’t have to make five different white blouses with puffy sleeves every year. Why making five of them that almost look the same? We don’t need all those choices. This is one of the reasons for overproduction. We are producing so many garments that looks very similar and that makes consumers overconsume, because they believe they need all of these varieties. They don’t need it and they don’t even use those clothes. It is a very bad circle. Why can’t we only produce a few items that are more thoughtful designed and produced?. The person who really wants it will buy it and actually use it. It makes clothing more valuable. I actually saw an example of a person on TikTok, walking around in fast fashion stores where sale garments where all over the floor. What does this tell us? It says that clothes has no value, why spend your money on something that has no value?
I believe many people want´s to make a good deal, I also want to make a good deal, but it should be on things we really want to use and care about. It is almost discussing that we buy things we don’t use. Everyone makes mistakes, but it is very good to think about your way of consuming. But the largest responsibility is on the companies, they need to make changes.
Like in fashion stores, we should be able to circle our clothes. Where you can hand in one t-shirt and get a new pre-loved one at the same time. These initiatives should be made the whole way, not just a pop-up here and there. Why don’t you want to be the brand making clothes in a sustainable way? More rental choices should be available in most stores.
In the end politicians and companies needs to make the change, to make the sustainable choice easy for the costumers!
“A company doesn’t have to make five different white blouses with puffy sleeves every year.”
What can one do that seeks to create a more sustainable closet?
Lean the difference between what you need and what you want
Build a basic wardrobe with the thought in mind it doesn’t have to look the same for everyone. This is your closet.
Find new ways to wear your clothes more often. For example I use my wedding shirt for other times too, I use for new year and so on. Don’t buy things for just one day. Make sure you can use I over and over again in different ways.
Buy second hand first hand.
Follow Fredriks style journey on Instagram!