INTERVIEW #11 ANN-SOFIE BERGORT

When I asked people around about who I should interview for the change makers series, Ann-Sofie’s name quickly came up. It wasn’t for her work as an entrepreneur and co-founder of the popular second hand plattform VARIÉ, rather as an interesting person with a colourful personality and with a very good eye when it comes to clothing materials. After talking to Ann-Sofie online, I released why people love her - she’s straightforward, highly educated about materials and brands, eager to change behaviour and truthfully obsessed about clothes as an form av art. I’m very happy to share this interview and you can also read the interview about VARIÉ here!

What’s your relationship with clothes?

“I definitely didn’t want to look like everyone else! ”

I’ve always been interested in clothes. I see clothes as an art form and a way to express myself. Through VARIÉ and my interest I want to increase the value of clothes and inspire others to respect garments. For a long time I´ve been experimenting with clothes mostly with the incentive to challenge norms! When I was a child, I spent a lot of time with my cousins on the countryside, I loved to visit my grandmother’s attic, exploring her clothes! I even wore my grandfather’s coat at school! I guess I had some kind of “confirmation need”  but who doesn’t? But I definitely didn’t want to look like everyone else! I didn’t want to do what everyone else was doing in general! I listened to different kind of music and so on. I was curious about exploring the alternatives. 

I would summarise my relationship to clothes with two words; passion and curiosity! 

How would you describe your style?

My style is homogenic and classic with a twist, I’m wearing a lot of black. Once a specialist in styling and colour actually told me I shouldn’t wear black, but I don´t care, because I love it, and that´s why I'm wearing it. I think about 80% of my clothes are black.

I’m also very focused on materials! I want to feel free and comfortable  with clothes I’m using, and for me it is mainly natural materials such as wool, linen, lyocell, silk and so on.  On my own second hand platform, VARIÉ, I pick clothes I personally like and I prefer the materials being as natural as possible. I can even say no to more expensive brands if I don’t like the material! Acrylic for example, I hate it but for example a Carin Wester sweater in acrylic came in and the colour and style was so beautiful, so a choose to sell it at VARIÉ, and it sold really fast! That is an exception I can do for right style, but not that often. 

How would you describe your closet?

“I love the stories behind clothes”

My closet is constantly alive with clothes to relove, mended ones or from brands that work sustainable and transparent. The last few years I’ve been consciously working to create a closet where I use my clothes often and regularly. I use 40% of it a lot and 60% of it are more seasonal or related to activities. I know I should break up with some but I have a deep emotional relationship with my clothes and I don’t like break ups. I love the stories behind clothes, when bought, why bought and If people have memories related to the clothes. In today’s society, people have less stories about their clothes and that´s sad. 

What is a sustainable closet for you?

To invest in clothes for a long life relationship. Not only related to price but with the aspect of investing in my style, what I love and will wear for a long time. To buy what you really want and need is sustainable. For me it’s about quality. I focus on materials, models and comfort  and for me it doesn’t have to be related to any brand! I have a 20 year old dress from a fast fashion brand, and the quality of the material is so good. I love it and uses it a lot. 

“At VARIÉ a second hand item can sometimes be even more expensive compared to the price when it was first handed. It’s because of the quality and timeless design.”

At VARIÉ a second hand item can sometimes be even more expensive compared to the price when it was first handed. It’s because of the quality and timeless design. I know what will last if you handle it with care. And I love to help educate others about materials and style. 

What do you think about the fashion industry? 

I worked at H&M for 10 years. As an employer they were great! There was so many opportunities! But they along with a lot of other brands also contributed to the fact that we have lost our sense of respect for clothes and the people producing them. I’m very disappointed at the fashion industry for this but I know it´s how the market system looks like today, not only in fashion! Imagine all the people behind every part in production, how we would respect clothes if we knew the people who made them and all the work behind it. The big issue is also the overproduction. We don't need all these clothes but we also have to come up with circular systems to keep up the market system in a sustainable way.

“I actually hope we don’t start to do business as usual when this crisis is over”

A garment starts with a crop or fossil fuel that has been planted or extracted and after harvest, step by step has been turned into a piece of garment. That process comes with high costs. The way we do things in mass production is something we can’t accept and it needs to change. Change is happening, and now with the current situation of COVID 19 ... I actually hope we don’t start to do business as usual when this crisis is over, instead I would like us to do unusual new business in a more sustainable way.

What can one do that seeks to create a more sustainable closet?

●      Reflect! The power of thoughts! Explore your own closet, what hasn’t been used and why? Try it again and see how you feel while wearing it.

●     Explore the second hand market! If never done, try!

●      Get rid of the over-consumption culture! Invest in clothes and make it your best friend.

Today when I’m watching children and us adults with phones, scrolling on social media and other platforms, I can understand that it creates a feeling of greed and need. How can we change that, for real? How can we make people stop, reflect and start having respect for clothes again? Hopefully we will do that when clothing brands, productions and stores becomes more local and personal. The sad thing is when people get scared they stop, like with Covid-19, but when we don't come close to scared it is more difficult, like telling people to care for nature, buy and live sustainable, it takes time. We don't want to scare people, but the sad thing is that it has the biggest effect.

We need to change, but the fashion industry need to change too, in a higher speed.

Contact: ann-sofie@varie.se

Social media: @variesweden

Visit: VARIÉ