INTERVIEW #8 MARIA LAGERMAN
Who is she?
Maria has seven years of experience working with the successful brand Remake, within the Stockholm City Mission (Stadsmissionen). Her background is in redesign and social sustainability. She has been engaged in sustainable fashion for many years and in many ways. Especially, how to use what we got, change in behaviour and how we relate to our clothes. She has for the last three years been a chair member of the organisation Medveten Konsumtion (conscious consumption).
“ We need to activate our relationship with clothes from a sustainability perspective.”
Occupation:
CEO of the Maria Lagerman Consulting.
What’s your relationship with clothes?
I think fashion should be fun! I believe we should be able to enjoy and use fashion in a sustainable manner. We need to activate our relationship with clothes from a sustainability perspective. My goal is to inspire others to make that happen, to show that it is possible. Everyone can join that journey regardless of how far they have come. We all face different challenges. Some, for example, find styling difficult. It’s really hard to find your sustainable closet if you don’t know what you likeand what’s longlasting for you as an individual.
To be able to know what you like you need to ask yourself what is it about your clothes that you don’t like or like? One way of finding out is to give your clothes a whole day of attention, even the ones that you do not use that often, and reflect on how they make you feel? What about the material, the colour, the style or the function? Maybe it’s something about how it feels on your body? Maybe there’s a certain material you find uncomfortable or comfortable? Find out, and then this insight may lead you one step closer to knowing what’s long-term and sustainable for you?
How would you describe your style?
Today, talking to you, I’m wearing a pink shirt with stripes, but normally I’m very black. I love costumes and jackets, the mix between tight and soft. I’m a shirt and jeans person! A perfect and typical outfit would be an office shirt, a jacket, jeans and sneakers
It hasn’t always been my style. 15 years ago I was more of a dress- and vintage person. When I studied arts and craft we used a lot of colors every day and I got tired of it and felt that my personal style has to be different from my work.
During another time period I changed my style of hair and shaved my head. I changed my style towards black and a more classical look. I love the feminine style too but it didn’t feel right at that time.
I also value good craftwork and I can gladly pay a high prices for quality, but I’m never in a hurry and if I can find it on second hand I buy it from second hand! You need to be patient, plan a head according to the time of the year and be conscious about what you actually need in your closet to be sustainable.
“I have a 36 days closet!”
My style is really about what I feel comfortable in.
How would you describe your closet?
It’s blue, grey, white and black. The office shirt is a good friend and most of my clothes are in one color. There’s order and I actually pick what I’m going to wear the next day the evening before!
I also have a 36 days closet! And I know that because I did a challenge (via instagram #garderobsaktivering,) where I could only use one outfit per day until I have used all my clothes in my closet! If you would count combinations there’s no end to the possibilities, but after 36 days I have to reuse something, so it’s a 36 days closet!
What is a sustainable closet for you?
“Give your clothes a whole day of attention”
It depends on the individual. It depends on what you like and how you live your life. We all have different ways to build our closet on. It depends on what functionality you seek, what colors and shapes you like. A sustainable closet is one you can use over a long time period! Of course you can renew it by circulating clothes but make sure it doesn’t get stuffed! Then it becomes difficult to use the clothes you have.
What do you think about the fashion industry?
“A product that’s obviously not sustainable shouldn’t be allowed on the market! ”
A shift needs to happen, the whole system needs to change. A large part of it is not sustainable and there are plenty of stakeholders that needs to address the issues. We all have different roles to play. There are good examples of companies or brands making an effort but the change is happening too slow. There are also some stakeholders that gets a lot of the blame because of the harm they have created for centuries, but in some cases people do not know what they’re actually doing to change their business models. I believe that everyone need to take full responsibility for their actions, and at the same time I want to stay positive of the changes there are happening.
It would be better if proper rules and laws where enforced. A product that’s obviously not sustainable shouldn’t be allowed on the market!
What do you believe needs to change?
The change needs to take place both in how we produce clothes but also in how we consume! It’s a change of norms and culture. We are to focused on materials, it’s really hard to find any material that could be labelled sustainable. There are so many factors to address, and it is with a focus on making the factories and supply chains more sustainable, regarding energy sources as well as water- and chemical use, we can create positive effect. So there’s only more or less sustainable materials.
But I believe change is possible. We can find creative ways to collaborate, really use the research results available to us when making important decisions and change the fashion culture!
What can one do that seeks to create a more sustainable closet?
“Try to build your closet based on your favorite items! ”
· Find out what you like! What kind of clothes will you use for a long time period? What’s your style or styles? Pick your favorites from your closet and ask yourself why they are your favorites? Try to build your closet based on your favorite items!
· Explore the second hand market based on your favorites! See if you can find what you need there. When consuming second hand you can reinvent your style several times and donate, sell or exchange the clothes you don’t use anymore!
Fashion is not only about appearance. It’s about relationships, history and traditions! Have fun and enjoy it!
What does Maria Lagerman Consulting do?
Today, she’s running her own business where she do workshops and help organizations and companies to transform their business to become more sustainable. She’s helping companies in several sectors, not only the fashion industry, it doesn’t have to be related to clothes. Her experience says that transforming a business to become a more sustainable one is not about money or budget, it’s a about willpower to make a difference. You don’t need a lot of recourses to do good!
“Fashion is not only about appearance. It’s about relationships, history and traditions! Have fun and enjoy it! ”