INTERVIEW #41 ANNIKA SUNDIN

“Pre-loved makes magic for your diversified wardrobe, the environment and your wallet.”

Occupation: Annika runs her own business and is a consultant within communication and sustainable business development.

What’s your relationship with clothes?

Clothes are one of my biggest interests. I love it and it sparks up my life! I feel that I can enhance my personality through what I choose to wear. Also - I love to bargain! By prioritising second hand first I can bargain all the time. Pre-loved makes magic for your diversified wardrobe, the environment and your wallet. 

How would you describe your style?

I would say that it depends on my mood. I would not say that it depends on occasion, I can wear whatever whenever. Nowadays I dress more and more comfy. Especially now in Covid-times. I used to have more of a trendy and fashionable style, always dressed in high heels, but as I split my time between the city and the countryside I have realized how great it is with more comfy clothes. You can still be stylish if you wish. If I were to describe some red threads in my wardrobe it would be that I almost always dress in colour, I don’t even think that I own anything that is black at least not top-wise. I would say that almost all of my pants are flared, inspired by the 70:s. I love jeans and wear it both in trousers, blouses and jackets. Jeans on jeans is one of my specialities. Wool is a material I love, both because it´s a material that lasts for years and years and I’m always cold so it´s perfect in that aspect too.

“I´ve realised that I’m very inconsistent. I buy something and I think that I’m going to love it forever. But I get tired of it easily.”

How would you describe your closet?

To start with it´s colourful – I love pink and that shows. And it´s actually quite small. I’ve been downsizing and circulating clothes for quite some time now. But I am definitely not a minimalist. I have just taken out and circulated clothes that I didn´t use that much. What is left now are clothes that fit me well and clothes that I really love. I would also say that it’s very mixed. I have everything from stylish vintage dresses, to pre-loved clothes from the fast fashion chains. I also have sustainably made clothes from sustainable brands, like Houdini. I´ve realised that I’m very inconsistent. I buy something and I think that I’m going to love it forever. But I get tired of it easily. I have some items that I’ve kept for years and those are normally made of wool or denim. 

What is a sustainable closet for you?

It’s a closet full of things that you love and love to wear. Preferably the garments are pre-loved or sustainability produced. A sustainable closet is a closet with clothes moving in and out. Sharing is caring! We should share our clothes much more. Just not buying and selling. But also lending. I´m lucky now that my oldest daughter is almost the same size as me. I normally find my clothes in her wardrobe. And I must admit that I think of both of us when I buy new clothes for her. 

“A sustainable closet is a closet with clothes moving in and out. Sharing is caring!”

What do you think about the fashion industry? 

I think it’s too large and that they impact too much. We are so used to having an H&M or a Zara store around every corner and we don’t even question it. It’s just the way it´s supposed to be... Most people don’t realize the costs behind the industry. We just see a nice shirt. We need to look at and evaluate the whole value chain - everything from the workers conditions to the chemicals, to the transportation to the land-fills. Most of that is not visible and transparent today. Also, the fashion industry has a big responsibility when it comes to norms. I feel so sorry for the youngsters who need to keep up with all the trends and norms. I´m thankful that I´ve passed that stage myself. On top of that we have all influencers who intensifies this, both around norms and around shopping patterns. They could really make an impact in changing the industry instead. Imagine if all influencers became impacters and started to leading the way – that´s what we need! All fast fashion companies need to change. At the moment, most of them are too slow - so we need to help them by pushing them. I mean, when we stop supporting the unsustainable and stop buying so much crap, crap won’t be produced. But I can see the light! There are many new companies that are great! And the traditional clothing industry is slowly waking up. I just hope that it’s not just greenwashing they are focusing on, but rather real change that makes a difference.

“The fashion industry has a big responsibility when it comes to norms.”

What do you believe needs to change?

Many things. Both on a personal and on an industry level. The industry needs to take new brave decisions. It is not enough to launch just one sustainable collection and see that as a tick in the box. They have to turn it all around, the whole business model. What if the prices showed the real cost? Then the industry would be more fair. Corporations would do better if they started sharing knowledge and even collaborated between industries. Sustainable ways of working and sustainable ways of developing shall not be kept a secret, it should be shared! This is crucial for the change to go as fast as needed. Also, when we buy newly produced things, we need to be interested in the whole manufacturing process. Ask questions and demand answers. Say it out loud that the brand could do better if that is your conclusion. We need to ask for the change. I also think that we need to take more care of what we already have. Mend and upcycle. And circulate more. We are a group of people who have started to circulate, but we are still the fore runners, so share with others what your good experiences are and bring more people onboard. I believe that most people still have the misconception that second hand clothes has a bad smell and that they are in a bad condition. That is not how it is anymore. To round this off I want to condition that we do as others do. And here I see an important role for the influencers and celebrities showing that they re-wear their clothes. It’s very impactful when celebrities reuse the same garment several times, it changes norms.

“We are a group of people who have started to circulate, but we are still the fore runners, so share with others what your good experiences are and bring more people onboard.”

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

• Take care!
  Use what you already have and take care of it. Mend things that needs mending. 

• Circulate! 
  Especially if you are like me and like to change your style. 

• Upcycle! 
  Be creative and change things. If you don´t have the knowledge yourself, there are people who have the knowledge! Go to a tailor or go to someone, maybe a friend, who knows how to do it. My Mother for example is really good at sewing and knitting. I don’t have any skill at that, but I have the ideas. So we exchange services. We cook for her now in Covid-times and leave food on the porch we also help her with her IT-obstacles. Just be kind to each other and share knowledge!

•  Buy classics!
  If you buy something newly produced, buy classics and things that lasts. A high end brand or a really sustainable garment can be used for generations. I heard the other day of a bag that was worn by four generations. That´s sustainable! 

• Have fun! 
  As I always say - no fun no change! 

• Act! 
  We are all in this journey together. We have to respect that we are at different places on the scale, some do some changes and others do other changes. But the most important is that we act in one way or another and that we bring more people on board. When doing this together we can move mountains!

Follow Annika on Instagram (medveten_i_stan) or connect with her on LinkedIn!

“To round this off I want to state that we do as others do. And here I see an important role for the influencers and celebrities showing that they re-wear their clothes.”