My main driving force has always been to do things in a better, smarter and more straightforward way than anyone has ever done before. I am meticulous about details and never quite satisfied, but instead constantly looking for new perspectives and improvements.
I have basically always worked with clothes, but my career really took off when a friend and I opened our store, Nostalgi, in Gothenburg 1997. We had come across a large quantity of unused garments from the 1940s—1980s that included everything from suits and dresses to t-shirts and underwear. After a while, we noticed that a lot of designers bought the clothes and put their own tags on them. We realised we were sitting on a goldmine of inspiration and decided to start our own clothing brand, Velour.
Since then I have owned several companies and brands, as well as been the creative director at Stadium and Dressman, for example. At Dressman, I was responsible for the collaboration with the Rolling Stones. I designed the garments and travelled back and forth to New York to get everything approved. It was hard work, but I was very pleased with the results.
Sustainability is the cornerstone of Blankdays and a top priority in everything we do. All aspects of our business – from materials to logistics, offices and warehouses – should have as little impact on the environment as possible. Having worked in large-scale clothing manufacturing, which has a very negative effect on the environment, I want to use my knowledge and experience to alleviate the pressure on our planet.
