By Signe: A Danish Brand + Women As Artwork

Hanna-Amanda P. G. December 16, 2016

By Signe is a Danish fashion brand dedicated to catering honest and feminine easywear for the independent and creative woman in a modern society. By Signe stands out not only by its clean candy-coated aesthetics and having the whole honest production process from A to Z taking place under one roof, but also seeing women as artwork that should only be wrapped in the dearest delicate comfort...

How would you classify the woman By Signe is meant for?

Actually, describing a muse like this is a bit unnatural for me, because I never wish to exclude or discriminate. But I am inspired by natural women who are more art than beauty. I am inspired by independent and creative women, and I wish to create healthy and comfortable garments for the natural woman in a modern society.

What was the main catalyst leading you to create a sustainable brand?

I have a huge conscience, so when creating the brand, it was essential for me to create a product that I could vouch for 100 per cent. [I was motivated by the concern that] the fashion industry is one of the most polluting in the world. By setting up my own production in-house, I wish to prove that it is possible to combine design and handcraft based on ethical principles, in order to create a deeper dimension of honesty and soul behind the brand in today’s industry.

"I am inspired by natural women who are more art than beauty."

What are your personal tips for looking good, but consuming less?

I would encourage the consumers to build a beautiful basic wardrobe of organic clothing. These garments, if chosen well, should be long-lasting and live through several seasons. Also, I would ask everyone to recycle and donate instead of throwing anything away.

How does By Signe stand out from other responsible fashion brands out there?

By Signe definitely stands out for having gathered the entire design process under one roof. Our creative studio is located in extension of our production — cutting, finishing and packaging area. This ensures full control of all parameters and the required quality of the entire process.

Our in-house Danish production ensures absolute ethical security in a non-discriminating, healthy and safe environment. We cover everything around the garment sustainably too, such as size and care labels, which are handprinted on organic cotton. All sewing thread is made from organic cotton. Hangtags, printed material and packaging are made from recycled and recyclable paper.

"I wish to prove that it is possible to combine design and handcraft based on ethical principles, in order to create a deeper dimension of honesty and soul behind the brand in today’s industry."

Your branding is sophisticated, yet simple and unique. Where did you take inspiration for Creative Direction for Signe?

My own personal aesthetics are directly reflected in the visual profile of the brand. This comes from constantly being open for inspiration and developing it over time. I find inspiration mostly from old books, poetry, photography and travel, and I combine this with my passion for luxurious soft organic materials and comfort.

"I find inspiration mostly from old books, poetry, photography and travel, and I combine this with my passion for luxurious soft organic materials and comfort."

If you could make one major change in the fashion industry today, what would it be?

This could be really abstract, as my first priority would be to make sure that everyone involved in the entire industry is treated well. It would include many more larger changes, obviously, as all is connected. We strive for all fabrics to be organic and certified by The Global Organic Textile Standard (GOTS) which is recognised as the world's leading processing standard for textiles made from organic fibres. GOTS defines high-level environmental criteria along the entire organic textiles supply chain, and requires compliance with social criteria as well, such as freely chosen employment, no child labour, safe and hygienic working conditions, payment of living wages and reasonable working hours.

http://www.bysigne.com

Bedremode.nu — Scandinavian Style Christmas, Without the Stress

Hanna-Amanda P. G. December 7, 2016

I have a winning Christmas mantra this year that goes, “I refuse to stress”. There are many reasons for stress during the holiday season, and I believe that without kids, I am spared of most of them.

Hi, My name is Johanne, and I refuse to stress. I also run a blog focused on sustainable fashion called www.bedremode.nu, and I am happy to share my thoughts on traditions and presents.

But the biggest stress factor for me I believe — like for many others — are my own expectations. Expectations taking the shape of homemade Christmas cookies, a clean and well-decorated house, the perfect gift for grandma and attending fabulous Christmas parties.

So this year I said ‘no’ to the alarming voice in my head, and decided only to participate in the traditions that bring me the most joy with a stress-free mindset. Totally Mari Kondo and all.

*Copyright: Johanne Stenstrup, bedremode.nu.*

My Most Loved Scandinavian Christmas Traditions:

Finding my old Christmas decorations and scattering them all over the house. Our decorations don’t necessarily have a theme, but each piece has a history, a story to tell. These knitted Christmas balls were a gift from a friend, who learned to knit them all by herself.

Having bowls of Christmas snacks standing out. I don’t know about the rest of Scandinavia, but in Denmark we eat so many clementines in December, and I eat my fair share along with cacao covered dates, marzipan bites and nuts.

Lighting candles and just hanging out at home. I think December is best enjoyed in slow motion, and candles need paying a little attention in interior. So I light some, then find a good book (or blog) and just enjoy the cosy, dim-lit atmosphere at home.
Going for an evening walk through the city centre to enjoy the lights. I make sure to go after the stores have closed and the stressful shoppers have vanished. That way I can take a good friend for a walk and just enjoy the decorations, merry atmosphere and festive lights.
Contemplating the perfect present for my grandmother. This year my family decided to draw names from a hat and only buy presents for one family member. Much more stress-free! I drew my grandmother, and I am determined to get her a great sustainable present she will remember for long.

"But the biggest stress factor for me I believe — like for many others — are my own expectations."

Get Creative with Stylish and Conscious Presents

When it comes to presents, I like giving a mix of practical and stylish. I have picked some of my favourite conscious presents this year.

Soy candles are much better for your home’s air quality, so stacking up on them for you and your loved ones can make a better, cleaner and more cosy Christmas. Since I switched I haven’t looked back. http://webshop.mirins.dk/collections/candles/products/soy-candle-recharge-lemon-ginger-lemongrass

Luxurious socks are great for people who don’t want anything. I don’t believe many people would buy expensive socks for themselves, but once they try these, they might become addicted. So be aware. https://www.aiayu.com/collection/accessories/aiayu-friends-single-pack.html

Yoga pants in organic cotton for the sister or friend, who is always on the move. These from Danish The Baand are made from soft pima cotton, and look good for both workout and relaxing. http://www.thebaand.dk/collections/yoga/products/melissa-rib-leggings

Window farm starter kit for the garden lovers who live in the city. The Urban Garden Company have made starter boxes with organic seeds which makes getting your green thumb on so easy, it’s hard not to want to start growing. http://urbangardencompany.dk/collections/startboxe/products/basis-startbox

Recycled beanie. If I was gifting a guy this season, I would get this hat from Swedish brand Nudie Jeans — they have been sustainability forerunners for years, and I love how they are turning cotton waste into great hats. https://www.nudiejeans.com/product/nicholson-recycled-beanie-blackmelange

Fonnesbech's DNA of Intelligent Functionality

Hanna-Amanda P. G. November 24, 2016

Fonnesbech is a Danish label with its heritage taking us back as far as to 1847. Without compromising its delicate DNA of intelligent functionality and the tailored quality of impeccable classics coined by Anders Fonnesbech’s legacy, the brand was re-launched in 2014. Aiming to deliver history and craftsmanship not starved of sustainability, Fonnesbech’s vision remains embedded in creating a captivating capsule wardrobe — long-lasting designs that are forever relevant. Fonnesbech’s take on innovating the urban classics may make you forever want to do pirouettes in their elegant silhouettes. We ventured into Fonnesbech’s maison of multipurpose classics with Andrea Friis Laursen, Brand Manager of Fonnesbech.

What are your brand's principles related to sustainability?

We get everything produced within Europe. The fabrics we work with need to have a sustainable story, for instance certified GOTS or Oeko-Tex, as well as recycled and organic materials. We are continously searching for new, innovative fabrics. We do not compromise the final look of the product, regardless of sustainable production.

You mention the multipurpose functionality of your garments. What's your take on the concept of 'capsule' wardrobe?

We think that having a ‘capsule’ wardrobe in good quality is a luxury nowadays. We like the thought of wearing clothing, which hasn’t affected people, animals or the environment in a detrimental way in the course of its production. We create clothing that contains no harmful chemicals and we aim to design clothing that you feel you can’t live without — be it in five or ten years.

Who is the woman of Fonnesbech?

She is an ambitious, driven and conscious woman, who loves good quality items and classic design with a twist.

How to still look chic with buying less?

It is essential to build a wardrobe formed of classics in good quality, like the trench coat, the light blue shirt, little black dress and jeans. It is also important to take care of your clothes as much as you care about your own hair and skin. The fibres will stay intact longer, if you lower the temperature when washing. Do not tumble dry, buy a lint roller, and do iron your shirt every once in a while. It’s actually the little things that matter.

"It is essential to build a wardrobe formed of classics in good quality, like the trench coat, the light blue shirt, little black dress and jeans. It is also important to take care of your clothes as much as you care about your own hair and skin."

What are the main improvements in the clothing industry you look to push forward with Fonnesbech?

We want to be an example of sustainability that is modern, innovative and cool. We want to make timeless clothes you want to keep forever and use season after season, without failing to still look chic.

In year 2026, where do you see sustainable fashion stand?

We are wishing for the day to come, where sustainable fashion becomes mainstream. Instead of having to carefully search for sustainable clothing as today, the conventional part will take much less space in stores. The speed of the technological development should make it realistic, or at least that is what we hope for.

https://fonnesbech-cph.com

AIAYU: 100% Social Mission Oriented Danish Label

Hanna-Amanda P. G. July 28, 2016

Incorporating a human story into fashion making is one of the core values for Aiayu. Working with authentic, raw materials found in Nepal, Bolivia and India, the foreign-sounding Danish label brings you immaculately crafted fashion basics by skilled local artisans. The transparency factor behind the certified Scandinavian label? In addition to educative story telling about the origins of materials, Aiayu religiously equates the aesthetics with a larger environmental benevolence. With the help of a skilled pair of hands or two, Aiayu proves that a 100% responsible social mission is the only way forward in today’s sustainable design industry.

What are Aiayu’s principles and philosophy?

In a world filled with meaningless products made via mass production, it’s becoming more and more important to choose products with a soul, from companies with a conscience. At Aiayu, our concept is all about natural, organic materials handmade by artisans using ancient techniques to create timeless designs born to be worn, lived with and loved. [We are interested in] involving working conditions that comply with international standards, as part of a certified sustainable production process designed to minimise any harm done to the planet, or the people who inhabit it.

What's the biggest accomplishment for Aiayu so far?

Some accomplishments have been [reached] internally, so to speak. Having the factory in Bolivia WRAP (Worldwide Responsible Accredited Production) certified took many years and is a big step forward in a Third World country. Another accomplishment is to be seen in the company of Gwyneth Paltrow in her new cookbook. [For us it means a lot that] people take a liking in our brand, because it is beautiful and comparable to other brands that are not necessarily sustainable. [The fact that] our products are attractive enough in itself is a big accomplishment.

What Third World regions are you working with and how does it go together with your social mission?

Our social mission is to produce, where the material originally comes from and where they have the specific skills to work with it. We want to preserve the heritage of the people who we work with, and make them proud of something they take for granted. Today we work with Bolivia in knits, India for cotton and Nepal for cashmere and yak. The origin determines the quality. We are deeply rooted in our love for natural materials - these exquisite raw materials are the main source of inspiration when creating our product range, and they continue to inspire us to evolve our concept. Our idea is to simply refine what nature has already designed so beautifully.

“I hope we stand out in telling the story not only as a marketing tool, but giving people a feeling of being close to the process and the people behind it. […] It’s the human story we need to transcend to the end customers.”

By what it feels like, more and more Scandinavian brands are pushing forward ethical principles in their businesses. What’s unique about Aiayu’s approach?

I hope we stand out in telling the story not only as a marketing tool, but giving people a feeling of being close to the process and the people behind it. We get initials engraved inside the garments to trace the women, who knitted them. These are they stories people want to hear and relate to, much more than just a certification. It’s the human story we need to transcend to the end customers.

How can we make something that affects us all on global scale reach its meaning to the end consumer? Could it be a question of personalising, creating a story that delivers around it?

As mentioned above, I think it is very much about telling a personal story of the people behind [production]. Teaching people something. People want to learn and get skilled. Working in depth with our factories and materials, we have knowledge that we have to keep on reminding ourselves to share and not take for granted. Sharing our brand’s personal story means educating people in a good way…

In your opinion, what are the key concerns the fashion industry still faces? If you could make one change that has no reverse effect, what would it be?

The massive consumption and fast consumption of clothes. Overproduction and overload of needs, fast-moving trends. Purchasing long-lasting pieces makes you value your clothes even more. At Aiayu, the quality of the clothes also has the effect that people buy fewer pieces from us, but they come back. They naturally buy fewer pieces because the last for a long time, but the longevity and durability of the product makes people feel they get the value for money. Our customers understand the value of good quality.

“We are deeply rooted in our love for natural materials - these exquisite raw materials are the main source of inspiration when creating our product range, and they continue to inspire us to evolve our concept.”

In addition to selling fashion products, how important is it to educate people on how to take care of their fashion purchases?

It is super important! [This is] to make them appreciate their products, old and new. Our marketing approach also incorporates a mission to make people proud of what they have already purchased, not only to think about what they are going to purchase next. It is conflicting with our short-term business goals, but we believe that it is a long-term achievement that will come back to us well.

“Our marketing approach also incorporates a mission to make people proud of what they have already purchased, not only to think about what they are going to purchase next.”

In your opinion, has the digitalisation of our culture made it harder or simpler to spread your message? Is there anything you would change about this surrounding 'fast and more' culture?

If the media is used right, I think it gives us a unique opportunity to connect directly to the consumer, and to break it up into fewer pieces, so that people can consume [the information]. Instagram and Facebook feeds deliver information in smaller bits to make people read more without losing interest, whereas a website often makes them just to look at the pictures. About the social media influence as a whole, I think you can use it to your advantage – even though these fragments are fast-moving. But before starting, make sure you have your vision and goals clear far afield.

https://www.aiayu.com