These small brands are making a big impact, and we are here for it
As the Norwegian Fashion Editor it's important to always have my finger 'on the pulse' when it comes to the brands who are creating a buzz in Oslo and further afield in Norway. From genderless brands to labels that champion traditional craftsmanship, these five brands have the Vogue Scandinavia seal of approval and make my heart skip a beat.
Ilag makes designs for multiple wears. Their aim is to make clothes so comfortable you wouldn't dream of taking them off. They repair and redesign clothes that are returned to them and if they have garments that are not sold out, they will upcycle them to make it more appealing to the customer and thus sell it. They are acutely conscious about the textiles and fabrics used in their designs; if they happen to find some left over fabric or yarn from another production at their factory they will recycle that fabric and give it a new lease of life.
Flesh is a genderless clothing brand founded by designer Malin Molden. The ideology behind the brand is to dress all identities without gender constraints and to celebrate the beautiful 'push and´pull' between femininity and masculinity. Malin's fondness for kitsch embodies the visual identity of the brand, taking inspiration from the unlikeliest of places; the meat industry. Inspired by the craftsmanship of local butchers and take-out food Malin's goal is to season our bodies with bright colours, vibrant prints with a dash of sequin and the occasional funky accessory. Their designs are never out of date and made for anyone daring enough to wear their designs.
Elisabeth Stray Pedersen designs for the consumer who wants to dress responsibly. The label is known for its iconic blanket coats in pure wool. The garments are crafted from Norway's finest lambswool, made from the crossbred sheep that have been walking freely in the highlands around Gol in Norway. They can proudly say their wool meets Nordic eco-label standards and are indeed Woolmark certified. Pedersen uses traditional craft techniques and makes pieces such as reversible coats and cosy scarves that are often adapted from existing patterns.
East meets West in a perfect merging of cultures exemplified by Soyaaulait. This brand is exceptional for their materials; lamb shearling and cashmere, combining a timeless perspective with clean shapes while forming a modern comfy look and without compromising on quality. The designer Ying's appreciation of craftsmanship stems from her early childhood, growing up in Miao, southwestern China. A region where folkloric traditions reign supreme, obvious in the vivid colours and detailed handicraft of their traditional costumes. Soyaaulait's work with independent artisans and craftspeople allows them access to a wealth of skill and techniques that bring a unique story to each garment.
Designer, Oggo Mecelina is inspired by the "ugly- beauty complex" when it comes to creating clothing for her unisex brand Oggo Joe. She does this in a unique way by using humour and a more playful approach in the garments - in the hope of awakening the "attention and joy of those who wear it." The brand's main concern is inclusion; when it comes to both body and gender. This means that they work with large volumes, vibrant colours and quirky silhouettes, the result is clothes that are comfortable and fun for everyone to wear.
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