How does it feel to have received the Trade Partners Sweden Scholarship 2025?
Absolutely fantastic! It always feels great to be recognized and appreciated, especially in a time when it’s easy to question your own existence as an agent in the fashion industry.
Nordiska Ullmärken has a strong sustainability foundation – how was the idea for the company born, and what was the original vision?
Personally, especially as a parent and having lived in Norway, I have experienced the benefits of wool in every way. The company started with the future of my children in mind, as well as for my own and others’ wellbeing, with the goal of promoting more natural materials in stores. However, it proved difficult to make a living from, so the business operated for many years alongside part-time jobs.
Now it is run full-time, and I am particularly grateful for customers who have stayed with us over the years and purchase timeless garments, such as Iris Hantverk in Stockholm. Over the years, I have sold brands such as Janus, Mariedal Design, Gudrun & Gudrun, Mocklis, Aspekts, Jalfe, and By Basics, while continuing to represent Sirri, Esencia, GRnature, Bohéme, and Funqwear.
Wool is at the heart of your work. What makes wool so special as a material, in your opinion?
Wool is a renewable resource with unique properties. It is temperature-regulating and suitable year-round, even in warm weather, as it insulates and absorbs moisture. Thanks to wool’s natural characteristics, sweat does not produce odor, and because dirt is naturally repelled, garments do not need to be washed as frequently as other materials.
You often emphasize the connection between natural materials, health, and wellbeing – how is this reflected in your garments?
Wool provides comfort; it retains the scent of home and is completely natural, without chemicals or additives. Those who wear wool feel good in all weather because the material breathes, regulates temperature, and keeps you warm even when wet. It is a fiber that truly interacts with the body.
What changes do you see in consumers’ interest in sustainable and natural materials right now?
It is paradoxical. Interest in natural materials and sustainability has never been higher, but at the same time, raw materials have become more expensive, and consumers are more price-conscious. High-quality products require greater effort from store staff, and buyers carry significant responsibility. There is too much clothing in the world; the future requires fewer but better garments and more rational management at every stage. In many ways, this is very inspiring.
How do you plan to use the scholarship – are there any specific projects or areas of development you want to focus on going forward?
The scholarship will be used to deepen material knowledge and strengthen contacts both in the customer and supplier chains. We want to produce wool sweaters with local identity, preferably using Swedish wool and production in Sweden. The plan is to map production sites and the availability of Swedish wool, supported by networks such as The Swedish Wool Initiative and participation in Wool Talks. I will also gather knowledge through the Textile Academy at the Textile Fashion Center.
Developing a business is an ongoing process. At present, we sell ready-made collections and offer tailoring, for example for Mandelmanns Trädgårdar, who receive their own private-label vest and slipover.