If you had to describe your career so far as a newspaper headline, what would it say?
“The Blue Thread.”
Throughout my career, jeans have been more than just a garment — they’ve been a lifelong passion, a craft, and the red, or rather blue, thread running through my professional life.
The journey started on the shop floor at JC in Uppsala. There, in the encounter with the customer and the material, my passion for denim was born. It took me out into the world and to iconic brands like Lee and Wrangler. As Design Director for Lee Europe, I led the creative work for one of the world’s most established denim heritages. The circle closed for a time when I returned to JC as head of Crocker Jeans, before moving on to the textile giant ISKO. There I deepened my understanding of global supply chains, material development and sustainability.
In 2019 I founded the consultancy Alternative Purpose SC. Through the company I have worked with global brands and players such as Salsa Jeans, Charming and Hans Boodt Mannequins, at the intersection of retail, design, product development, visual merchandising and digital transformation. Today I work at Avery Dennison, focused on driving the development of the retail technology of the future through digital solutions and sustainability.
The fashion industry is currently facing a far-reaching transformation, driven not least by new sustainability requirements and the need for greater transparency. Much of my work centres on the implementation of digital product passports (DPP) and RFID — solutions that will be decisive in creating the traceability, transparency and circularity the industry of the future demands.
Which industry do you come from, and which industry challenge do you think will be the most important to tackle in the coming years?
The fashion industry — from retail and sales to design, product development, merchandising and digital solutions.
I believe one of the biggest challenges ahead is finding the balance between sustainability and profitability. The fashion industry needs to change both how we produce and how we consume clothing, while companies need to find new ways to develop and create long-term growth.
The industry is under considerable financial pressure, with lower consumption, fierce global competition and rapidly shifting consumer behaviour. For me, creativity and courage — daring to think differently, challenge old truths and find new ways forward — are therefore two important keys to success.
The future is also about the digital transformation and about meeting the new EU requirements on sustainability, traceability and transparency. At the same time, we need to accelerate the move towards a more circular economy and find business models that are sustainable in the long run. The challenge will be to see these changes as opportunities and to create new solutions that strengthen both the industry and its future business.
What experience do you bring to the board?
Above all, I bring broad, global experience and expertise from my many years across different parts of the fashion industry. That has given me an understanding of the entire value chain — from product development and production to sales, retail and business development.
A warm welcome to the board, Peter!
