This is why
I find myself sitting in one of my favourite independent coffee shops in
London, sipping coffee with Sofia Kullberg. Sofia, 24, is originally from
Sweden (which makes me love her already), and studies fashion. She does
modelling every now and again too, but what she really wants to do is something
creative, something that she is passionate about. I am impatient to hear more
about her plans to start her own knitwear brand, DKDNT LAINE (“decadent wool”
in French) and wonder how she decided to pursue a career in the fashion
industry.
Fashion is
a hobby for a lot of girls, but what makes one dive into the professional world
of fashion? I smile as she tells me that her grandmother was her inspiration as
she grew up. “My grandmother was the one who used to take me shopping and make
things for me and when I went to her place I always used to dress up in her
high heels. “ She shares that her parents have always been supportive of her
too. “I wanted to do something that I enjoyed for a living and guess I have
always been quite creative and used to enjoy subjects like art in school. “ Even though she is currently in the final year
of her Fashion Merchandising degree, Sofia admits that she has always had a
strong interest in textiles and the way clothes are made. “ Going back I think
I should have done a textiles based degree. It might have suited be better. “
Some of her inspirations
We talk
about some of her creative projects as she humbly brushes off my compliments in
a self-critical manner. She loves making things herself, and knitting is one of
the things she has taken up in her free time. I have to be reminded that the reason
we meet today is her love of knitwear and the knitwear brand that she is
looking to develop. Why knitwear though, I wonder as she tells me how much she
is into tailoring as well. “I just love knitwear. It’s cozy and it is
warm. I also love different textures,
which I think you can get out of knitwear, using different fibers and yarns.
And I also think knitwear is underestimated. ” I agree with her. Designers do
not experiment enough with knitwear. I recall the exquisite pieces I saw at the
exhibition and think about knitwear’s untapped potential.
I am curious
to know why she has decided to focus on this niche category. After all there
aren’t that many mainstream brands that come to mind who do knitwear only. She
remembers being inspired by the Faroe Islands brand Gudrun Gudrun as she grew
up. “ But I wouldn’t have that sort of aesthetic for my brand, my taste is
quite minimal.” Typical Scandi. But I love it. So where does she find inspiration
now? “ I guess I would always go back to Sweden, nature is also something that
inspires me, as well as going back historically and looking at different
cultures. And also, just looking at what other people are doing. “
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Gudrun Gundrun AW15
As
we laugh like schoolgirls talking about their crush, we delve into a more
serious topic. One that has been the central issue of concern in the fashion
world for the past couple of years. “Something
that drives me as well, is the ethical side of fashion. I have always been interested
in that. “ She is against fast fashion and over-consumption, but admits that unfortunately
she is part of it too. I don’t agree as she later on she tells me about how
much she values quality garments, vintage pieces and enjoys second-hand
shopping. “I really want to do something that is authentic; I want to create
things that last. I also believe in using just natural materials that can be
sourced locally and employ people locally that can produce those garments.
“
I now can't wait until she develops her brand. Can we start the countdown?
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