5_ScanMag_77_June_2015_Text_Q9_Scan Magazine 1 05/06/2015 16:48 Page 53
Scan Magazine | Special Theme | Made in Norway
Designs for any occasion Grete Marchmann-Jensen designs clothes for a rainy day as well as celebratory events through the brands SØS Jensen and Maxemilia. Being sold all over Norway as well as delivery options to the UK, there is no reason not to be dressed for the occasion. By Helene Toftner | Photo: SØS Jensen and Maxemilia
While Maxemilia offers celebratory costumes for children, SØS Jensen makes fashionable windstoppers. “I find inspiration everywhere I am, in the weather and from old traditions,” founder Grete Marchmann-Jensen says.
costumes for children with stunning details. “The national costumes were, and still are, the nicest piece of clothing people could wear. I wanted to use that focus, but still design innovative and new pieces,” Marchmann-Jensen says.
Marchmann-Jensen established her first brand, Maxemilia, in 2001. Having been brought up in a family with strong traditions within the textile industry, as well as being an acting advocate for children’s clothing for years, Marchmann-Jensen longed to create something on her own. Finding inspiration in traditional ‘bunader’, the national costumes of Norway, she started to design celebratory
With more than 50, 000 sold costumes all over Norway, there is no doubt customers agree that her designs are pleasing the crowds. Focusing on quality wool and linen, the items can be handed from one little girl to another. “The national costumes are often handed down from one generation to another, which creates a lovely bond. We hope to see the same with our costumes,” Marchmann-Jensen says.
Shortly after the almost instant success of the celebratory clothing MarchmannJensen’s sister suggested looking into raincoats. Perhaps no surprise as they come from Bergen, the rain capital of Europe, where fashionable and nice raincoats are much desired. “They are aimed to make your rainy day,” MarchmannJensen grins and continues, “While starting out as shelter against rain drops, they are more versatile today and can be used in any weather conditions.” The SØS Jensen coats are sold all over Norway, and can even be delivered to the UK, Germany and Canada, while its male equivalent, Marchmann, run by the original founder’s son Jørgen Emil MarchmannJensen, is due to launch this autumn.
For more information, please visit: www.maxemilia.no www.sosjensen.no
Issue 77 | June 2015 | 53