Scan Magazine | Special Theme | Top Swedish Fashion Brands 2018
The noble art of knitting At the heart of this family-run company, you will find a serious commitment to exceptional knitting. In fact, the whole business idea is to produce sustainable knitwear aimed at a global market. What is striking about Holebrook is the inclusion of a Scandinavian spirit into every single stitch.
knitting technique also plays a role. It may sound very obvious, but knitting is a craft where knowledge about both yarns and knitting is needed,” Malin Karstorp explains.
By Pia Petersson | Photos: Holebrook
In 1991, the current owners Peter and Tina Karstorp bought the knitting factory SEATrikå, first established in 1936, and renamed it Holebrook. The main inspiration for this married couple was the sea. This, combined with a dedication to high-quality knitwear, formed the foundation of what Holebrook has become. Since then, the company has grown and developed at a slow but steady pace. “We still find our inspiration along the coast, but our collections are broader and now contain knitted, woven as well as jersey garments. We strive to create welldesigned, durable fashion with a Scandinavian spirit,” sales and marketing assistant Malin Karstorp begins. This being a family business, Malin is the daughter of the founders. One of the first garments the Karstorps designed and produced when they first 50 | Issue 111 | April 2018
started out, has also turned out to become something of a trademark piece of clothing for them. Tina Karstorp had an idea born from time spent sailing. Experience had taught her that irrespective of how warm the weather is, at sea there always seemed to be a need for that extra jumper. However, she figured that the most important thing was that the garment could withstand the strong wind on the sea, and not necessarily how thick it was. Consequently, five knitted jumpers with a thin, windproof layer of fabric on the inside were designed, and have become something of a modern classic. “Two of these jumpers are still included in our originals collection, albeit in an updated version,” Malin Karstorp says. At Holebrook, knitting is taken very seriously indeed, and considered as the true craft that it is. “Above all, the yarn defines the quality of the garment; of course the
Why the name Holebrook? Simple: “It’s the product of a bottle of wine and a world atlas. Holebrook is a little town in Australia,” Malin Karstorp smiles.
Web: www.holebrook.com