Scan Magazine | Design Profiles | Jeanerica and Pillowtalk
Sustainability, beauty and democratic thought in a pair of jeans “One might say that our items have a city feel about them, but in the end, it’s more about mindset than location or social affiliation when it comes to the customer we aspire to attract,” says Jonas Clason, who, together with Lena Patriksson Keller, co-founded the Swedish jeans brand Jeanerica, which launched in Copenhagen in October 2017.
duction. With a limited number of styles, Jeanerica’s focus is to create beautiful, high-quality jeans that can be the pillar of your wardrobe every single day.
By Nina Johansson | Photos: Jeanerica
As a brand, Jeanerica plays on the classic Scandinavian design features: minimalism and clean lines – but with its very own twist. The aim is to create your favourite pair of jeans in a modern yet timeless style, embracing the notion that one perfect pair is all you really need in order to shine every day. The concept of sustainability runs through the entire brand image, all the way to the production line. All the designs and the fabrics used are original Jeanerica creations, and more than 95 per cent of the items are created using organic and recycled fabrics, making the end
product much more than merely a simple fashion statement. Jeanerica’s Scandinavian roots run deep, giving a brand inspired by the idea of creating a feeling of inclusivity and warmth throughout. It was always a priority to conceptualise Jeanerica as a brand that had a democratic feel to it – lovingly crafted, perfect pieces of clothing for the many, rather than the few. Likewise, in the truest sense of sustainability, Jeanerica leaves short-lasting fashion fads to other players on the market, while establishing long-term validity in both design and pro-
Web: jeanerica.com Facebook: jeanericajeans Instagram: @jeanerica_jeans
Fashion and bed linen for everyday luxury Pillowtalk is an exclusive brand that makes bed linen out of the finest Egyptian cotton and clothes out of beautiful cashmere. “We want our products to be a part of your everyday luxury,” say founders Karin Ramberg and Filippa Johansson. By Hanna Andersson | Photos: Jockum Klenell
Ramberg and Johansson established Pillowtalk in 2014 and have since built a brand that offers high-quality cotton and cashmere products that are affordable, becoming a big part of your life. “You use the clothes you feel comfortable in, and we believe that it’s worth paying for good quality. We are almost always wearing our products, which have become essentials in our wardrobes,” say the founders. “We believe that it is possible to create sustainable fashion, and we want our clothes to be timeless garments, in basic colours and shapes, that you can wear your whole life. We do, of course, experiment and follow trends – but we always have our basic collection of everyday fashion.” 26 | Issue 123 | April 2019
The brand only works with the finest cotton from Egypt and cashmere from China and Mongolia, which have been tested by experts. “Quality is extremely important to us. Twice a year, we go to see the factory that produces our products in China, and we’re grateful to have a good relationship with
them. We only have ourselves to rely on, and we go through every detail of the process.” Pillowtalk does not yet have an international website, but that does not mean that you cannot buy their exclusive products. “We are happy to deliver abroad! Just email us and we can arrange it. However, we are working on expanding our web shop to offer an easier way to buy our products.”
Web: www.pillowtalk.se Instagram: @pillowtalk