Scan Magazine, Issue 128, September 2019

Page 14

With a passion for fashion — and for a brighter future In an industry that has long been characterised by a throwaway mentality and easily replaceable goods with a short shelf life, TREEM wants to make a difference – for the individual as well as for society as a whole. Its bracelets epitomise this worthy aspiration – in production, story and design. By Pia Petersson  |  Photos: TREEM

First things first: TREEM stands for the True and Elegant Movement. True, to underline the importance of being true to yourself. Elegant, because this brand emphasises the significance of being elegant from the inside and out. The last word is key: the company is envisioned as being just that – a movement. “The future development of our society needs a bit of TREEM: a strong and representative foundation to stand on. 14 | Issue 128 | September 2019

We refer to our design language as raw elegance, which signifies that owners of our bracelets will dare to break out of a destructive pattern, which unfortunately many people end up in,” begins founder and CEO Carl-David Hagerbonn. It truly is an ambitious aim, but then Hagerbonn is an ambitious man with a lot of experience. After a long, thriving career in finance and tourism, living in

Sweden, Germany, Switzerland, Saudi Arabia and the UK, Hagerbonn decided it was time to try his hand at something new. “I often go back to my travels – both to when I travelled around the world on my own many years back, and to the extensive travelling I’ve done during my career: meeting people from different cultures, from all levels of society, all with their story, almost always with a good, humane intention. Eventually, I started to get that feeling of wanting to make a difference, more for real,” he explains. And so TREEM was born.

The basis of the production The TREEM bracelets are made from classic materials such as gold, silver

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