Stepping up for tradition Long before the Great British Bake Off craze swept across the world, Swedes were making time for sweet treats. The cultural relevance of baked goods is difficult to explain to someone who hasn’t encountered it themselves, but many will tell you: ‘fika’ – a break for strong coffee, good conversation and delicious baked goods – is sacred to the Swedes.
than I thought it would. I’m just designing based on my own favourite foods, so the fact that so many other people are enjoying it as well makes me so happy.”
By Amanda Düring |
Creating all the designs himself, Blomster is the creative mastermind behind the brand. The focus on food, and the other Swedish traditions the brand showcases, has provided a sense of direction for the brand, and a niche that customers love.
Photos: Svensk Husman
It comes as no surprise, then, that sooner or later, someone would come up with the brilliant idea of fika-inspired clothing. Eric Blomster founded Svensk Husman in 2018 to bring bright, whimsical socks to fans of the classic baked goods.
items was an easy one. “I love cooking, so it just made sense to incorporate that interest into my business. It’s pretty niche, but it’s taken off far more quickly
Quality and creativity
“The idea came to me when I was on holidays in Spain,” says Blomster. “There was just something about being surrounded by this proud culture that made me think that I’d love to showcase what I love about Sweden.”
“I’ve got a whole wall full of new ideas, so there’s no risk we’ll run out any time soon. We started with food, but there are so many things we want to showcase. We’ve expanded a little to also include non-food-related traditions – we created one pattern based on Midsummer, for example.”
Blomster being a trained chef, the decision to focus on classic sweets and food
It’s not just as simple as creating a design and sending it off to a supplier,
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Issue 139
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February 2022