Scan Magazine | Mini Theme | Made in Norway
A ‘casual cool’ style that will stand the test of time Senze of Joy lives up to its name by creating interior items and clothing that indeed bring joy. Originally winning over customers with its sophisticated sequin cushions, the brand has expanded into fashion and interiors, characterised by its neutral colours and timeless style. By Helene Toftner | Photos: Senze of Joy
The two sisters Hege Støkken and Gro Elin Svartdal started making sequined cushions in 2005 under the label Senze of Joy. They soon added a small and sophisticated clothing collection in natural textiles, with hand-knitted pullovers, cardigans and blankets made of 100 per cent Alpaca wool. In 2014 Gry Bergstrøm joined, and the three expanded the clothing collection with great success. “Our customers very much welcomed our new line of clothes,” says co-founder Svartdal. Famed for their sequin cushions, they emphasise that the style is “not too glam” but rather sophisticated with the exclusive metal sequined cushions. The style is described as ‘casual cool’, inspired by ethnic traditions, a bit of classic Scandinavian minimalism, and a hint of hippie. The company has made its mark through authentic qualities, good design and natural colours. Even though they mix it up with one or two brighter colours
in the clothing collection, the clothes and interior items match superbly. “We think that if you like a certain way of decorating your home, you often feel the same about what you like to wear,” says Svartdal. They have clearly struck a chord among customers who largely look for something more authentic and lasting. “Some of the customers come back for similar cushions they have had for many years,” Svartdal smiles and adds: “While we stick to our ideas and style, we always look for new ideas for designs and to make sure we develop. We want and need to feel proud of what we do.” Along with private customers, Senze of Joy has become a hit among architecture firms and designers and, impressively, five-star hotel The THIEF in Oslo, Norway’s only member of Design Hotels, a careful selection of boutique hotels around the world.
Senze of Joy has just opened a shop in Oslo in addition to being sold by nearly 70 retailers across Norway as well as through their website. For inspiration, please visit www.senzeofjoy.no and follow them @senzeofjoy on Instagram.
Issue 95 | December 2016 | 51