Scan Magazine | Special Theme | Our Top Swedish Fashion Brands
Dughult of Sweden – inspired by Grandma New fashion brand Dughult of Sweden creates classic, feminine garments that are long-lasting and of the best quality for everyday use and special occasions – all made in Sweden. By Malin Norman | Photos: Dughult of Sweden
The story of Dughult of Sweden started long ago. Though the brand was set up only two years ago, it has been inspired by the old Dughult farm outside Gothenburg. Founder Linda Jöfelt talks about how her creativity is deeply rooted in childhood memories. “The Dughult farm is still owned by our family. When I grew up, I spent a lot of time there with my grandmother Karin. We used to sew for hours. It was such a creative place, I loved it!” Carrying on the heritage of the farm and Grandmother Karin’s work as a seamstress in the local factory, Jöfelt has created a brand based on honesty and passion for true craftsmanship. Set up in 2015, Dughult of Sweden launched its first 18 | Issue 99 | April 2017
collection for autumn/winter 2016 with a range of timeless, classic garments for everyday use and special occasions.
The collection consists of beautiful coats, jackets, skirts and dresses, all made of long-lasting and high-quality materials, and elegantly accentuating the female silhouette. According to Jöfelt, especially the coats have been praised – made out of 100 per cent wool, they are extremely warm and of fantastic quality. The dresses, with their perfect, feminine fit, are also popular.
A feminine collection Dughult of Sweden attracts confident women who want to wear clothes of better quality and with a beautiful, feminine shape. The garments are inspired by nature, made of natural materials and come in a limited edition, supporting a more sustainable fashion sense. But they also look different from mainstream brands and have caused quite a stir, for instance at a pop-up shop in Gothenburg before Christmas. In addition to being featured in fashion magazines such as Femina, Dughult of Sweden has also received attention from abroad.
“We have close contact and dialogue with our makers, and we can support a sustainable society,” Jöfelt says of the decision to keep the production in Sweden. “We are also proud of creating new jobs here.” With its vision and craftsmanship, Dughult of Sweden stands firmly with both feet on the ground. Grandmother Karin would have been proud. For more information, please visit: www.dughult.se and follow @dughultofsweden on Instagram.