The fashion industry in Norway is small, but growing. It’s inspiring to see all the talented people that pop up on the fashion scene; designers and brands, photographers, stylists and so on. The industry is about to gain a stronger, and more recognized position, a development fueled by the international success of established brands like Holzweiler, but also newcomers like Envelope1976.
The opportunities for creatives are endless. For FWSS it is all about making responsible decisions throughout the entire process from design to materials and production, sales and marketing. We are working on challenging our creativity in a responsible way, every day.
Whether living in the city or the countryside, we are surrounded by nature, and we grow up spending our Sundays in Marka, the forest areas surrounding Oslo. Our closeness to nature probably makes us appreciate and care more about the environment, even though most of us still have a long way to go when it comes to making sustainable choices in life. As a nation we haven't always been as prosperous as today, and I guess we have traditions, for instance from the furniture industry, for making solid items made to last?
For us in FWSS, sustainability is everything, including the small things like talking about it at the office and making it an actual focus area in everyday life. Giving each other useful tips, sharing information and engaging on a daily basis. We are a creative business and we strive to inspire others.
It’s definitely challenging to gain success on the global arena, and Norwegian fashion industry as a whole is not there yet. We have positioned ourselves within other cultural arenas like the music and art scene, and by focusing on quality, materials and technology development, and the Norwegian fashion industry also has the potential to take a noticeable position globally. I think Norway, our way of living, nature and welfare system, is attractive to many foreigners, giving us an advantage in the story telling.
When I finalized my studies back in 2012, there were not many Norwegian designer brands around, and for me the option was either FWSS or seek opportunities abroad. I was so happy to get onboard with FWSS as their first employee, and get to work with and learn from the best designer and innovator, Nina Granerød and Frode Grønvold.
After over a year working most days from home, it feels amazing being back in the studio with the team, drinking coffee from Supreme Roastwork and playing vinyl records! Working in a small company, tasks are varied and we help each other with whatever is needed. I spend a lot of my time answering emails, working with design, sourcing and production, there is always a problem to solve!