How and when did your passion for fashion and design start?I suppose it basically started with getting my first credit card at age 16 and going shopping. My official start into the business later was when working as an office assistant at the women’s wear label Kaffe I got the chance to sketch and design for them. I’ve never put the pen down again.
What do you know now that you wish you had known before you entered the fashion industry?
That it is always easier to do it right from the beginning, rather than having to change things as you go along. Take sustainability as an example. Had there been the same focus on this issue just a few years ago when many businesses were starting out, they would have started out with a greener profile from the get-go. It is harder to take an existing brand and convert existing materials, processes, and designs to new more sustainable collections. It would actually be easier to just start over and make fresh choices, instead of rethinking old ones.
How do you see the fashion scene change in the coming years, and what will JUST’s part be?
When talking sustainability, I think that the real changes throughout the fashion industry will happen when we see it across a broad spectre of different consumers. As consumers we need to make conscious decisions, because what you buy is reflected in what will be produced next season.
Following the Corona pandemic, I also suspect a change in the way that we do business. We already see a more digital approach to sales and to PR, which I think will continue. In preparation or in caution of it happening again, I suspect brands will bring production closer to their home market and cut out as many middlemen from production to sales as possible.
Our main goal for the coming years, is to get as close to collections made up of 100% sustainable choice styles as possible, so that we make it as easier for the consumer to make good choices.
How do you deal with the duality of working in fashion and caring about the environment?
I love working in fashion, and I have been doing it for many years by now. Our collective new consciousness of on sustainability is something that has come later, and it is definitely something that you have to consider and be conscious about when working in fashion. We, as an industry, have an enormous responsibility here.
On the other hand, fashion is also important. As human beings we like renewing and reinventing ourselves. Fashion and style help shape, mould, and display our unique identity. I understand that we are not saving lives, but fashion has a right on its own as a creative outlet humanity needs.
With my work at JUST Female, I try to connect the two as best we can. It is a constant learning curve, and we will probably never be perfect, but we strive to be as conscious as we can with the collections that we produce from production, shipping, and sales. Knowing that we are on the right path helps me in my continues joy for fashion.
Is anything else that you are passionate about at the moment?
Spending time with my family in our motorhome. We spend our days off in our motorhome driving around the countryside of Denmark or Southern Sweden to escape the bustle of the Danish capital. It is just such a wonderful way to pull the plug and be present without the worries of the everyday. To me, it is all about nature, freedom, and family.
Passion; also known as dedication, as hunger, it is the desire to destroy oneself for one’s art. To tear down, move, or start over in order to rebuild and expand. The feeling of not being able to let go. It is a human condition that most are bound by.
Even though we are JUST human, JUST women, JUST female, we all have that drive that makes us ‘more than’. It is what makes us-, our stories-, and our creations unique. From a job, to a child, to a hobby gone wild, we, and you, are more than JUST female. We have gathered some of the most inspiring Danish women that we know for a talk about passion, creativity, and the balance between worklife and homelife.
Let their inspiring stories, trials and errors be a reminder that we all can struggle, we can fail, but something will always have us return to that same place of passion. And maybe the point is not necessarily to succeed, but to have given it your all, and grown in the process.
Tell us about your passion, struggle, and successes!