For almost 10 years I worked in two of the world’s largest hubs for fashion production - China and India. My experiences in these places gave me valuable, first-hand insight into how the fashion industry works. Largely driven by demand from the buyers, big fashion companies sit in a place of tremendous power when it comes to choosing to prioritize sustainability - or not, as is often the case.
I reached a point in my life when I could no longer face being a part of the hugely wasteful, unethical system that fast fashion is built upon. When my daughter was born, I felt an urge to take more responsibility for my actions, to challenge my own position as an inhabitant of this planet. I knew I needed to slow down, figure out what kind of life I wanted to lead, and how I could go about creating this new reality for myself, and my family, in a sustainable way.
Knowing that my love for truly beautiful design and quality fabrics wasn’t going anywhere, I knew I had to figure out a way to combine my passions into something meaningful. After returning home to rural Sweden for a short time, the slower, simpler days spent caring for my daughter eventually sparked an idea in me. And the concept for The Fairnest was born.
For me, The Fairnest is not only a site for bringing great design, quality crafts(wo)manship, and contemporary aesthetics together, it’s also a symbol of the kind of future I want to create for my daughter.
A future that’s…
...helping to lower our environmental footprint through conscious business practices.
...encouraging others to consume more mindfully.
…supporting small, emerging brands and businesses.
...celebrating people as individuals (and paying them fairly).
...more loving, compassionate, and kind.
I hope when you visit The Fairnest you will delight in learning about our extraordinary brands, fall in love, and ultimately cherish your purchase for years to come.