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Öjbro Vantfabrik

Åse and the store

Öjbro Vantfabrik is a beautiful knitware store in Haga, Gothenburg, Sweden, selling luxurious blankets. mittens, cardigans and socks. Åse Öjbro, founder of Öjbro Vantfabrik, designs the patterns herself. She has a history of painting

“I love colors and design, it’s my true passion in life. I get inspired by nature and by just doing what I do, working with my passion is a great inspiration for even more work! Curiosity is my drive, and I never stop examining different takes and combinations. I think a lot about different combinations to incorporate in my patterns, it’s an ongoing process that’s always with me wherever I go.

I love seeing my design being worn by people I meet, it makes me really proud and happy. The patterns get their own lives, a greater life, a real life. They’re born on my drawing board and then I set them free and see them in entirely different contexts and environments. It’s really powerful for me to see, and sometimes I have to pinch myself, it’s almost surreal. Creating designs with a long lifespan, I believe, is my most important contribution to a more beautiful and greener world. I’m very grateful that I get to work with my passion.”

Mending

In line with these values of circularity and longwearing, garments made with care and thoughtfulness, Åse organised for a local handicrafts expert to come and teach her staff to mend their beautiful knitwear. I was lucky enough to be there to document their lessons and even pick up a thing or two for myself. It’s wonderful photographing brands I believe in (as an anticapitalist, there are so few!) and activities I would happily engage in personally. As a knitter, this was a dream assignment.

If you are interested in doing a branding session with me, please reach out to get something lined up!

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