The odds that three sisters all have thriving careers in fashion are not completely unrealistic, but the odds that they would all get along so well, surely is.
Swedish womenswear brand House of Dagmar is just such a success story. Founded in 2005 – and based in Stockholm’s Östermalm neighborhood, not far from Ett Hem – the brand is nearing its 15thanniversary. Its track record of pristine tailoring with a healthy dose of trend awareness is testament to the perfect personality alignment of Kristina Tjäder, Sofia Wallenstam and Karin Söderlind.
The three sisters divide the tasks of their business thus: Tjäder is head designer, Wallenstam is head of sales and Söderlind takes care of brand management and PR.
Named after the sisters’ grandmother, Dagmar, the brand keeps its focus on what also used to be her strengths. She was a confident woman, a tailor, a person with ability and style.
As a natural continuation from this exceptional woman’s example, each House of Dagmar collection is made to last both in terms of quality and style. In the sisters’ opinion, classic pieces with character have an innate longevity – so it makes sense that their ethos is sustainable by default. But the sisters also made it their conscious.
As one of the first brands back in 2005, House of Dagmar showed an early interest in sustainability. This is especially noticeable in the brand’s expressive knitwear, which forms the core of each collection. The use of animal-friendly fur, mulesing-free merino wool, recycled polyester, chrome-free leather lyocell fibers, organic cotton and regenerated cashmere contributes to the brand’s sustainability ambitions.
When it comes to environmentally friendly transportation methods, the brand prefers shipping by boat or delivering by bicycle. In all areas, E.U. policies and ethical guidelines are respected.
It’s an unusually consistent approach to eco-conscious fashion, one their grandmother Dagmar would be particularly proud of.