Since the Swedish model-influencer launched the brand more than two years ago, its products have been flying off the shelves, with most of its collections selling out overnight or, at times, within minutes of dropping.
The idea of creating her own label materialized when she wanted to wear things that were missing in her own closet. Additionally, her past experience as a model made her realize how strange sizing could be in the industry, which was also magnified by the retouching that was done online.
“We wanted to make sure that our customers know that what they see on the website is what they actually get,” she said. “That’s why we don’t retouch any photos. We don’t retouch the clothes or pimples or anything.” “It’s really important for me that no matter what we release, you can style it with previous items. To this day, the first pieces that we launched, we still have in our collections today,” Djerf said. “I never want to release something that you can’t style with the previous items. So it needs to be versatile. It needs to be comfortable. I think those are the things I think about.”
“I would say a big part of inspiration is definitely from our customers. I’m seeing how they style items, their feedback. I love Pinterest and just seeing people walk on the street,” she said. “I think I get so much inspiration from everything. A flower could literally inspire me, which sounds vague, but it’s everything. But it’s the customers — how they wear items, it always gives me new ideas.
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