INTERVIEW WITH FREYA DALSJØ
What production qualities are found in your designs, and what characterizes your products?
Freya Dalsjø (FD): Now I am very interested in double faced textiles invisibly finished and after almost a year of searching I have found an amazing manufacturer in Italy who does this to perfection, so most of my work will be produced with this technique. There is something direct and honest about a piece of just one fabric moving, not treated with fusing or lining. It allows for beautifully firm sculptural pieces that move with the body and do not restrain it. I go for high quality natural textiles, mainly sourced from a supplier located next to my production place.
What I am able to offer with my production set-up, is a customization and fitting of products. I am moreover able to produce such pieces one on one, a service that my production facility encourages, at no extra cost for the client. This means that you can customize a design to a certain extent, such as a different color or length of a coat, and it will then be exclusively made for you and delivered shortly after. I will produce it according to the orders made and customize with an extremely short delivery time for this type of luxury service.
What has happened with your brand since you participated in Magasin du Nord Fashion Prize the first time?
FD: I participated in 2014 so, a lot of hard work, victories and failures, sleepless nights, confrontations, sweat and tears, ups and downs, pushing, overcoming, learning. It’s not an easy ride being independent and dealing with your own and others demands and expectations, but it’s an incredible privilege, ride and opportunity as well, that I am very grateful for and know is rare.
How do you stand out from the crowd in 2020?
FD: Let’s see, with everything closing down for months, routine was abandoned. It has left everyone reconsidering their ways of working, their core values, how to make sense of anything. You are spending most of your day trying to make things that people should buy, at a time where it seems the most meaningless to do. It’s been a super confrontational year for everyone on many different levels. So I am idealistically hoping that 2020 will leave everyone standing out from previous wrong ways of working. Making more thoughtful choices. And that the consumer starts questioning and demanding it.
INTERVIEW WITH FREYA DALSJØ
Freya Dalsjø (FD): I had a year of fashion studies in Antwerp before coming to Copenhagen, where I have been working from since 2012.
FD: Sculpture and architecture interpreted as ideas moved by a body or dressing a body, could sum up my approach as a designer. Furthermore I wish to make wardrobe favorites, classic seasonless essentials in the best quality textiles and beautifully finished, effortless, stripped of decor, being purely about shape, movement and longevity in wear, tear and care.
What convinced you to start your own brand?
FD: When I started putting work out, I had no idea of a label in mind. As I didn’t complete my fashion studies, I was eager to find another way to learn, learn the various crafts within garment making, the possibilities and restrictions of material, learn how to sew it all. Make patterns for it all. It is and has been a great frame for practicing. It drove me into conceptualizing new ideas and shapes in my studio, presenting new pieces every season since starting out.
How do you consider sustainability in your collections?
FD: Running a small label, your resources are naturally limited, and you have to be smart in every move in order to survive – you are producing according to what’s sold, not keeping a big stock, buying stock fabrics, trying to be creative in using whatever fabric from previous seasons you might have leftover, sourcing and producing locally etc. Basically trying to work in a reasonable way. I think sustainability is essentially about quality. Quality of fabric and design. If I can make products of a quality that can stay beautiful for many years, that the customer would wear through seasons, a changing body, changing trends, I would be proud. It’s a challenging exercise, but an exciting one to try to accomplish
What can the Magasin du Nord Fashion Prize do for you if you win in 2020?
FD: I see it as a great opportunity to gather feedback on my work from a board of professionals that I look up to and respect and possibly financial aid to move forward.