Norwegian fashion brand SØLV has plenty to say on the eco-credentials front. Co-founded in 2010 by Oda Midtlyng and Mari Stølan Klempe – a womenswear clothing designer and a communication designer respectively – SØLV’S self-proclaimed mission is to reduce consumption by proving that fashion is about more than just this collection, this season or even this year.
Having establishing themselves as a conventional fashion business, the duo decided to completely rethink their label and advocate the idea of ‘slow fashion’. “Our aim is for people to buy less and invest in what they love,” Klempe said in an interview with ‘N’, the in-flight magazine for Norwegian Airways. “We don’t feel people need to renew their wardrobe every season.”
“We see ‘slow’ in food and in furniture-making,” adds Stølan. “A movement is growing as we speak and it’s about time that fashion takes a step away from its trend-based ways, and considers slow as the permanent new black.”
It’s not a small undertaking. Not only do those clothes need to look and feel good, but they need to wear well over time. Klempe and Stølan believe that customers should be able to ask questions about every single step of the production process; in fact, you can watch a video to that effect here. That’s why SØLV uses Norwegian sheep farmers, yarn-makers and weavers to make their spæl sheep wool and fur sheep wool pieces. They also use a family-owned wool spinning mill, which was founded in 1898 and is located on the north side of the Oster Fjord, about 35km North of Bergen. And although their chosen sewing factory is in Portugal, Klempe and Stølan visit four times a year to check that it’s still one of the most reputable factories in the Portuguese textile industry.
But what about the actual garments? Let’s just say they’re nothing if not high quality. Their recently-launched 2014 collection includes scarves, hats, coats and fitted jackets that will make you want to take advantage of the remaining European winter, or even book a ski trip to Norway.
The only catch is that this fashion is so slow, each garment takes five months to make. You’ll need to pre-order now in readiness for early autumn, but in the meantime you’ll get a step-by-step snapshot into the manufacturing process, including the odd postcard from the factory in Portugal and plenty of newsletters. Isn’t everything really special in life worth waiting for?
Visit www.solv-studioet.com for more information, including prices.