Intervju E.E. SS17
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Emma Elwin x Boob

Emma Elwin x Boob - A sustainable match

We at Boob are proud to present our very first design collaboration: Emma Elwin x Boob. A capsule collection that consists of four timeless garments all with smart functions for both pregnancy and nursing, developed in exclusive partnership with Emma Elwin, stylist and co-founder of the digital fashion magazine, Make it last.

The styles are designed to be combined and worn in many different ways, and together they form a complete mini-wardrobe. In perfect alignment with our brand philosophy, these garments have been made with great care for both people and the environment. Just like the rest of our clothing line, these styles were made with great care for both people and the environment. The garments have been produced in Portugal, from sustainable materials, and are certified according to STANDARD 100 by OEKO-TEX®. This limited edition collection will be sold exclusively here in our webshop, beginning March 1, 2017.

Boob’s founder and creative director, Mia Seipel, met up for a coffee with Emma Elwin to get her thoughts on the collection, living sustainably, and what it’s like to be a new mom.


Name: Emma Elwin
Age: 27
Family: Partner, André, and 7-month-old Dylan
Lives: in Nacka, just outside of Stockholm, Sweden
Background and profession: Studied fashion and industrial design, and worked as a fashion editor at Elle and fashion assistant to Elin Kling. Ran one of Sweden’s biggest personal fashion blogs for several years. In 2014 she launched, along with Lisa Corneliusson, her own platform, Make it last - a fashion forum focused on sustainable initiatives.

Mia: The Emma Elwin x Boob collection is the first design collaboration for both you and for Boob. What was your reaction when I called you up to ask if we could do something together?
Emma: I was so happy you called! During my pregnancy I had actually already conceived of the perfect garments, so it didn’t take long for me to put those ideas on paper. Ever since I finished design school, I have been longing to design garments again, and it was so much fun to be involved with something that has such a strong connection to women! So many wonderful challenges in designing things where you cannot compromise on function, but that also have to be refined.

Mia: Talk a bit about the items in the collection and the inspiration behind them?
Emma: I wanted to create four timeless key styles that would be all you would need during pregnancy and nursing. Garments that you could combine with each other and with other wardrobe favorites. I wanted the pants to be a pregnant belly-friendlier version of the suit pants that you can wear to work, but as comfortable as a pair of pajama pants. The T-shirt works just as well with sneakers as it does with the kick flare trousers and a pair of heels. The wrap-top was inspired by an aikido jacket and the convertible tunic dress can be worn in three different ways to produce a lovely silhouette, with or without a pregnant belly.

Mia: You were actually pregnant when we started talking about a collaboration and nursing your son Dylan when you started sketching the collection. In what way has your experience as a mother influenced the design of the garments?
Emma: In the past I might not have focused so much on function when it comes to how I dress. Now everything must be practical, but I don’t want to compromise on style. Because the pieces are timeless, I hope they will be used even when it is time for maybe the second or third child. Materials that are comfortable and sustainable also felt very important. Many people buy organic clothes for their babies, but don’t think about the fact that the first period in a child’s life is spent mostly in one’s arms.

Mia: What inspires you in your work?
Emma: I actually enjoy finding solutions to problems, especially when they are stylish solutions. It really inspires me! I could also sit and look through pictures online and in books for hours. Sometimes I can get inspired when I see or feel a piece of fabric. A really nice fabric can immediately conjure up a finished garment in my mind.

Mia: At Make it last, just like here at Boob, you work with inspiring people to make choices that are more sustainable for the environment and the future. What does sustainability mean to you in your everyday life?
Emma: Sustainability is something that is always with me in everyday life. All my choices are affected by it! It may sound exhausting, but it’s actually quite fun and energizing. Each time I find a new and better product with less climate-impact, it makes me so happy. I learn new things every day and I feel like my thirst to learn more is only getting bigger. Since I started trying to live more sustainably, I have gained a whole new way of looking at life. I appreciate things around me in a way I didn’t used to, and in this way I have become much more creative with the resources that are already around me.

Mia: The Emma Elwin x Boob collection was created with consideration for the fact that these garments should have a long life, both in terms of design and quality. What is your thought process when you personally go about choosing and buying clothes? Do you have any good tips for how we can take action against the mentality of a throw-away society?
Emma: I think we must start thinking about the whole way in which the fashion industry works. When we design garments, I think we have a responsibility to ensure that the garment is sustainable in one way or another. Garments of timeless design and high quality are something I am extra passionate about. I think we are good at thinking long-term when we plan a wardrobe - build something that lasts a while! I have a rule that I cannot buy anything that does not work with at least ten other pieces I already have in my closet. I think we have to find a way back to a time when clothes had value because you knew how much work and time lay behind a garment. If we get better at that, and at taking care of the ones we already have, our clothes will have a much longer life, which will make a big difference to the environment. It would also mean that more items might end up in second-hand stores, which also is a sustainable way to shop.

boob-ee-ss17-3Mia Seipel and Emma Elwin in the making of the Emma Elwin x Boob collection

Mia: What do you think the fashion industry will look like in 10 years time?
Emma: I can only hope we have moved towards a more circular fashion industry. And given today’s technology and developments, maybe it will come to pass. I hope that by that time all companies are working exclusively with recycled or organic materials. That there is transparency at all stages. Maybe we will get a refund on old garments that are designed to be recyclable. I hope above all that we have completely moved away from being a throw-away society and that we place value in making our clothes live longer.

Mia: You became a mother for the first time in July. What do you feel is the biggest challenge in being someone’s parent?
Emma: There’s something new every day. But perhaps completely adapting my tempo to his. I'm used to working a lot and being very effective. Now I just have to try and follow him. It's not possible to plan in the same way either. But it has been good for me to learn to unwind and just experience things with him, and that is absolutely amazing - to see him see, hear and feel things for the first time.

Emma Elwin and her baby son Dylan

Mia: What was the most useful tip you received from a pregnant or new mother?
Emma: Nothing lasts forever, everything passes and things usually get better!

Mia: You’re just like I was 12 years ago, a new mother with your own company. How is it going?
Emma: I've never been as effective as I am today. Things that could take a week before, I’m now capable of doing in practically a few hours. It felt like, during pregnancy, and now as a mother, I am finally using my entire brain capacity.

Mia: What is your favorite thing to do if you're free on a Saturday?
Emma: Go hunting for second-hand bargains for the house. After that we go for a long walk and eat good food in front of the fire!

Model Alina, Emma Elwin and son Dylan at press event at Boob HQ

Emma Elwin and son Dylan at press event at Boob HQ



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