Jumperfabriken was founded in 2007 in Gothenburg out of a desire for a classic and sustainable brand focused on high-quality knitwear. The inspiration comes from old fashion magazines, knitting patterns and photo albums.
–Flicking through old photo album makes me happy. Memories come back and you get a nostalgic feeling, says Elisabeth Synnes, CEO and co-founder of Jumperfabriken.
–I usually describe us as a modern vintage brand. We are definitely modern, with a modern fit, but the inspiration and nostalgic feeling is from the 50s, 60s and 70s.
Slow fashion and high quality are core values.
–I shouldn't say we invented the term slow fashion, but we were definitely among the first ones in Sweden and the whole brand is built on this. We produce too much clothes in the world today. Our ambition is to instead create garments that can last for a long time, with patterns and styles that don't go out of fashion, she says.
Production takes place in China, Portugal and Lithuania and at the present point the slippers, accessories and fabric to the popular terry dresses are produced in Sweden. The ambition however is to produce even more nationally.
–It would be amazing if the future brought production back to more what it used to be before. There are many possibilities really, she says.
Women in focus
Aside from a few knitted men's sweaters, the collections are focused on women. And where the fashion industry often put customers in target groups based on age, Elisabeth is particularly proud to be a brand that attracts women of all ages.
–We think our clothes are just as suitable for an 18-year-old as an 80-year-old. I am very proud of that. The 18-year-old is also not worried about the fact that someone older buys the same garment, she says.
Jumperfabriken is committed to making a difference in society and the industry and Elisabeth is happy that she can also be a role model as a female entrepreneur.
The collections are often photographed in local Gothenburg settings.
–We like working locally. When we photograph our collections we work with local photographers and the locations are always found in and around Gothenburg, like the park Slottsskogen, the Garden Society of Gothenburg and now lately Liseberg amusement park and the street Andra Långgatan. We are proud to be from Gothenburg, she says.
A memory from a photo session that stands out is when they got access to Liseberg amusement park, outside the regular opening hours, to shoot the summer collection 2016.
–It was really cool to drive in with our own car there. It felt as if we owned the place, she recalls with a laugh.
Jumperfabriken's Gothenburg shop is found at Vallgatan 25.
Elisabeth's local picks
1. The big flea market Megaloppis, Majorna
"I never want to miss out on the annual Majorna flea market in May. I love that everyone can find their own free spot to sell their stuff. It's a great atmosphere and everyone is happy."
2. Spring flowers in the city
"The avenue (along the canal where the parks Kungsparken, Bältesspännarparken and the Garden Society is located, editors note) in spring, when the scilla is shining blue."
3. Spend a sunny day by the canal
"A favourite spot on a sunny day is to sit on the hillside along the canal and see the Paddan tour boats pass by with tourists. I collect photographs of the Paddan boats from all decades and we have also done our own photo shoot on board."
4. The Linné neighbourhood
"Go for a walk from the independent cinema Draken and up the street Linnégatan, with all the restaurants, cafés and shops. Turn right onto Prinsgatan, where you have an amazing street view with the church Oscar Fredriks kyrka in the background. I used to live here in my youth. The street life is very creative and laid-back, I love it!"