Jul22493 5. Jul22493 In a world where people move fast and the fashion moves faster, Fjør Studios®, a female-led lifestyle brand, injects a welcome sense of luxury and Scandinavian minimalism into proceedings. The brand specialises in leathercraft, with its ranges of handbags, accessories, and clothing all being consciously made to appeal to the ethically conscious consumers beginning to buck fast-fashion trends. We caught up with Marita Hegertun Hamran, the founder of Fjør Studios, to find out more about its commitment to delivering timeless, well-crafted wardrobe essentials. Offering a sense of style that can be described as Scandi-minimalism meets creative leathercraft, Fjør Studios has been delivering well-made clothing accessories complete with a strong feminine aesthetic since opening its doors in 2013. The brand is nestled between the mountains of Norway, and all of its bags and accessories are made in cooperation with ethically conscious manufacturers in India. This reflects the brand’s overarching belief that the production of fashion should be as beautiful as the finished products. As Marita explained: “Fjør Studios’ mission is to be a positive contributor to the fashion business. We want to show a new way of producing fashion that is responsible yet traditional. Centring our design aesthetic around the knowledge of traditional leathercraft, we want to inspire living lives with fewer belongings and more quality time with people you love, as well as showing how slowing down the production cycle of fashion is healthier for both workers and consumers.” For years now, people have known about the exploitation of human beings that unfortunately remains commonplace in this industry. Priding itself on being a futureforward fashion brand, Fjør Studios follows the highest standards when it comes to every stage of production. From partnering with only the most ethically conscious factories to operating outside of traditional retail seasons – giving workers enough time to comfortably make these quality products – every decision Fjør Studios’ makes has its people at the front and centre. “Part of our production is produced by illiterate women in developing countries. This is an important part of our product segment that we hope to expand in the future, providing additional employment to women in need.” Across the business, one thing the entire team have in common, aside from their passion for ethical production, is a shared love of leathercraft. By centring the brand around this artisanal skill, Marita and co. are able to offer modern and elegant designs that customers adore. They then return time and again, something Marita believes to be down to the high-quality materials used and the streak of innovation displayed. Exploring this further, Marita told us: “Our interpretation of contemporary trends into a slow-fashion perspective makes us relevant. Conscious and ethical brands have, in the past, been known for a very traditional, perhaps plain styles. We stand out because we can offer interesting, fashion-forward designs to conscious consumers.” A big part of the brand’s ability to do some comes from Marita herself, a highly educated and experienced fashion designer once recognised with the coveted Golden Needle. With Marita’s expertise to boot, Fjør Studios is well positioned to navigate the trends of the fashion industry with the utmost confidence. Recently, these have included the increasing popularity of materials like Norwegian wool as well as the reintroduction of hand-crafted techniques into production process. Taking advantage of these, the brand has developed a new line for hand knitters, Fjør Knit, which are set to be featured on their own website. This is currently under development, with a launch planned for this August. This is just the beginning of the exciting plans in the pipeline for Fjør Studios, which is celebrating its 12th year by letting the creative juices flow further than ever. As Marita said: “Building a small brand, you always chase the most sellable items in hopes of hitting a market. But, in a very unstable world, we see the need for emphasising what our strength as a brand is. For us it has always been the creativity and knowledge of leathercraft, especially luxurious, well-crafted leather handbags. Finally, it is important to reinforce just how important the slow growth of Fjør Studios® has been to the brand’s journey. In the decade or so since staring the brand, Marita has had children and prioritised spending time with them over expanding the business. This links to the company’s foundational aim of spending more quality time with the people you love, underpinning an aligned and transformative ethos that makes this slowfashion lifestyle brand in Scandinavia a fitting recipient of this award. Contact: Marita Hegertun Hamran Company: Fjør Studios® Web Address: https://www.fjorstudios.com/ Best Slow-Fashion Brand 2025
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