How is it possible to start something from nothing? Of course this will not happen over night, nor automatically while you're awake; you need enough passion to survive a whole lot of hard work with nothing in return and still thinking it's worth it.

We have chosen to be very open and share the beginning and struggle that it can be to start something from scratch without big investors or sponsors. According to people you meet it should be almost impossible, but if someone out there can find inspiration in someone else who never gives up and this can make them do the same thing it's worth all of it.

In 2013 a vision started to develop from creative passion but like all ideas they have to meet reality sooner or later and need funds to grow. So far we gave crowdfunding a shot twice which led to the making of prototypes and the presentation in end of Novembre 2014 where we also had a small shop.

In June 2015 we hosted our first real pop-up shop in Gothenburg where you could find a few illustrations made on the side by designer Elin Andersson in her company name All-Elin. If you click the logo on the right you get to the website www.allelin.com.

Since then this concept with pop-up stores have continued on.

Words, thoughts and ideas

2015 > 02

The main swan ballerina dancing in Swan Lake The main swan ballerina dancing in Swan Lake
I can get almost obsessed with a song and play it on repeat over and over until I either get tired of it...or play it again. With some limits where I get tired of myself and switch into something else. Obviously I always keep the volume down since I realise it would probably drive neighbours crazy (I  once experienced an extreme situation like this where in the end i couldn't concentrate and got nervous...but common...same song every day for three months; morning and night..?).

Why do I even bring this up? For me all artforms are connected and I love how many artists collaborate and understands how the differences can lift both to new hights. And I'm not talking about just putting a soundtrack in the background of a fashion show, but to let them coexist and move as one. When I listen to some rythms I see a dress dancing to it, a dramatic scene near the sea or in the forest. I've never had the skills or passion to persue and kind of dancing career, but i love sometimes just letting a tune fill up the mind and body whether i'm still or moving.

In the end I write this for myself or for anyone who stumbles upon it in cyberspace. If you read this; what kind of music makes you feel inspired in your life?
Read more »
Grave found at Cimitero Monumentale di Milano Grave found at Cimitero Monumentale di Milano
I remember thinking it sounded exaggerated when a teacher once said when I was still a student that working as a designer often means very little social life, but now I understand. If you really want to dedicate yourself to creating a life out of your passion it becomes your best friend and partner and you want to be there for your friends when they need you. For better or worse. Til death do us part?

This image might seem a bit dark as an illustration for these thoughts about the future, but the words I ended with links them together. The cemetary in Milano is such a beautiful and peaceful place that really inspires me with its amazing sculptures and nature. There is something both fascinating and haunting about the one I chose here; I can stand in front of it while thinking about the relationship between the two and wondering why they are connected the way they are with a piece of cloth on their heads. I don't think I will ever find out, and not sure I want to either.
Read more »

This is the end of the working week for many, for others it's work or a moments break. Even when you have your own company it's important to breathe and put away the computer or whatever you use at the moment. I will combine work and play and get some drawing done.

Enjoy your weekend!


Read more »
Me and my coffee Me and my coffee

During spring 2013 I took the decision  to quit my current job and start focusing on creating something of my own. Since what i did at that time was and is the dream for many, I understand that this might have seemed strange for people I told about it. The thing is I never really doubted that what I did was right and it had grown insode for a few years, or maybe my whole life.

So I left Italy where i had lived for 7 years and worked full time the last 4 of those, and headed back to Sweden. The forst months I was still connected to my old office and we tried some freelance, but in the end it's hard to produce prints for fashion unless you're there and can participate in the discussions with the designers (I worked in the graphic office), and we decided to terminate the arrangement at christmas even though I did manage to design a few things from a distance.


2014 followed and was one of the hardest years of my life without exaggerating; hardly any money, no connections in my main industries (fashion and graphic design), working from home without collegues, being my own boss and deciding for myself how to manage my days. I will write a whole section only about the transformation of the mind I had to go through before I finally ended up realizing I have become an entrepeneur. The biggest part happened while running a crowdfunding campaign and fighting to get a budget and then all the organisation that followed after it closed successfully.

When I look back it feels like I was stuck at my desk or around my house, but i actually managed to build the base for the business I will be running from now on. It became obvious when I recently had to write a business plan and it ended up 15 pages long full of clear ideas concerning the steps I'm planning to take in the future; this kind of shocked even myself and I'm glad i had to force myself into doing this.

I'm now at a point where I am almost ready for a new crowdfunding that i will use for production towards a client, the money from this summer went to the prototypes, and I'm actually not scared or confused anymore even if i get nervous while reading all advice you can find online. During fall I started to get visions of how my future shop is going to look like, all details in the interiour, and I only know one thing 100% sure:

I cannot go back to being emplyed without really giving all i have into this brand I sometimes call my baby. I gave birth to it, and now it's my responsability to make sure it become a decent "individual".

- Elin

Read more »

The week has just started and instead of getting depressed it's monday (and the weekend was too short) why not celebrating it with a coffee..?


Read more »

Planning the list of rewards for the crowdfunding we'll soon be posting online.

Read more »

The video was made for the last crowdfunding campaign in March 2015, watch to get to know the brand and the designer behind it in a new way. The link to Kickstarter, where it now has a continous spot, is found below. To follow our progress like our page on Facebook or Instagram.

For those who are not familiar with crowdfunding, this is the explanation you get from wikipedia:

"Crowdfunding is the practice of funding a project or venture by raising monetary contributions from a large number of people, typically via the internet. One early-stage equity expert described it as “the practice of raising funds from two or more people over the internet towards a common Service, Project, Product, Investment, Cause, and Experience, or SPPICE.”

The crowdfunding model is fueled by three types of actors: the project initiator who proposes the idea and/or project to be funded; individuals or groups who support the idea; and a moderating organization (the "platform") that brings the parties together to launch the idea."

The progress of a print from test to textile told in photos.

This is the video made for the crowdfunding that closed successfully last summer in 2014. It resulted in the first garments of the collection Oaddap that was then presented in a gallery in Gothenburg, Sweden, on the 28th of November.

Lone; the virtual model created for the first campaign. Spending most of her time on the city streets with her pet-raven Hugin. She will be developed as time goes by but her character is a kind of inspiration during the design process..