INTERVIEW #3 FREE SPIRIT SHAKING SOUL
What is Free Spirit Shaking Soul and why did you start ?
“At first we we’re really unsure of going into the dirty fashion industry, but the more we looked closer the more we realized how a creative and more sustainable alternative was needed. ”
Free Spirit Shaking Soul is a conscious art & design brand focusing on jewellery and art collaborations. The brand is based in Åre, a valley surrounded by mountains in Jämtland. It started back in 2012 in fall season, the valley is quiet and slow in the fall, the mountains are beautiful in colours and the evenings are getting longer and darker.
Me and some friends used to get together being creative, drinking wine and discuss issues of the world. Me and my friend Anna Karlin often ended up talking about overconsumption, plastic shit and how hard it is to found statement pieces of jewellery that also represent the kind of world we want. One night we decided to be the change we wanted to see in the world (yes, stolen quote from Gandhi himself), and that's when Free Spirit Shaking Soul was born. At first we we’re really unsure of going into the dirty fashion industry, but the more we looked closer the more we realized how a creative and more sustainable alternative was needed.
Now, 7 years later the brand has grown and still has focus on jewellery, but also developed a lot of art and design collaborations to raise awareness how design can connect to several of global questions. Anna has now left FSSS pursuing another dream and career, while I have my base at a collaborative work space called Studion Åre.
What is your sustainability profile?
The sustainability profile is to be transparent and honest, to look at my own designs and the brand through a wide perspective of sustainability, When creating a new product of design I often ask myself how the product is connected to all parts of sustainable development, how does the design affect the world in social, economic and environmental perspectives.
How are the products produced and how do you pick your collaborations or other products you sell?
I do have one collection entire made from vintage pieces and natural material. I mix old materials, such as old broken jewellery or old bullets and match them up with natural materials like stones, mountain crystals or feathers. All locally and ethically sourced here in Åre. This collection is made by me in my studio and is my love story for circular economy.
Another collection I have is a pure silver collection, handmade in Nepal by a sustainable and ethical production. Once upon a time in Nepal, at a fashion revolution market, I met this artists creating silver jewellery and supporting social business and entrepreneurship at the same time. I fell in love with their craftsmanship and felt eager to design something in a contribution to also make some global change as well. The result is a pure silver ring and mini hoops earring in the shape of my home mountain Åreskutan. Hand drawn by me and proudly handmade by the Nepali artists.
“We collected food waste from a local restaurant and plant dyed fibres that she later turned into amazing earrings. ”
I love collaborations and I found it a great way to explore creativity and create awareness together. Teamwork for a better world. I only make collaborations with carefully selected people or brands. They, like me, need to have a stable foundation in sustainability and agree to make a transparent collab with the aim to raise awareness in some way. Some of my favourite collaborations is together with collage artist Christine Johanson, together we have made two volumes of posters that interpreters global questions into art. Another fun project was together with fiber artist Fjällknop, we collected food waste from a local restaurant and plant dyed fibres that she later turned into amazing earrings. All collaborations represent something new and a creative way to teach people about how different areas connects to design and sustainability. This is an area I want to explore more in the future as an creative entrepreneur.
What has been/and is the major challenges?
“It’s also kind of contradictory to wanting people do buy less and be more conscious and at the same time produce products and running a business depending on sales”
As for many small businesses and entrepreneurs, specially in the design sector it’s hard to find the perfect balance of profitability and time. You end up following your heart and dreams so much that you don’t realise that you’re working 150% but only cover the income of 50%. It's important to take a pause sometimes and be honest with yourself to find out what is a sustainable work situation for me as an entrepreneur and a private person, and from that perspective try to find the best solution.
It’s also kind of contradictory to wanting people do buy less and be more conscious and at the same time produce products and running a business depending on sales. Even though I see a need for my sustainable designs in the market it’s a question I always struggle with, and that is a challenge.
When you’re alone in a business as well you will have to take care of all parts yourself, even the boring and not so creative parts, which can be challenging in the beginning. But after a while you realise that your learning a lot about yourself when trying to master areas that is not your expertise and you become very proud of yourself, even though you not always succeed. A big tip here is to create a share workspace with other entrepreneurs, it makes such a difference when sharing knowledge and learning together.
“I’ve grown and learned how I can use my personality and emotions as an asset instead of it being an obstacle. ”
What has been/is the largest gains?
Most of the gains from running Free Spirit Shaking Soul has definitely been on a personal level. I’ve developed and learn so much about myself that I cannot be anything else but proud. During these years I have come to realise all my strength and weakness and it has made me more self aware and more connected to myself. As a young woman standing in close contact with my feelings it's always been an emotional roller coaster being an entrepreneur. But I’ve grown and learned how I can use my personality and emotions as an asset instead of it being an obstacle.
What do you think needs to change now in the fashion industry to make it more sustainable?
“We all need to realise we all have the power to change the world with the way we style!”
The first answer to this question is that I believe there is no quick fix or a simple solution. All parts of society has a role to play in making the fashion industry more sustainable. On a global political level we need tougher legislation on production, both connected to fair working conditions as well as industrial pollution from the industry. On a business level we need to raise our standards in awareness about how your business is connected to the industry through sustainable development, and from that knowledge be transparent and make plans on how to shift for a more sustainable production. On a more personal level, consumer power is the bomb! We all need to realise we all have the power to change the world with the way we style! Every time we buy a new piece of produced garment or swapping a dress with a friend - we’re actually making a tiny vote for what kind of world we want. The industry will always produce what’s wanted, if we as consumers ask for more transparency by the brands and demand more sustainable alternatives the industry will have to change. But for that to happen, awareness, awareness, awareness will be the main key I believe.
What do you believe is “greenwashing” and what can producers and consumers do to avoid it?
Greenwashing to me is when brands exploits the benefits of profiling as a sustainable brand to gain more sales, “goodwill” or publicity rather than to actually make change or even believe in the cause. As a producer you need to be transparent and honest when talking about your “green” project or development, you also need to talk about your obstacles and issues you have when it comes to sustainability. Don’t profile yourself as a “green hero” if you have skeletons in your closet, people will find out and it's better to put all your issues out in the open and be honest about that it's not always easy to make the transition to a more sustainable production.
Consumers need to start shopping and looking at brands more critical and dare to be uncomfortable. Look at the brands total production, not only their selected green styles. And dare to ask questions! Ask brands about their sustainability work, is it a foundation of the business or does it more or less look like an ad for their attempt to be more “green”. Ask about the material, ask about the working condition and how they work with industrial pollution - if no one asks, we will never know.
What would you advice consumers to do who seeks to create a sustainable closet and lifestyle?
It all comes down to being curious, inspired and judicious I believe. Be curious on different ways of having a fun and stylish closet, try to swap or rent your clothes instead of buying new. Seek inspiration on creative people who repair their clothes in a cool way or styling icons who only works with vintage clothing. Look up small scale designers working with sustainable values, often they love to reach out with their knowledge and connect with their customers. And be judicious, in all parts of life I believe most of us want to be nice people and that we’re hoping to make a good impact on people and the planet, we’re being hero’s and making judicious choices every day - we just need to do the same when creating a closet or lifestyle.
Get some basic information about the situation on sustainability and consumption and use your knowledge as a power. There are several organisations, like fashion revolution, or documentaries, like true cost , that can easily show you some of the issues and also some of the solutions.
“Be judicious, in all parts of life I believe most of us want to be nice people and that we’re hoping to make a good impact on people and the planet,”