INTERVIEW #95 PETROLEUM
Based in: Copenhagen
Founded in: 1990
Founded by: Dan and Helle Vaarskov
Website: www.petroleumstudio.com
Price range: Medium
Instagram: @petroleum_studio
Welcome to A Sustainable Closet! Who are Petroleum Studio and can you tell us the story behind the brand?
Petroleum was founded by denim modul Dan Vaarskov back in 1990, Inspired by grunge and the effortless chic look. With a keen love for sustainability, Dan created staple wardrobe pieces in durable fabrics and in 1993 he invented our famous multicolour knit. Made solely from deadstock cotton sourced in Europe, then knitted i Denmark. Petroleum won several design prizes at the time and gained International success with our oversized workwear look. Today the designer is Dan's daughter who has taken us from the 90s into the new roaring 20s with a psychedelic feel to the collections.
What products do you offer your customers and what are the most popular ones?
We are known for our multicolour sets that are all one of a kind. The o neck and v neck being our most sold items. You have a very colourful design that suits all genders, how did you come up with your design and where do you find inspiration? In 1990 Dan bought a cardigan when travelling abroad, he had just watched a film about a painter that had worn a very large cardigan and wanted one for himself. His was an XXXL so he could get the desired look. When he returned home he got so many compliments he decided to design one. On the whole though Grunge and classic workwear lays the cornerstone for Petroleum, with a nod to rave culture.
Can you tell us more about your sustainability philosophy? How do you make your knitwear products?
We create only from sustainable fabrics, like rewool or deadstock etc. Our production is based in Denmark at one of the last knitwear factories.
How has your journey been as an entrepreneur? What advice would you give to anyone seeking to start their own fashion brand?
We would say fashion is hard, so don't go chasing the next thing. Listen to who you are and what you desire and the design from there. Your tribe will find you.
What do you think needs to change in the fashion industry to make it more sustainable?
We believe in transparency and honest communication with our customers. We believe non-sustainable production should have an additional tax on it as it pollutes our planet more. Educating the consumer is super important to us, only that way can we fight the big bad fast-fashion wolf.
You're based in Denmark, for anyone going to Denmark or Copenhagen, do you have any recommendations of what not to miss and what to do?
Hmmm... Yes Louisiana is a constant inspirational source for us, also Cisterns in Søndermarken are absolutely wonderful too! Carlo Scarpa is a favourite in house so anything that sways that way inspires us greatly.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
To be honest, we believe that if you are into sustainability it's like a warm loving feeling that grows in you. From organic food, skincare, your yoga to your clothes, your washing detergent and your household products. Today there are great companies like Who gives a crap, Tincture London, The Lab & Co, The Organic company etc etc. that can help you live a more sustainable life. Shopping and supporting your local community of course and above all reuse, reduce & recycle.
