The company’s founder, Ulla Simonsson, was born at Olarsgården in southern Dalarna, a family estate dating back to the 17th century. She was raised in a farming culture with strong work ethics and a loyal community. Simonsson still lives at the peaceful farm and the company is very much run as a family business. “My husband and my sons are all involved in the company,” she explains. “For example, my husband is building our new shops and one of my sons is taking photographs of the collections.” The spirit of the traditional farming culture and working together towards a common goal still remains, with clothes instead of crops as the end result.