“Values of high quality and innovation are deeply rooted in Swedish society and as such also in the fashion industry and culture more generally,” says Blomberg.“This means that we’re quick to act on new exciting innovations and adopt mindsets – when we’re not the ones leading the way, of course.”
As part of the crucial sustainability trend, which she insists is here to stay, a focus on functionality and physical performance has developed of late, partly in relation to the wearables trend.