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Style, innovation & equality
The key piece

Filippa K’s light tailored wool coat Thames has a lining made from Swedish trees

”Sustainability for us starts with longevity: if a piece isn’t designed to last, then it’s not contributing to mindful consumption or serving its purpose in our customer’s closet,” says Head of Design Emil B. Wiman.


Wiman has been working as Head of Design for Woman since 2018. In 2019 he took on the role for Man as well.

— It feels like a natural transition that allows us to have more unity across the collections, he says. Having an overview of both categories has been an important step for the creative identity of the brand, and in ensuring each piece has the highest standard of our signature simplicity, quality, and design. Each year we aim to do more and more to encourage mindful consumption, and in the upcoming collections we are focusing on longevity through upcycled pieces, circular design, mono-materials (to enable recyling, Ed’s note) and more.

Tell us about your key piece for this spring.

— One of our key pieces is the Thames Coat, a light tailored wool coat.

Why is it a key piece?

— When designing the collection we talked a lot about different aspects of function of clothes. The light tailored coat is a key piece that we were building around because it’s so versatile. Also the idea of creating something that you could keep in your wardrobe for long and change how you wear it depending on season. Creating pieces with high quality in a style that works beyond the seasons for many years is a core component of our design process, says Wiman.

Tell us about the fabrics.

— It’s made from a lightweight mulesing-free wool with a little bit of stretch. This allowed us to make something that is meticulously tailored but doesn’t feel too heavy or uncomfortable — it has a light feeling that makes it easy and comfortable to wear. Using mulesing-free wool is important to us, and we like to use quality wool in many parts of the collection because it’s a natural fiber with many benefits for the wearer.

How sustainable is it?

— Sustainability for us starts with longevity: if a piece isn’t designed to last, then it’s not contributing to mindful consumption or serving its purpose in our customer’s closet. The idea behind this coat is that it’s something you can wear all the time, year after year, and look great. In addition to the benefits of natural wool, the coat also has a sustainable lining that’s made in a blend that comes from Swedish trees.

How would you wear it?

— I like that it can be worn in a lot of different ways depending on weather, says Wiman. For spring, I wear it with a shirt and a pair of relaxed trousers. In colder weather it can be worn with more layers — over a blazer, or a knitted sweater.


What else do you have coming?

— For the upcoming autumn/winter collection we have worked a lot with exciting projects connected to being even more mindful and sustainable. For example, we have a jacket in the collection that is made from only upcycled material and old stock garments. We also started a project last year with a local sheep farm where we began sourcing our own Swedish wool to create a sweater. We’re making a men’s sweater next season in Swedish wool, and working with even more of this supply chain by sourcing Swedish leather for pieces in the Man and Woman collections.

emil-b-wiman-head-of-design-filippa-kEmil B. Wiman


Other spring key pieces include a trench coat you could actually consider going hiking in and a new T-shirt combining an extraordinary softness and breathability with a rugged texture and a slightly worn look