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Josefin Liljeqvist’s new footwear line is made of leather traceable back to its origin

”I strongly believe that the only way to stop climate change and have functional ecosystems, is to improve global animal protection,” she says.

22122019
Words: Johan Magnusson

Liljeqvist has worked with her eponymous label for four years and started it from a realization of the lack of animal protection in the world.

— If we look at United Nations’ 17 Sustainable Development Goals, for example, they only state that the world needs animals in order to be functional, but it does not state that the welfare or protection or the animals are key to the planets functionality, she says, continuing,

— I strongly believe that the only way to stop climate change and have functional ecosystems, is to improve global animal protection. I have created this brand to carry that mission. With a background within the shoe industry, I decided to create a product that would visualize that change, the need for good animal welfare and traceability when it comes to leather to guarantee that animal’s quality of life. The result is footwear where each leather is traceable back to its origin.

What’s been the biggest challenge?

— A big one has been to find the right craftsman and artisans. The focus is always on animal protection and supreme craftsmanship, so reworking how to choose leathers that still give us the best footwear in the world, but not using the ”classical” leathers such as boxcalfs has been quite challenging.

Her primarily focus is to work direct to consumer together with selected and curated digital platforms for Men’s fashion. When the brand grows, the plan is to move over to own shops as we grow.

— Having things in stock does not feel like the future so we have everything made-to-order even when collaborating with others, and focus on fitting shoes to test style and fit before placing an order, says Liljeqvist, adding,

— We’re currently working on adding a few more classical men’s footwear and expanding over to small leather goods. Our goal is to build a great timeless base for modern and fuse it with smart technology for both our supply chains but also our clients experience of the brand.