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Edited interiors: Claes Juhlin

The connection between Scandinavian fashion and interior design has always been strong, as evident in King Magazine’s Editor-in-chief Claes Juhlin’s home at Östermalm in Stockholm. Now, he’s starting a small business and deal in furniture.

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Interview Konrad Olsson Photography Felix Odell

Östermalm, Stockholm, Sweden

You work in fashion but your Instagram is all about interiors. — Yes, I’ve worked with menswear for about 15 years and I’ve never received as much praise for anything I’ve done as I have for my Instagram-account, which only contains interiors. That’s actually completely true.

Did your interest for interior design emerge from your interest in fashion, or vice versa?

— My interest for design and fashion emerges from the same time and place. My dad, who is not with us anymore, was very interested in clothing. When I grew up in Funäsdalen, I thought it was fun to look at my dad’s old clothes, specifically clothing which he no longer wore. I thought it was fun to try them on and ask my dad what the story behind the piece was. In several of the pieces the label read Yves Saint Laurent, Rive Gauche.

Your dad lived in mountainous Funäsdalen and had a bunch of Yves Saint Laurent pieces?

— Yes! Throughout his life, he had a bunch of businesses and in the end, he was a management consultant. The pieces represented a person he no longer was.

What did those pieces mean to you?

— My parents developed new priorities when they had kids and moved to Funäsdalen. We lived in the mountains, it’s hard to ski in a Rive Gauche jacket, but dad’s old things were still around. I couldn’t pronounce Yves Saint Laurent, but I thought it was very exciting. I later stumbled across a photo in a magazine picturing his and Pierre Bergé’s apartment in Paris. This made me even more interested because it was so different from my life.

You recently took the position as King Magazine’s editor-in-chief. How do you define your own style?

— I’m probably quite Scandinavian, but I don’t wear a lot of Scandinavian brands. When it comes to Scandinavian menswear there are a few brands, like Our Legacy and Acne Studios, that lie close to my heart. The ones that focus on fit, shape, and silhouettes.

How do you define your interior design style? — I am most interested in the 1930s and the French designer Jean Michel Frank. If you look at contemporary Scandinavian fashion design, you can see the same values when it comes to material and details. I’m trying to recreate the French style from the 1930’s a la Jean Michel Frank with Scandinavian furniture. I love Swedish design from the ’20s and ’30s. That is almost all I have. My plan is to replace everything. 1949 is my limit.

Do you keep track of the contemporary furniture industry?

— I know nothing about contemporary design, but I am not against it.

You work with a fashion magazine, but when you come home it’s all about objects from an older world.

— Yes, every day is about news and trends. It’s nice to have some distance to all that.

What is the next move when it comes to design?

— To start a small business and deal in furniture, alongside my work with the magazine. It is actually in the works since the furniture is already acquired. Together with a friend I have bought and restored furniture from the era that we both love. The problem is we haven’t sold a single piece since we like them too much.

Related: Edited interiors: Kim Grenaa