How come the two of you start working together?
”We have always worked together! It has always been obvious for us to be a duo. We met in 2011 working at Ann Demeulemeester, then we worked for a brand in Paris for several years, and in 2015 we started our brand. How lucky was it to meet in that way?”
What advantages does it give you as a designer team that you’re both French and Swedish?
”The creative ground is derived equally from both the cultural heritage of Jämtland and the rolling hillsides of southern France where our atelier is located. It’s always a strength to have different backgrounds, we just keep the best and throw away the rest.”
As a duo, how do you divide the work?
”As we are the only two in our company, it’s a lot of work, so we just share it all. Sadly we have the same strengths and the same weaknesses, none of us is for example keen to do the tax reports.”
You won the Swedish Fashion Talents 2017 and ELLE newcomers Award 2017. How did that affect your brand?
”It gave us great exposure, (Vogue Italia, God damn it!), and thanks to them we are showing during Fashion Week Stockholm, and then at Revolver in Copenhagen. They all believed in our work, and they lightened the way for us.”
What inspired you for the AW18 collection?
”Recent events and a desire to see beyond frontiers. Everybody is welcome #everybodylovesthefuture.”
What does unisex mean to you?
”It means one collection. It means that you decide what you want to wear.”
Your logotype consists of your initials in morse code and your first collection was called Morse. What is the story behind your obsession with morse code?
”We really like the idea of a discrete logo with a code that you have to crack. In today’s worlds of rapid information and erratic fashion, we wish to take a step back. To let design and communication take the time that it requires in order to deliver a clear message that will reach its recipient at the end of the day.”
You are focusing on ethical production. What does your ethical work look like?
”Last time we were in India to check the production, we were lucky to be invited for dinner by our pattern master with whom we have been working for five years. Even though we don’t speak the same language, he is the only one who understands our work completely. He is the whole reason we kept working with India when we started Johannes Adele. Of course we select all fabrics for ethical reasons, but the relationship that we have built with Ashok is by far the one thing we are the most proud of.”