Löfte is a carefully curated collection of luxury brands, influenced by Scandinavian style. Using ethically sourced materials, their selection comprises some of the most exciting brands in sustainable fashion. They donate 20% of their profits to eco-conscious charities. It is led by the amazing Daisy Harvey. Here is a super quick interview: 12 questions, 12 answers.
Reading Time: 2 minutes
1. Are you a morning or night person?
Morning – I’m up early everyday and am definitely most productive first thing. By the evening I’m normally falling asleep on the sofa
2. If you could trade lives with someone for a day, who would it be?
Emma Watson – I would love to see what an average day is like for her. She supports so many important causes and it would be so interesting to see how she balances that with her career
3. If a film were made out of your life, what genre would it be and who would play you?
Comedy, Blake Lively
4. If you were famous what would you be famous for?
(Hopefully) running the online destination for luxury, sustainable fashion (Löfte)
5. In a music playlist about your life what song couldn’t miss?
Thinking ’bout you – Frank Ocean
6. What song are you listening to now?
Hypothalamus – Ruthven
7. Name one brand you always look up for.
8. What did you want to be when you were younger?
9. On a scale of 1 to 10, how sustainable is your brand/company?
Sustainability is key to us, however we understand that we can and should always be looking for ways to improve. We source beautiful brands that have sustainability as their main focus, however, we are completely transparent about their sustainability processes and everyone is learning more and more about how they can improve their sustainability score. We have put a lot of time and research into our packaging, which is 100% plastic free and recyclable, but we could improve on how we deliver our parcels. Still we are always trying to improve; learning and sharing as we go.
10. What is your favorite piece from the collection and why?
The Isabel Manns reversible Mia skirt. It is made from incredibly soft Italian viscose which feels amazing against your skin. The two prints are beautiful and the fact that it is reversible gives you twice as many options by investing in just one piece.
11. How did you get into this (Löfte)?
I’ve worked in fashion my whole career, but was becoming more and more aware of the negative impact that the fashion industry is having on our planet. I started searching for sustainable clothing but couldn’t find the style that I wanted. This gave me the idea to create an online destination for luxury, sustainable fashion.
12. Where do you draw your inspiration from?
The fashion industry has always inspired me, and as social media has grown, influencers provide inspiration as well. As the industry evolves and finds new ways of creating more sustainable clothing, I find this new momentum inspiring too. Talking to our designers about their designs and processes is one of the most inspirational parts of my job – we share so much energy for sustainability and fashion design and that energy is addictive and catching. Finally, nature. Nature inspires so many designs and I also find it a source of peace and clarity. If I’m feeling run down or stressed, being around nature is a guaranteed way to bring ideas and calm to me.
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