Svenskt Tenn and Märta Måås Fjetterström – Everlasting Fashion


By Dag Granath 

One thing that’s true for many – if not all – corporations lined by Everlasting Fashion is that they aspire to create one thing that stands the check of time. Two of my favorite Swedish corporations outdoors menswear have this identical aspiration, and in a latest dialog with Simon he urged readers could be desirous about listening to about them.

I discover it’s usually the case that one can enrich one’s palette and develop one’s apply by trying to associated areas. As an illustration, in our work we frequently discover that purchasers begin their curiosity in garments by changing into desirous about sneakers. They realise {that a} shoe that’s correctly made will last more, age extra gracefully and look higher. That perception spills over into different aesthetic fields, together with clothes and different crafts.

For our half, we discover the extra we interact in artwork, design and tradition the extra excited we get about garments and tailoring. Two corporations we found in that manner, and in newer years befriended, are textile studio Märta Måås Fjetterström and inside design firm Svenskt Tenn.

Whereas not within the enterprise of creating garments, we’ve discovered their strategy to manufacturing and to longevity inspirational.

Shortly after establishing her namesake textile studio in 1919, Märta Måås-Fjetterström grew to become an integral a part of the so-called Swedish Grace motion, a time period describing turn-of-the-century structure and design that combined modernism and artwork deco.

Personally, I’ve at all times discovered this a part of Swedish design historical past attention-grabbing as a result of it circles round a dialogue of the function of workmanship in fashionable society – a subject that solely feels extra related in the present day.

Märta Måås-Fjetterström was additionally integral in elevating the standing of textiles into an artform in Sweden. In our Stockholm atelier, we now have a big MMF tapestry (pictured prime) that’s most likely the ornamental object guests reply most strongly to. It was initially woven in 1931 and has been refurbished many instances since, so the actual fact it nonetheless resonates with individuals should converse to some qualities of the work.

What’s significantly attention-grabbing about MMF is that craft is – and at all times has been – the tenet behind the designs. A artistic director is at all times subordinate to the manufacturing supervisor: they dictate what can and may’t be accomplished aesthetically, in order that nothing is produced the place the studio can’t excel.

MMF makes use of a variety of strategies – knotted pile, knotted reduction pile, knotted rya, rölakan flat weave, tapestry weaving and gobeläng flat weave – and every of those drive the studio’s designs. Among the strategies are distinctive to them.

I spoke to the homeowners of MMF not too long ago (above) concerning the strategies and concerning the give attention to longevity.

Dag: Tina, you and Ulrik had been collectors of Märta Måås-Fjetterström however then went on to purchase the corporate in 2001. What made you’re taking that step?

Tina: We had been reluctant at first, however we realised how distinctive the studio in Båstad is, and that the corporate wanted to deliver ahead its unbelievable archive and historical past. We additionally needed to work with up to date artists as collaborators, with the intention to discover the cultural heritage that MMF has turn into.

DAG: What makes the work of the MMF studio distinctive?

TINA: The mixture of inventive course and craft is one thing you very not often see. Many craftspeople have the power to supply technically wonderful work, however generally they lack the inventive elements wanted to supply one thing that aesthetically stands the check of time. In our case, the weavers are the artists.

A way that’s distinctive to MMF is gobeläng flat weave. That is much like how tapestry lengths are made at Les Gobelins, however making use of it to rug qualities provides it a novel attraction. The method could be very demanding bodily, and the weavers have to make use of their inventive competence all through the method to get the specified circulation of colours.

The second firm I needed to focus on is Svenskt Tenn. Frankly, it’s nearly unattainable to speak about Swedish arts and crafts with out mentioning the corporate: they’re nearly woven into the material of Swedish design historical past.

The corporate was based by Estrid Ericson as an interiors store, studio and tea saloon in 1924. Since 1975, it’s been owned by a basis – an energetic selection to verify “the corporate will reside on for eternity”. Like many corporations featured on Everlasting Fashion, it’s uncommon in a world the place the purpose is usually very short-term revenue.

Whereas Scandinavian design is usually related to austerity and ease, Svenskt Tenn’s designs are basically playful and vibrant. Like MMF, a giant portion of its collections are archival designs initially created nearly a century in the past. My private favourites embody the works in pewter by Anna Petrus and Nils Fougstedt (above), and the long-lasting furnishings by Josef Frank.

Maria Veerasamy (above), the CEO at Svenskt Tenn since 2011, has a background working with glass but in addition tailoring. An ex-punk rocker, she additionally carries a DIY ethos and is captivated with creating issues by hand.

Dag: I do know you’re employed very intently together with your suppliers. How do you mange these relationships?

Maria: We expect it’s essential the Svenskt Tenn crew understands each manner our producers work. As an illustration, when sourcing alder root veneer for sure Josef Frank desk designs, our workers wants an unbelievable eye to know graining and coloring of the wooden, and the way that can translate into a chunk of furnishings.

Dag: Attention-grabbing. It’s not in contrast to working with a tailor – a giant problem may be understanding how a go well with will look simply by taking a look at a small swatch, one thing it may take years to do instinctively. The tailor analogy additionally applies within the sense that the extra you’ve labored with a tailor, the higher work you are able to do collectively.

I suppose this all implies that you rely closely on the wellbeing of your suppliers?

Maria: Sure, and we offer a basic function there. The community of craftspeople producing for Svenskt Tenn is huge, and lots of of them have skilled decreased demand through the years. This clearly makes it troublesome for them to spend money on creating their practices and usher in new apprentices. Svenskt Tenn’s operate is to supply them with the steadiness and longevity they want to have the ability to plan forward.

Speaking to Tina and Maria stored reminding me of the now popularised tutorial idea of finite and infinite video games, an thought first launched by theology professor James P Carse.

Finite video games are video games you play to win. As an organization, that may imply you propose an exit sooner or later by promoting the corporate. Infinite video games, then again, are performed to maintain on taking part in. You’re employed to construct one thing strong sufficient at hand to the subsequent technology.

Märta Måås Fjetterström and Svenskt Tenn are each taking part in an infinite recreation: taking part in for the sake of retaining going, and because of this additionally making the journey significant and pleasing.

In some methods, that is additionally how most of us studying Everlasting Fashion go about constructing our wardrobes. We need to construct relationships with our garments and the manufacturers that make them. Over time, we additionally step by step realise we interact with garments as a result of we get pleasure from doing so, reasonably than to attain some imagined excellent wardrobe. In spite of everything, then we’d by no means have to think about garments once more.

The quicker the world strikes, the extra luxurious it feels to present your self the time to make selections and determine what makes you are feeling fulfilled aesthetically. And discovering individuals, inside or outdoors the business, who share that strategy is at all times a satisfying expertise.

Each the Svenskt Tenn and MMF web sites have a number of additional studying. Specifically, the Svenskt Tenn web site has pages on all its best-known items, such because the Anna Petrus pewter and the making of the armchairs

Dag is the co-founder of of Saman Amel


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