JulieJosephine On Norwegian Minimalist Essentials | V:
Julie Josephine on Norwegian Minimalist EssentialsJulie Josephine Blystad is the creator behind the label Julie Josephine Essentials. After graduating from the University of Edinburgh business and finance program and working for companies like PwC for a few, she went back to Norway to venture out into the world of fashion and design. She is here to bring high-quality essentials to the market for the “classic woman with a tiny twist.
While working in this consulting firm, I started looking for the perfect white t-shirt. For me, this was a piece I literally could not find anywhere. I started thinking about this business idea — creating perfect basics for the everyday woman. I could already envision the perfect white tee I was looking for: not too tight, not too oversized, cut perfectly on the arm and with that round nice neckline. The quality should not be too thin nor too thick; it had to be just right.
My mother is a lawyer and my father works in shipping, so it hasn’t really been a topic at the dinner table. Us girls have just always been quite interested and fascinated with clothing — I am one of three sisters in our family and clothing and fashion between us sisters have been a big deal. We were quite critical about what we wore and how other people dressed. I, especially, was easily fascinated by people that had a nice style and pretty clothing.
I am really seeing a shift in the way the consumer is thinking before buying a product. They are so much more aware: is it sustainable? Where has the product been produced? Where do the fabrics come from? and so on. I want the consumer to understand that when they by a product from us, they will not only be getting something they will be able to wear for years but also that the product they are buying is produced under really good conditions, at every single stage.
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