Scale issues bring about the end of wool clothing brand
Specialist sustainability consultant for high-end clothing brands Lisa Bergstrand has announced that her own brand, A New Sweden, is to close down.
After working at Saint Laurent in Paris, Ms Bergstrand returned to Sweden and set her brand up to make garments using only local wool. “I wanted to challenge the perception that Swedish wool was not high-quality,” she said.
Successful products included the Jämtland sweatshirt, which won a Swedish Design Prize and became a bestseller for the brand. It also developed a range of naturally wind-resistant and water-repellant garments using woven wool fabric.
But at the end of February, the founder said she had come to the conclusion that to make clothes at the level that she was used to in the luxury sector, but without the scale, made it difficult to sustain A New Sweden as a business “that could stand on its own four legs”.
