While in Gothenburg, Sweden on our #volvooverseasdelivery road trip we stopped by the design studio of Swedish label Jumperfabriken to meet with the label’s owner and designer Elisabeth Synnes who created the feminine and timeless fashion brand inspired by old photo albums from the 50’s, 60’s, and 70’s “taking the best from the past to the future”. Her classic approach is meant to provide pieces to last you a lifetime and never go out of style. Mostly known for their ladylike dresses and cozy cardigans, it’s the warmth from the designer that really makes you feel at home in these Scandinavian pieces.
10 Questions with JUMPERFABRIKEN‘s owner and designer Elisabeth SynneS
If you could give advise to yourself when you started Jumperfabriken, what would it be?
ES: Be patient. To build a solid brand takes so much more time than one thinks.
What one famous person has worn your label where you had a holy-cow moment?
ES: Sarah Jessica Parker. She bought Blue rose patterned dress (above) which started as an aquarelle painting I made in my summerhouse in Sweden.
What is one thing about running a fashion design business that took you by surprise?
ES: That everyone in the business from big to small brand is working so really hard to get a profitable business. The business is tough with hard competition so today you need to offer something that stands out to be successful in the long run.
Where do you find inspiration?
ES: It is a mix of old and new things around me. Old photos from the 50’s, 60’s, and 70’s, strong women , icons like Ingrid Bergman, Brigitte Bardot, Jane Birkin and my own mum. She was a beauty as a young girl with a great style.. In the 50’s John F Kennedy flirted with her on a boat-trip in Stockholm.
Below, a photograph of the designer’s mother graces all the brand’s tags.
What do you love most about what you do?
ES: I love to create!…and I love to run a company that grows and building the brand little by little every day.
What is the one thing Jumperfabriken is most known for?
ES: Modern Vintage-style in feminine colorful knits and dresses.
Below, Elisabeth shows her personal teacher bag she designed and how beautifully the leather wears in over time.
Who is your personal favorite fashion designer or brand?
ES: I admire classic brands like Gucci, Chloé, Miu Miu,Chanel for doing art with clothes, the materials, the cut and styling. I could never afford to buy it and it wouldn’t fit so well in my closet or body, but it is a joy to look at!
One reason why you love Gothenburg?
ES: I love the friendly atmosphere, you can be yourself and do your own thing. Unpretentious. I love that we are right by the sea and close to all the thousands of wonderful islands.
Where do you want Jumperfabriken to go from here?
ES: We want to expand to other countries, selling Jumperfabriken in America is a dream for me!
Favorite place to eat in Gothenburg?