Notes|March 2025
A reflection on blue
It’s a paradox, blue. Often cited as the world’s most popular colour, it is everywhere and nowhere at the same time. Abundance and rarity, both everyday and exception.
For us, living in Stockholm on fourteen islands between the lake and the sea, blue is woven into our daily rhythm, and each spring, our designers return to it for a reset: a first shift of temperament and a cyclical flow of new inspiration.
From navy and ultramarine to celestial and indigo, every shade of blue is weighted with meaning — peace, spirituality, clarity, depth, and coolness — together forming a spectrum that holds a special place in our soul and sentiment.
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Blue is abundance and rarity. It is the sky and the sea, vastness and the open horizon. But take a closer look and you’ll notice how little blue actually exists in nature.
There are almost no blue fruits, barely any flowers with true blue pigment, beyond those we’ve imagined and created ourselves, and naming five blue animals is a challenge. (In fact, many of the things we actually do perceive as blue are even optical illusions, caused by light reflections and other physical phenomena.)
For much of human history, there wasn’t even a word for it. In ancient Greek texts, blue is never mentioned. In English, it was one of the last colours to receive a name. It’s the kind of thing you don’t notice until someone points it out — like how a child won’t call the sky blue until you tell them. Before that, they might simply describe it as white or colourless.
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Blue is a luxury, something magical. Its rarity makes it extraordinary. Natural blue pigments are practically non-existent; you can’t simply grind a rock or mash a plant to extract it.
For centuries, blue was an incredibly expensive pursuit. The ancient Egyptians engineered the first-ever synthetic pigment, trying to replicate the rich tones of rare blue gemstones. This desire to create and innovate, the obsession with imitating true blue, reveals our deep relationship to it.
Blue is both everyday and exceptional: a colour tied to progress, emotion, and creative expression — flowing through Renaissance masterworks and Yves Klein’s ultramarine visions, the imperfect in-between blue notes of jazz compositions, and the timeless shimmer of blue-in-green indigo denim.
Care guides
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Jersey
Care guides|March 2025
Jersey is a knitted fabric commonly used to make T-shirts, loungewear, and more. Properly caring for your jersey garments will help maintain their softness and stretch.
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Synthetic fibres
Care guides|March 2025
Synthetic fibres such as polyester, polyamide, acrylic, and elastane have many useful properties that can be enjoyed in a variety of garments, including activewear and swimwear. They’re usually comfortable, quick-drying, and keep their shape well. However, they also shed tiny plastic particles that can enter the sea and cause harm to our ecosystems. Here’s how to care for synthetic garments.
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Silk
Care guides|March 2025
Silk is composed of incredibly fine natural protein fibres produced by silkworms. It is surprisingly strong, smooth, breathable, and transports moisture. Handle silk garments with care to maintain their smooth and lustrous texture.
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Canvas
Care guides|March 2025
Canvas items, such as shoes and bags, are popular for their durability and versatility. Proper care can help maintain their appearance and extend their lifespan.
More editorial
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On scents and the mapping of beauty
Notes|March 2025
Scent is memory, place, and time – an invisible thread that links the material character of nature with the subjective realm of dreams, evoking emotions and connecting the past with the present.
Jersey
Care guides|March 2025
Jersey is a knitted fabric commonly used to make T-shirts, loungewear, and more. Properly caring for your jersey garments will help maintain their softness and stretch.
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Olivia Lonsdale on the joys of going smaller
Interviews|March 2025
At first glance, the works of filmmaker Olivia Lonsdale seem hard to place in time. It might be because of the timeless beauty of every frame, the recognisable emotions she points to, or the grainy texture of her visual language, reminiscent of the past and mirroring the present. It’s deliberate: in her work, and in her life, the filmmaker and actor finds pleasure in the art of limits, favouring reflection and pause before finding the shot.
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Herby sandwich with Gotland lentils and tomato
Food|March 2025
Combining earthy Gotland lentils with creamy herb mayo, beef tomatoes, and crisp lettuce, this sandwich is perfect for a light lunch or to share with friends. A final drizzle of olive oil and a sprinkle of sea salt and black pepper bring everything together.