Gathering the Threads
What is your vision for the Boiida brand?
As textile has become such a large part of my life, the idea of creating a textile brand came very naturally. I wanted to create a line of everyday linen textile items, something we live with and use daily. Boiida is my idea of the ideal everyday textile brand, with products of high quality, made in a good way and at an affordable price. Achieving this combination turned out to be a challenge, but I feel Boiida has succeeded. The line isn’t life-changing, but it adds small moments of joy to everyday life.
Boiida’s products are manufactured by Klässbols Linneväveri, purveyor to the Swedish royal household. How did you start working together?
I visited factories around Sweden and had a hard time finding someone who could meet my standards and needs. Our dear friend Carina Seth Andersson suggested that I reach out to Klässbols. She introduced us to each other, and I was very impressed by their warm welcome, even though I wasn’t a well-established name on the Swedish design scene.
Can you tell us about the creative process behind your linen goods?
I’m not very brave when it comes to drawing, so I usually start off with a mini sketch of whatever I am creating, trying out colours and patterns. They are the size of a stamp. Once I decide on something I like, I sketch out a bigger version. I then make a technical drawing and start weaving. During this phase, I also like to improvise a bit. My process is really very simple. Those prototypes are then sent to Klässbol, who return samples to me before I finalise the design.
I feel that your colour combinations and fabric textures are what make Boiida so unique. How do you think about colour and texture?
Before relocating to Sweden, I would always wear black, grey or navy clothes, but weaving introduced me to colour. I enjoy playing with different colour combinations and I realised that I had all this colour deep within me. I wouldn’t say my style is colourful, but the colour is certainly the first thing I think about when I start on something new. As for waffle weaving, the traditional technique I opted for in the entire line, I really like the three-dimensional and tactile properties it has.