Josefin Strid is a young designer from Ulricehamn who has begun to conquer the fashion world and who gets more and more attention in the media. She got her first sewing machine when she was fifteen and had her first fashion shows when she was in Sixth Form College. Then the dream was to study at Central St Martins in London. Finally it became the University of Textiles in Borås but the result was nevertheless a success.
2011 was a very eventful year for Josefin Strid. She was one of the candidates for Rookie of the Year, she had her graduation show in Borås and showed her latest collection during Stockholm Fashion Week. The theme and the inspiration for her creations was Yellow Stone National Park and the artist Georgia O’Keeffe. It was a colourful collection and Josefin Strid wanted to create a feeling of silence and tranquillity. The point was the actual show should bring the audience hope and joy.
Josefin Strid mixes male and female in her creative output and her menswear has a distinct feminine touch. In our society there is still a distinct difference concerning what is male and female when it comes to clothes. It is also more acceptable for women to use male attributes in their clothing then vice versa. It is evident that Josefin Strid works on pushing the boundaries of what men are allowed to wear but for now a certain portion of courage is needed in the men who choose to wear her clothes.
Now in 2014 Josefin Strid has moved to Stockholm and works as freelance designer as well as working on her own brand. Goals for the future is to get into the international market with Japan and Korea as first destinations. The luxury market in Sweden is small and to get a better customer base it is necessary to leave the boundaries of our own country. For Josefin Strid the most important thing is to create clothes and to develop new and interesting things in the creative process. She feels that quality is more important than quantity and that consumers need to take responsibility over our own consumption.