VAENNSTROEM
STUDIO
Behind this project lies an old family story about a conflict and a curse that took place in the north of Sweden in the 18th century. A curse of misfortune which were to stand for seven generations. I am that seventh generation and this is my homage and my redemption.
The concept is storytelling through clothing, jewellery, and posters. Patterns and images express fragments and parts of a bigger story. The collection is built upon the Norrland origin, the will to break the Law of Jante, and specialization in pattern design. It will function within the fashion context with hints of art. The core values, obscure, bold, and intuitive were defined through the creative process.
THE STONE THAT FELL
In the 18th century the north of Sweden was being colonized. The minerals locked away in the ground and the deep green forests allured in all their riches but needed access and manpower in order to retrieve it. The Swedish government gave Swedes a piece of land and with that a promise of a new life up north. In return, the vast forests became populated and the old country expanded within its borders. However these changes did not take place without conflicts.
The land had long been inhabitated by the nomadic Sami, whose culture and lifestyle made them view the world, physical and spiritual, quite differently. My ancestors got a piece of land next to a lake called Grundträsket, an area that would later become a village named Vallen. On their property there was a special stone, a seite. Only a certain kind of stone could become a seite. It had to be a stone with a particular shape of animal, preferably a bird, to be acknowledged as powerful. The seite was often used in rituals, where sacrifices were given in the belief of luck and fortune.
This seite sat on the land of my ancestors and the Sami living in that region wanted to remain in access to the seite. The landowners felt differently. Late one summer night they took the seite into their boat and rowed out on the still waters of Grundträsket. There they let it sink to the very bottom. Reasons for this deed remain unsaid.
When the Sami discovered what had happened, they brought their Nåjd to the ancestors farm. Being the holy man he cursed them to be followed by misfortune and difficulties for seven generations to come.
I am that seventh generation, this is my homage and my redemption.