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The capacity to perceive beyond the surface

“Then I’ll just have to do it myself.” When Emmy Nilsson couldn’t find the well-tailored, vintage-inspired quality garments she was searching for in stores, she realized she had to become the solution. From her sketchbook emerged elegant creations reminiscent of bygone times, designed to last. Fifteen years later, her clothes are exported worldwide.

What came first – the spark of ingenuity, the need for a new solution, or the person dreaming of something different? The answer lies in the interplay of passion, creativity, and the ability to see beyond the obvious. And Emmy Nilsson embodies all of this.

Even when her company existed only on paper, Emmy had over 20 orders from across the globe – before she had even found a producer to bring her ideas to life. Clearly, there was a gap in the market, and Emmy had the sketches to fill it.

The designer Emmy adjusts the buttons on a blouse during a photo shoot.

This is as far from fast fashion as you can get. The garments are made to stand the test of time – both in quality and style – and are designed to withstand Nordic weather. Inspired by the past, the designs feature details and craftsmanship that make each piece unique.

 

From Småland to Copenhagen – and back again

Emmy, born and raised in the countryside outside Tingsryd, Småland, has been sewing and designing her own clothes since childhood. With a family full of enterprising entrepreneurs, starting her own clothing brand was a natural step. She knew exactly what she was getting into. In 2008, she graduated from the Copenhagen Academy of Fashion Design, and in 2010, she took the decisive step to fully commit to her clothing brand. From the very beginning, Emmy Design has not only designed garments but also handled all the technical groundwork for production.

After many years away – living in Copenhagen, Karlskrona, and Uddevalla – she returned to Småland. From her office in Växjö, with a team of eight employees, Emmy designs garments that are exported to Europe, the USA, and Asia. Today, her company boasts an annual turnover of just over SEK 15 million.