July 25, 2025
Summer is the time of year when most of us have the opportunity to travel. Visiting other places, more or less distant from our daily reality, gives us a new perspective. It makes us appreciate what we have, gives us inspiration and fills our lives with memories.
Often we travel in time, not just in space.
This summer I stayed with my family in a hostel in Sweden, run by a very nice couple. It was a simple place, no luxuries, but spotless. In fact, it was an old school that they had converted into a hostel.
The dining room still had the large paper maps from geography lessons hanging, and the cabinets still contained the instruments used in chemistry lessons. It was full of books and objects from another time.
Some people might call the place old-fashioned or outdated. For me, it was full of atmosphere and quality. It took me back to another time, made me reminisce about my own school days and recognize old feelings. It was a journey in itself.
I want HEKNE's designs to also stand the test of time. I don't believe in the rapid consumption of clothes. Clothes shouldn't just be something you buy and throw away next year – or even more often. Why buy something you don't really value? Why sell something that has no real value?
My goal is for our garments to become a part of the life of the person who buys them, for it to become something familiar and lasting, something that remains over time, connected to the person who wears it. Something more than a whim – something with an emotional connection. Something that makes sense.
I dream that HEKNE garments can become part of that time machine. The one that takes us back to memories and feelings.
Greetings Anja
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