I dig denim’s designer and founder Hanna Clavegård in an interview for Mama, Bonnier magazine.
Without the experience of neither design nor production, Hanna Clavegård, 40, dared to focus on her idea; to create a children’s clothing brand in durable denim with inspiration from the west coast’s rocks and wild seas. Today, I dig denim (IDD) have reached far beyond Sweden’s borders, more specifically to 25 different countries. For Hanna, who recently got her third child, she has the dream of having a key role. I’m driven as a person and I love being creative. As a mother and business leader, I often need to be very solution-oriented and I’m constantly working on becoming more selfish, she says.
How was the brand I dig denim born?
I’ve always loved jeans and wanted to create a cool brand for children focused on denim. It would be of a quality that was adapted for children – nice to wear, but in a durable material. Our clothes are designed for children, not boys or girls. My vision is to become the world leader in denim for children, to create a timeless brand that can be worn for generations.
What in your career are you most proud of?
I am extremely proud that we were nominated for the 2017 years Denim supplier by the magazine Habit and attend to their fashion gala, and to have Barneys in New York as a retailer. But what absolutely tops the list is that I get to work with the very best team, always working towards the same goals as myself.
How involved are your children in the creative process?
They are very involved. I have two extremely questioning teenagers who are affected extremely by social media and trends. There is an exciting challenge to match their wishes and succeed in creating products together with those they become ambassadors for. The sale of our teen collection increases every season and my oldest children are definitely an important part of the success. Even my youngest, Nicolas influences our range. Our baby collection has grown since he was born.
What does a typical day look like for you?
A working day can accommodate everything. We work hard and with high goals, but we are also aware of the importance of finding a good balance when we all have families. Now we have launched our Spring and Summer collection, so our warehouse is in full swing by sending orders to our dealers and we focus on appearing in the right channels. I have also made sketches for spring/summer 2019, where my focus was on design and new qualities.
How is it to drive own and have small children?
I started I dig denim when my daughter was 5 and my son 7. The advantage of it was that in the creation I could constantly look after children’s needs. I’ve been running my own since I was 20 years old, it’s a lifestyle I would never change, even though sometimes it’s too much work. This summer, our youngest, Nicolas, was born, so right now I’m on maternity leave, at least as much as I can.
This is a part of the interview with Hanna Clavegård for Mama, Bonnier magazine, issue No3 march 2018
All images: Jonatan Fernströn, Fernstrom Photography
Text: Elin Liljero Eriksson