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Working with Elsien Gringhuis

Elsien Gringhuis knee length dress in off white

The start

Just Fashion started working with Elsien Gringhuis a few years back. With our shared core values it was a great meet. Thanks to Skype we are always able to talk directly with designers far away and get a sense of how they work and think on a personal level. This is really important to us.

From this starting point we have seen Elsien grow, building each stone of her business on the same ground principles and keeping her core. Being featured in Italian and German Vogue last year as a design talent to watch was a great confirmation that Elsien manages what we want to show the world; it is possible to be forward thinking and deliver FASHION while still choosing better production methods and raw materials in the process.

Elsien Grinhuis close up
Elsien Grinhuis close up

 

Building a book

Elsien’s design is not built on collections and seasons. The design is made much more like books, where each collection brings a new chapter, but all parts of the book are always available. Comparing the collections, you can see the similarities in the style and the design, the colour scheme and the cut of the products, and it is all made to build on each other and be mixed and matched. Elsien always use a shape element in each collection. That way each chapter she produces is stringent and saves fabric in the process.

Image: Tse Kao, Elsien Gringhuis Clay Trousers in eco cotton with digital print
Image: Tse Kao, Elsien Gringhuis Clay Trousers in eco cotton with digital print

 

Design process

Elsien’s design principal is completely based on sustainability. Form, function, material and finishing all contribute to designs with a long life span and high quality. Being a sustainable brand is more than using just the best fabrics. All design is built on the No Waste principle, trying to make a result of nearly no waste in the design process. The focus is on highly innovative patterns that reduce the waste to a minimum.

 

High end fabric quality

Elsien Gringhuis works with wool, cotton, silk and other natural materials bought from trusted retailers in Italy and the Netherlands.  The label does their best at finding a balance between being sustainable and being a high-end fashion label. Most fabrics are GOTS, BCI and/or Oekotex certified, and the goal is to get all of them certified. The important thing though, is to keep the fabric quality high, so the design will last a lifetime. All items are produce locally in Elsien’s studio, on demand, not made before you order them.

Elsien Gringhuis wool sweater in grey
Elsien Gringhuis wool sweater in grey

Education and rewards

  • Cum Laude at the academy of visual arts in Arnhem (ArtEZ).
  • Won the Createurope in Berlin, the Mittelmoda in Italy and was nominated for the Frans Molenaar-award.
  • Presented her first collection during the Amsterdam Fashion Week in 2009.
  • Won the Green Fashion Competition in 2011
  • Won the Fair Luxury Award in 2012.

 

 

“A functional and well thought out design makes me very happy. All good things are simple, but there is nothing more difficult than to make a good and simple design.”

– Elsien Gringhuis

 

 

 

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Just Fashion store in Oslo

Showroom and store in House of Oslo. Photo: Maya Galagan

 

A sustainable Luxury store in Oslo?

Yes! We want to be the ones doing it. Help us out!

Our cities are full of stores, and 99, 9 % of them are offering us mass-produced design.

For some reason, and we believe it snuck up on us, we’ve all been caught in this illusion that the norm is to be able to shop cheap and fast, without any other concern than the time it takes you to stop by a store. It’s also the norm to be able to do so many times in the course of a really short period. And to experience new collections and sale items every time you stop by. And there is no such thing as a win win when it comes to this multitude of cheap options. The risk is taken by somebody far away that you cannot see.

Just Fashion have worked hard for some time to erase the line between sustainability and fashion. We are tired of the question if it is possible to produce a basic t-shirt in a good way. Of course it is. So our next step is to make people able to stop by and experience our designer stories and touch the quality of each item. We want to become a store in the physical world as well as online.

How can we make it happen?

Even though we’ve grown since we started out, we are still a small startup with great ambition and our heart on our sleeve. So to be able to take the next step and establish ourselves in a physical store, we need your help.

Take a look at our campaign at Bidra.no and support us if you can. We understand that for people living abroad it might seem strange supporting a store that you may never visit. But if you are a fan of Just Fashions universe and our designers and want us all to grow, your support now, big or small, will also affect our online growth. Our gift-program is mainly offering redux cards for our store, but we will also weekly (for 3, 5 weeks from now) add products you can win when supporting us, and also some limited edition items. Follow our Facebook-page for daily info about these added gifts.

 

(dreamstore-collage)

 

Who are the people behind the design?

To read more about the Just Fashion Team, what your support will cover in the establishment of our shop and the current gift run, go to our campaign at Bidra :)

 

We will not be able to make this happen without your help, please support us :)

Thank you in advance!

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Our designers at Oslo Runway SS17

Beate Godager transparent jacket

We are so proud to announce that two of our designers are taking part in this year’s Oslo Runway. If you are in Oslo, make sure you get yourself a ticket to the show.

 

Beate Godager

Beate Godager was picked by a jury of business insiders to participate in a talent selection showing at the runway 23rd of August.

Beate Godager demin top
Beate Godager demin top

The jury consisted of Charlotte Bik BandlienLasse Fløde, Carmita Carlsson and Torunn Myklebust.

Bik bok fashion award 2016
Bik Bok Runway Award 2016

Hasla

Hasla is showcasing their design in the jewelry showroom at Sentralen in the heart of Oslo 24th of August. You can among other designs look at their new pearl collection launching shortly.

Hasla Ballance pearl collection
Hasla Ballance pearl collection

 

Hasla Ballance pearl collection
Hasla Ballance pearl collection

 

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Conscious inspiration

Swedish Stockings captued by people

From time to time, we share your pictures. Nothing makes us more happy than to see our designers pieces in use, on conscious people, out there in the world. Tag your picture with #myjustfashionstory if you want it to ne easier for us to find you:)

 

ABARENESS

 

DUTCH BASICS

SKALL STUDIO

 

“People need clothes that are cool AND ethical.
People need to know that there are designers with a conscience out there.
People need to learn how to value and keep their clothes.
It all starts with transparancy”

Just Fashion

 

SWEDISH STOCKINGS

 

 

“We have the power in each and every purchase we do. By bying clothes from designers who really work the right way, you will give the world a bump in a better direction. Quality beats quantity any day! Products are so much more than products”

Just Fashion

KERBER

SWEDISH STOCKINGS

 

JOHANNA N

 

BLACK RAT

Creds to @jacob.cr2 • #darkhair #piercings #creds #verticallabret #blackrat

A post shared by 👸🏻 (@mithrinn) on

DUTCH BASICS

SWEDISH STOCKINGS

In love with my new tights #swedishstockings #premiumhosiery

A post shared by Noa Estelle Hulleman (@noaestelle) on

NO SLEEP UNTIL JUNE

No sleep until june #nosleepuntiljune

A post shared by Thea Dyring (@theadyring) on

DUTCH BASICS

NO SLEEP UNTIL JUNE

 

ABARENESS

❤️ from me to all of you! @abarenessfashion #sponset 📷: @fotoesben

A post shared by ❥ Jannicke Valen (@aimforhappiness) on

 

 

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Just Fashion goes Tupperware

 

First homeparty

Just Fashion decided that we want to travel to you, and at the same time get to see our country. Our first trip was planned for the West Coast, to Bergen.

We call it Just Fashion goes Tupperware

Leaving Oslo.... Just Fashion goes Tupperware
Leaving Oslo…. Just Fashion goes Tupperware
Making energy while driving a Hybrid
Making energy while driving a Hybrid

Last Weekend we got into Eline’s Hybrid for a ride from Oslo, over Hardangervidda, all the way to Bergen, where a small bunch of women and men got to tough, feel, try on, and buy our products, while enjoying each others company and a few glasses of something good.

Over the Mountain

at 1000 meter, Ustaoset
at 1000 meter, Ustaoset


It was a perfect ride over Hardangervidda. In Norwegian we call it “trollsk”.. the best English word would be “bewitching”. 

Hardangervidda
Hardangervidda
Hardangervidda
Hardangervidda

 

Roadtrip to Just Fashions first homeparty, Just Fashion goes Tupperware
Roadtrip to Just Fashions first homeparty, Just Fashion goes Tupperware

 

So what is a Tupperware party?

Definition:
social gathering invented by the company Tupperware in the 1950’s, where the host (or more typically hostess) entertained the guests, and provides them with an opportunity to order Tupperware. 

 

Just Fashion is a whole other company with another agenda, but the concept is the same, to let people relax and have the time to hear our stories and talk to us, one on one.

 

 
When you get to tough and feel things in a relaxed setting with your friends, we hope you also get that sense of higher value that our products carry. The stories and the time spent making them, will always be a part of the product you take with you home. Or the product you order and have to wait for, for it to be made.

Swedish Stockings recycled nylon stockings
Swedish Stockings recycled nylon stockings


 

Over the mountain again and back

On the way back everything had changed.

Just in the course of that Weekend, the mountrain-tops went white…

Bilde 09.11.2015, 14.31.53

Hardangervidda home
Hardangervidda home

Back in Oslo

We must say that we are so pleased with meeting new people and talking about our goal with this company. We want to travel more. If you are more than 10 people and want to make the same kind of experience, let us know (in Norwegian if you like), and we will try to come:)

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Behind our products

The designers at Just Fashion can tell you a lot of stories, still their products also speek for themselves.  Together we work towards full control and transparency in every aspect of the journey our products take. Here are some of them, take a look.

 

designer Anne Gorke
Designer Anne Gorke
Designer Cathrine Rosseland
The designer Cathrine Rosseland

 

 

 

 

Designer Marielle on her bicycle in Han Noi
Designer Marielle on her bicycle in Han Noi

 

Designers Linn and Nadja
Designer Linn and Nadja

 

Designer Elsien Gringhuis
Designer Elsien Gringhuis

 

Doris, the founder of Dutch Basics
Doris, the founder of Dutch Basics

 

Designer behind Apollonius Clothing Emma Linjedahl with her dog Kodac
Designer behind Apollonius Clothing Emma Linjedahl with her dog Kodac
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Hello world!

Brand new site!

 

It was time for an upgrade, and finally it is here! Just Fashion have a brand new package to shine in.

We are so greatfull to our collaborators, Studio Netting for their great work! We recommend them to the world!

Our core is the same, as are our goals, giving you high quality products from designers with great core values. We will continue to tell you about our relationship with them, how we work together, and how we try to build our network of great suppliers and production sites.

 

We need change

 

“Second to oil, fashion and textiles is the most polluting industry in the world. Every stage in a garment’s life threatens our planet and its resources. It can take more than 20,000 litres of water to produce 1kg of cotton, equivalent to a single t-shirt and pair of jeans. Up to 8,000 different chemicals are used to turn raw materials into clothes, including a range of dyeing and finishing processes. And what becomes of the clothing that doesn’t sell, falls apart or goes out of style? More often than not, it is discarded in giant landfills. How can the fashion industry become more sustainable?”

BoF, Business of Voices

Just Fashion continues

Like Business of Fashion, and their great site for debate and discussions around new solutions, Business of Fashion Voices, we will try to keep up and make steps in a better direction every day. The world is changing fast, and each time we do our choices we make a difference. We got so much more power than we think.

 

Just Fashion presents a careful selection of sustainable design - her shown with dotted stockings by Swedish Stockings
Just Fashion presents a careful selection of sustainable design

 

We hope you will continue to enjoy our concept and vision. Ask us questions. Give us feedback. And take part in moving things.

Lots of Love from Marte and the Just Fashion Team

 

Just Fashion founder Marte Djupesland
Just Fashion founder Marte Djupesland