Selam Fessahaye debuted her first collection at Stockholm Fashion week in 2018 and immediately left a mark on the Scandinavian fashion scene.
Her visionary perspectives on design tells an inclusive story while honoring the creations as art. The award winning brand have been called a “Changemaker” providing “The most diversely casted runways in Scandinavian fashion history”.
Born out of the existence of inbetweeneess - the brand is its own fluent language. Serving as more than just a trend, the strong brand DNA is captured in its design, communication, and business practices. The business model includes finding opportunities for circularity and sustainable thinking partly by using leftover materials and including preloved garments reworking them beyond recognition.
Since its launch the brand has obtained global reach. The designs have been acknowledged in media such as Vogue US, Harper's Bazaar, ID, Elle and have been worn by Beyoncé, Tracee Ellis Ross, Swedish Crown Princess Victoria, Lil Nas X, Teyana Taylor, Sam Smith, Adekunle Gold, and Dj Snake to name a few.
To Selam Fessahaye, sustainability is a given in every step, whether social or environmental. It is captured in design, communication, and business practices. What you see on the runway is what you see behind the scenes.
The business model includes finding opportunities for circularity and sustainable thinking mainly by using leftover materials, remake and upcycling. Production is local and all trims are developed with a sustainable trim supplier in Sweden, this ensures production transparency. Only small quantities are pre-produced, and the rest is made on demand, this way there is no unnecessary waste.
Longevity aspects are taken into account, such as garment moderation and re-design possibilities, to secure multiple lives by users and owners. By also viewing clothes as a form of art it acknowledges the high value it deserves. The brand has always taken action on representation by creating a world where underrepresented communities can take space just as they are.