Label - Bite Studios
We believe there is a craft to caring for your clothes
BITE Studios is a Sweden-based luxury womenswear label with a mission to create uncompromisingly sustainable yet thoughtfully designed clothes by husband-and-wife duo William and Veronica Lundgren. Each piece of their collection is hand-crafted and painstakingly tailored to ensure the perfect fit. In an interview with Kiran Sahija, William Lundgren talks about the aesthetics of their brand’s collection and importance of sustainable creations.
Fibre2Fashion: How would you illustrate your journey in the world of fashion and what motivated you to start your own label?
My co-founder and partner in life Veronika and I formulated ideas around how the world of fashion would need to evolve to be in line with a new modern society. Both of us wanted to create a label that by true actions could set the tone for how sustainable fashion should look, feel and be talked about. For decades, eco-fashion has been associated with a bohemian look. Treating sustainability and design as equally important is what truly sets BITE apart.
Fibre2Fashion: What does luxury womenswear mean to you, and how has it changed over time?
Fibre2Fashion: How would you define the aesthetics of your brand’s collection?
BITE has been designed to have a very clean and stripped back aesthetic. The collections are all classic in shape which means that these pieces last longer than a current trend which you might only wear for one season. We take great pride in that 95 per cent of every BITE garment is made of organic, recycled or low impact materials. We have always believed that the perfect pieces for your wardrobe are the ones lasting over time, that becomes one with your personal expression and even more valuable over the years. In the core is the grounding principles on how we view the world, the element of carefully selected fabrics, details, materials and construction based on time, knowledge and beauty. Working with a respect for nature and all living beings connects an element that luxury fashion traditionally has been lacking.
Fibre2Fashion: Is there a particular reason for your collection’s focus on neutral tones?
Neutral tones generally tend to work for everyone in some capacity, but we always incorporate a print or a pop of colour even if it’s subtle. The design of the signature staple pieces compliment anything already existing in a woman’s wardrobe. We have a collection coming up with some brighter colours and are excited to see how this goes as its new for us.
Fibre2Fashion: How is your brand’s approach towards sustainability and slow fashion?
Fibre2Fashion: What are the biggest upcoming fashion trends? Any prediction?
We hope that a trend that lives on forever is responsible consumption, i.e., buying into luxury pieces that will last a lifetime and have that classic look and feel. We feel at BITE that we are progressive and somehow quietly confident, since that is what we feel about what we do. We very much enjoy working in a way that matches our belief system and that releases a lot of energy and inspiration for us, and we hope other brands will follow suit!
Fibre2Fashion: Any style tips or hacks that you would like to share?
We are real advocates for a staple wardrobe that consists of pieces that last for life. We love to challenge our consumer to try and re-wear their pieces in as many creative ways as possible. All of our pieces are easily dressed up and down again with the right accessories.
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