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Fashion Talk
William Lundgren

William Lundgren

Co-Founder
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?

William Lundgren:

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?

William Lundgren:

The world of luxury womenswear is ever evolving which is exciting but sadly means that the consumer wants more and at a much faster pace. Brands are doing whatever it takes to churn out collections to meet that demand, but they aren’t making considered decisions when it comes to where we source labour and materials from.  
Most of what is available isn’t meeting the standards and quality that we, as producers, require. When it comes to sustainability there is no room for compromise and although cheaper alternatives exist right now, our climate is paying the price. We have a responsibility to speak up and set a new standard and we hope that as more brands adopt this brand mission, our climate can begin to recover.

Fibre2Fashion: How would you define the aesthetics of your brand’s collection?

William Lundgren:

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?

William Lundgren:

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?

William Lundgren:

When we created the brand, sustainability was seen more as a separate entity that was difficult to interconnect with fashion. Now material sustainability is a future target for most brands and more and more people are buying in line with their belief system. This is wonderful and of course the only way forward. Consumers are now very conscious of what they put on their body.
In terms of slow fashion, we believe there is a craft to caring for your clothes, mending pieces rather than throwing them away, buying better and wiser. This is why at BITE we really focus on wardrobe staples that people will adore and keep in their wardrobe for years as opposed to throwaway fashion.

Fibre2Fashion: What are the biggest upcoming fashion trends? Any prediction?

William Lundgren:

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?

William Lundgren:

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.

Any style tips or hacks that you would like to share?

Published on: 22/04/2022

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