Since her arrival to the rural West Coast of Norway Julia has been profoundly inspired by the sublime nature and the people that live here. In January 2021 Julia had the idea to truly celebrate this rich inspiration source in the context of a catwalk show including local craftspeople, artists and international creatives and designers. She started looking for a studio space in Selje.
In February 2022 the managing director of Uniform Partner AS Selje, formerly known as Selje Shirt Factory, offered Julia a fully equipped studio space in their facilities, a truly defining moment.
The ‘uniform’ shirt had been part of the DNA of Selje since 1948. Julia sensed an incredible opportunity to elevate the shirt into the context of fashion through print and texture telling a story at the same time. For the 1st Edition she interpreted knitting patterns as a print on the shirt. The print tells the story of the coastal culture, knitting as a labor of love and cultural symbols. The print is made up of dots or ‘nodes.’ Nodes are points of intersections that aspire to inspire further nodes...
The brand aesthetic is built on the appreciation of classic shapes; a blank canvas to explore the wider possibilities through print and texture.