An Interview with Sustainable Luxury Hosiery Brand Swedish Stockings

For those who are new to the brand, could you introduce yourself and tell us a bit about how Swedish Stockings was born?

The idea of Swedish Stockings was born after I watched a documentary about the environmental challenges posed by the hosiery industry. The documentary displayed products with planned obsolescence to incite a more rapid consumption rate – tights being a striking example. It revealed that 8 billion tights are discarded every year, and I was inspired to address a pressing issue within the fashion sector – having no former experience within the industry. I spent most of my life working in the finance sector and had no plan to work within the fashion industry before watching the documentary. However the idea of sustainable tights grew stronger, and a desire to address the critical concern of tights being seen as a disposable wear-and-tear item shortly resulted in the founding of Swedish Stockings – the world’s first sustainable hosiery brand.

Can you tell us a bit about the environmental impact of conventional stockings? 

During the past few decades, tights have been treated as a wear-and-tear item and I often refer to tights as the fashion industry’s plastic straw. Shockingly, throwing away a single pair of tights is equivalent to throwing away 20 plastic bottles – something many people are unaware of. The belief itself, that tights are a wear-and-tear item, contributes to the overall environmental impact of stockings. It is important to understand that tights are originally made from petroleum, and we can’t view them as disposable items. The throwaway culture has only magnified the environmental toll, where millions of tights are being discarded each year contributing to the growing textile waste crisis.

How do Swedish Stockings differ from conventional hosiery brands? 

We aim to differ through our commitment to sustainability and innovation. All Swedish Stockings tights are made from recycled and natural materials and are produced in zero-waste factories in Italy. Moreover, we go beyond production by offering a take-back program for tights of any brand – for next year, we strive to collect more tights than we produce. One of our missions is to transform the fashion industry by underlining partnerships, sharing our expertise in high-quality sustainable tights as well as inspiring others to join us – we believe partnership is the new leadership.

What inspired your decision to manufacture your stockings in Italy?

A fundamental aspect of having production in Italy is that traceability in Italy is supreme. The village where our production takes place has a long history of tights manufacturing. This does for instance contribute to an impressive expertise built upon many years within the business but it also implies that all necessary factories are conveniently located close to each other, which is great from a sustainable point of view.

Can you tell us a bit about how you ensure longevity with your products? 

Longevity is the highest form of sustainability. While we are determined to produce tights that stand the test of time, it is important to point out that tights do eventually break. We are actively exploring creative solutions for recycling and repurposing. While there are increasing opportunities to recycle a product back into its original form, we constantly look for ways to transform used tights into something entirely new.

A prime example is our collaboration with Gustaf Westman, where tights are given a second life as beautiful tables – an inspiring testament to circular design.

Furthermore, longevity is founded on good quality products. It is important to understand that several aspects are being included in the sustainability spectra – and good quality is one of them. We refuse to compromise on quality because we understand that durability is a cornerstone of sustainability.

What’s been the highlight of the journey so far?

There have been countless memorable moments over the years, making it particularly difficult to highlight just one. With that being said, winning the “Årets Blickfång” at the ELLE Gala in Stockholm stands out as an unforgettable milestone. Getting that recognition at such an early stage was incredibly validating and somewhat gave a testament to the vision we were striving to bring to life.

Another defining milestone for us marks one of our first branded collaborations with Danish brand Ganni, let alone our most recent extended Rosa Lace Tights collection with Reformation. These partnerships play a crucial role in showcasing our approach to sustainable fashion and are especially meaningful when shared with brands that share our core values. To partner up with like-minded brands such as Ganni and Reformation is not only about creating fashionable hosiery for all but also spreading awareness of our mission to redefine fashion responsibly.

Is there an element of trial and error when it comes to perfecting your products? Tell us about the challenges you’ve had to overcome when building your brand

The process of building Swedish Stockings has been a true exercise in problem-solving. Coming from outside of the fashion industry, every step was an uphill climb, both tackling the tiniest problems as well as overcoming unexpected challenges. Coming from a background in finance and business administration, I had very little experience in the fashion industry.

One of the very first problems we faced was finding a recycled thread – it took weeks of searching! And when we finally found it – we discovered that the manufacturer had no experience in producing tights. And so on, another process took place and so it carried on. It has been a journey, solving one problem after another. But in hindsight, it is the challenges that define who we are today – a brand built upon innovation and the determination to never settle for less-than-sustainable, high-quality products.

It’s so great to see sustainable brands going above and beyond – could you tell us about The Recycling Club and your collaboration with furniture designer Gustaf Westman?

We are constantly in the process of finding new ways to prolong the life of tights – our collaboration with Gustaf Westman is one of them. This collaboration shows that there are other ways to prolong the life of tights – other than recreating another wear-and-tear item.

The Recycling Club is a project we initiated for people to recycle their used tights to give them another life. We collect all tights, no matter the brand – and as I mentioned before, we have a mission for next year to collect more tights than we produce. 

How would you suggest best caring for your products to make sure stockings last as long as possible? 

To ensure that your tights last longer, proper care is essential. Our detailed Care Guide provides customers with more practical tips – such as air drying your tights to preserve quality and avoid wash softeners to maintain elasticity. One of my personal tips is to take proper care of your hands and feet – keeping them soft and smooth prevents accidental snags. And, if you are wearing shoes, adding an extra sock can help protect your tights from snagging on sharp zippers or small stones.

We know you just launched a collaboration with Camille Charriere which is so lovely, can you tell us a bit about why this was an important partnership for you? 

Camille is known for her love of vintage clothing and impeccable personal style, she’s a fashion muse. We have co-designed 4 pairs of tights with her that makes the ultimate tights repertoire. By partnering with Camille we show that tights are the perfect fashion accessory and wardrobe staple you can use to renew the same dress in many different ways.

Lastly, we’d love to know: which is your favourite pair of stockings to style and how? 

My all-time favourite is our Olivia Premium Tights. They are classic and work for any occasion. What makes Olivia stand out is the range of colourways – allowing you to alternate between different moods and styles to suit any setting. Currently, my favorite is Olivia in the color Mole – it adds a softer, more understated impression to any look. Beyond Olivia – our Tora Shimmery Tights are the perfect choice for the holiday party season, adding the perfect amount of sparkle to your festive outfits.