It all started with Hege (our commercial director) asking for stripes. I was a bit of a "we're-not-a-stripe-company" at first (I have to admit), but the idea was still a bit challenging and fun.

And so this little journey started
Maybe you already know, maybe you don't, but we have our resource principles that we apply to all our designs. Not for the sake of the rules, but for the sake of our planet, we believe there is too much garbage out there, we only want to bring good and necessary products to life. In addition, we have our company's DNA and the rest of our product collection to match. So some decisions had to be made!

First decision to be made
Fabric. If it was a plain weave, then we would have fine lines and an easy base to work with. But our existing tea towels are made of herringbone weave and these won tests for absorbency and design, so if we chose another fabric we would not have the best in test fabric and product. Herringbone weave became it, although herringbone weave is not really suitable for stripes, as the structure is V shaped. Did we have to take this into account in the pattern making phase anyway.

Then, which expression?
I admire Paul Smith and his recognizable stripes. I like the unpredictable, minimalism and balance. Paul Smith has an unpredictable approach, we have the minimalist expression, and I work with balance. So these 3 elements became the basis of the inspiration.

Work in progress

Construction of the design
Choosing colors, making stripes, finding the themes.

The first attempt was using a stone colored background and stripes of different widths. This was done to adjust the stripes to match the herringbone weave and to see if the stone colored base worked. It turned out well with the stripes, but not with the stone colored background.

But after the themes came naturally as parallel design projects were going on where themes like FLORAL, OCEAN and EARTH were being made. The rest was fun. And now it is! Now the checkered kitchen towels are part of our organic collection.

First sample of the checkered kitchen towel