5 Quick Questions for Emy Little

1 April, 2010 kl. 10:54 | Comments

Pictured: "Fyra nyanser av brunt", img src unknown

 

First out in our "5 Questions For One Of Our Brands" series are Åsa Kax Ideberg och Karin L Kax from Emy Little.

What is (positive) swedishness to you?

"Swedes are ofte down to earth with a good sens of humour, thinking both locally and globally, caring about both environment and democracy"

 

Is there a shift from minimalism to more extravagance in young swedish design?

"In our case, yes. But generally, the minimal and the extravagant lives side by side. One doesn't have to exclude the other. Extravagance has to be complemented by somtehing toned-down to be really great."

 

What images do you consider most representative for Sweden?

"Breathtaking nature, pure water and fresh air. Apart from that, the royal family and design."

 

What market would you, personally, like to break in to – and why?

"We would like to develop more procuts for adults and market them abroad, mainly in Japan and Europe. When you're as niched as we are you need to reach bigger markets to expand. After all, we are both designers and entrepreneurs."

 

What are your favourite swedish …

… fine artist?

Åsa: "Ernst Billgren", Karin: "Alexander Roslin"

… music group?

Åsa: "Mustasch", Karin: "The Knife"

… movie?

Åsa: "Films by Killinggänget", Karin: "Early Jönssonligan"

… brand?

Åsa: "Odd Molly", Karin: "Tiger of Sweden"

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