Concept & Identity
Tied started as a my graduation project at Berghs and has now started to grow into something bigger than that – fueled by my love for fashion but also by my desire to change norms within that same industry.
In my pursuit of finding the perfect tie I searched the entire internet and every vintage store in Stockholm and still did not find it. A process that confirmed many of the prejudices I had about the tie as a cultural artefact. Its a symbol associated with power and poise – a symbol of patriarchy.
I wanted to be part of changing that image. Out of that incentive came Tied, designing the ties that I want to wear, with a different approach, aimed at women.
Simply put; Reinventing The Notion Of The Tie.
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THE TIED
COLLECTION
Every tie is designed and crafted by me, using my grandmothers sewing machine from 1958.
TIED PAPER
With Tied Paper the Tied universe is expanded. Inside you can read the Manifesto, about How To Wear Your Tie and the see the women wearing Ties Through The Times.
PACKAGING
The packaging is black and minimalistic, yet impactful due to its confident dimensions of 60x10 cm.