Stil & Ansvar - true style comes with responsibility

Kind developed the visual identity for Stil & Ansvar, a Swedish fashion accessories retailer with strict transparency and corporate social responsibility (CSR) requirements on the production processes of their suppliers and their products.

Stil & Ansvar (which translates as Style & Responsibility) sells fashion accessories based on the concept of ‘slow fashion’. Slow fashion is where quality comes before quantity – its about focusing on fewer products of higher quality with longer life cycles. It's a concept that promotes timeless design, sustainable production, and minimal environmental impact.

Stil & Ansvar places high demands on their suppliers. They are striving for a more sustainable fashion industry with transparency in all stages of production, where fair working conditions based on a living wage and gender equality are in focus.

Johannes Blomgren, Branch Manager at Kind's Stockholm office, said: 'For us at Kind, it has been a fantastic journey working with Stil & Ansvar and their uncompromising and deeply passionate efforts to challenge consumer behaviour and promote a more sustainable fashion industry. 

'Having had the opportunity to dig deep into the philosophy of Stil & Ansvar and talk with them about their perspective and vision makes one thing clear beyond all doubt: you cannot have style without responsibility.'

Anna Fernmo, founder of Stil & Ansvar, said: 'Our goal is to be able to offer consumers bags and accessories designed and manufactured with great care and professional pride – bags that signal style and awareness, that you can carry with a clear conscience. We understand that it can be difficult to find products manufactured under decent conditions. We want consumers to feel that at Stil & Ansvar, we have already made a serious choice.

'Our vision with Stil & Ansvar is to build a brand that is more than just bags. We are advocates of slow fashion and we needed an agency that could understand the entire concept. Kind has done a fantastic job in developing a visual identity for us that goes hand-in-glove with this concept, and helped us to put into words what we want to convey to the world.

'After lots of regular communication, very congenial visits and many laughs, we succeeded in developing a level of collaboration that we hope and believe will continue for many years to come. We also felt confident about giving KIND a free hand to develop a visual concept for us because they are incredibly talented when it comes to having a deep understanding of their customer’s message and vision. 

'We have only good things to say about Kind and their designers, and we’re extremely happy about this collaboration! We are also incredibly proud to be visible as part of their portfolio alongside such eminent companies.'