Named “Rookie of the Year” by the Swedish Fashion Council, Lobra was started by designer Louise Bramstedt who moved back to Sweden not too long ago, after working as a designer in New York. According to the Fashion Council jury, Lobra constitutes “a fearless ray of sunshine whose experience of the world is translated into stylish products with an exclusive touch.” The jury loved the “party” vibe and the splash of colour in the shoes and accessories that are the trademarks of the brand.
And it’s true, Lobra is definitely not the typical strict, androgynous Swedish brand with blacks and discreet colours, having instead more of international luxury feel.
Louise, who describes herself as a “passionate and hardworking person” likes to watch Italian vintage movies, travel, cook for her family, sew and take long walks in her free time.
What is “Lobra”?
Lobra is coquettish dreams. It is a soulful brand that is all about making women feel lovely and extraordinary. The products are made with the highest quality of craftsmanship and materials all made in Italy. We focus on shoes and accessories to complete the closet with extraordinary pieces. Lobra products are made by some of the best craftsmen in the world and that is key to us. We want to highlight the importance of quality.
Lobra is based in Kalmar, do you think not being based in a large city affect your designs?
I don’t think it affects me since I have found my creative language through living and working as a designer abroad for ten years, in cities like New York, Milan and Copenhagen. Living in a smaller place gives you focus to work and create. The networking can at times be far away, but since I travel a lot that is no problem to me.
What is the story behind the brand?
Lobra started to come to life when I lived in New York. I got such amazing inspiration from the energies and of the city. The glamour, the skyscrapers and night lights together with my Italian experience made me start dreaming about my own brand. Lobra was created after long walks in Central Park and shopping in the elegant department stores. I spent many long, long hours drinking fine wine, eating great meals and delicious desserts along with my sketchbook at the Roman/Italian restaurant Sora Lella.
How did you find the name?
Lobra is my name LOuise BRAmstedt, but also a location in one of the most beautiful areas I know – the Amalfi Coast in Italy where there is a small port called Marina della Lobra. When creating the name I came up with the idea and it became the perfect match.
What is your artistic philosophy?
To create coquette dreams and bring them to life. The philosophy has always been to make women feel lovely and extraordinary. It’s all about the small details. Lobra is a product for all senses and the soul that brings out your inner Divina.
What inspires you?
My inspiration comes from Italian vintage movies, corsetterey, old Hollywood glamour, contemporary art and exhibitions, metropolitan energies and travelling. I also get inspired by dining in amazing places that have delicious menus, beautiful environments and interesting people, where they play music that matches the place. Experiences for all senses is always a great inspiration.
You won the rookie of the year award this year. How has that affected your work?
It gave me a spotlight on the Swedish market that has been very good for the brand. Thanks to that I have gained a very important network. It was also an acknowledgement that confirmed that I am going in the right direction.
What has happened since?
I am now working on FW13 collection. In October Lobra will open a web shop. There has been a lot of marketing projects and new ideas for upcoming collection and events.
What are your plans for the future?
To be an alternative recognized luxury brand on the international market. I would also like to have a men’s line for shoes and accessories.
