Today we create beautiful, functional garments for women, and it all started back in 2012. It’s been a bumpy ride, but your support is what keeps us going!
“Ironically some of our main competitors today are three companies I started several years ago.”
Let’s take a look back in time, even before I started in the fashion industry.
Going back over ten years ago I was active in the fitness industry. It was my passion and work. At this time the industry was different from what it is today. Going to the gym, lifting weights, taking supplements and competing was not as acceptable as it is nowadays. Four years later…
My life changed a lot and so did the fitness industry. With trends such as calisthenics (street workout) and yoga things were moving in a healthier and more versatile direction, but the big game changer came when Cross Fit blew up! This became a major opener for the gym industry. Going from underground to something mainstream. A lot changed, but most importantly “everyone” started to go to the gym (good trend though).
I saw this coming at an early stage and I knew people craved better looking gym and sportswear. At that time you had basically two choices.
Option 1.) sportswear from hardcore fitness brands
Option 2.) sportswear from brands such as Nike (their collections was far from what it is today, and the selection in Scandinavia was very limited.)
At that time I decided to make the perfect tights/leggings. Perfect in terms of fit, comfort and touch of the fabric.
With my previous partner I visited several factories to understand and start the process. During the research & development phase we ended up (instead of creating our own sportswear) working as agents for an Italian sports fashion company. It became a worldwide success with the main focus on women’s pants and sportswear. It was awesome!
“With our experience from a manufacturer and consumer point of view, we have a great advantage others don’t have.”
While still working for the Italian brand I continued to explore and learn from manufacturers around the world. I made quality checks on already made products to improve future productions because quality was my number one focus area.
I took the research & development to a new level. Traveling back and forth from Norway to Italy, France, China and Japan to visit prestigious manufacturers. I educated myself in developing sportswear, functional fabrics, cotton jersey, denim fabrics and the finishing of denim.
I worked as a consultant teaming up with the most renowned factories in the world of fashion and sportswear.
Soon I thought I was done with sportswear. But before I even quitted I was included in a new project. It was a bad decision I made, and ironically this company is one of our biggest competitors today. I quitted and continued in the denim business.
My current partner gave life to Famme. In less than four months we released our first collection with custom-made fabrics made in Italy by Sitip S.P.A.
I had super high expectations because of our good products, but the reality was harsh. Starting in late 2016 was nothing compared to a few years ago. It was difficult and the marketing and competition was much harder. We struggled and almost shut down the business.
After eight months we had the option to either quit or go all in. If you’re still reading you can obviously understand which option we went for.
This experience and hard beginning actually makes us motivated to work even harder to give you the greatest experience ever! We are forever grateful for all the support from you.
As we grow, we strive to remember where we’ve been and who we are as a company, while also pushing forward to constantly innovate and improve. We reinvest in our products in the hope of creating tomorrow’s essentials.