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MEET THE DESIGNER

To celebrate 10 years of Soft Sport, head of design Karin Segerblom shares how it all started and the inspiration behind the label.

“SOFT SPORT BEGAN 10 YEARS AGO

BECAUSE WE SAW A NEED FOR

SOMETHING THAT DIDN’T EXIST.”

Soft Sport began 10 years ago because we saw a need for something that didn’t exist. High quality active and leisurewear pieces that were simple and clean in design, that you could actually wear throughout the day. The first collection was tiny – just a legging, sweatpant, cashmere hoodie, and two layer tops. We wanted to create something that was luxurious and versatile, while also being very functional. Over the years it has organically evolved into a complete wardrobe.”

“THE DESIGN PROCESS IS VERY

INTUITIVE, AND IT’S ALWAYS

FOCUSED ON COMBINING

FASHION AND FUNCTION.”

The design process is very intuitive, and it’s always focused on combining fashion and function. Soft Sport is about helping women to feel both comfortable and confident. I love being outdoors and the natural ways of moving in everyday life – it gives me energy and it also makes me feel calm. It looks different to everyone, but I find inspiration in yoga and dance. In yoga you get to know your body in a meditative and strengthening way, while dance is an expression of emotion and a release. I love the energy and sensuality and the way dancers dress in layers – it really inspires me.”

“THE MOST IMPORTANT THING I’VE

LEARNED OVER THE PAST DECADE IS

TO TRUST MY OWN INSTINCTS.”

The most important thing I’ve learned over the past decade is to trust my own instincts. I’ve always believed so strongly in Soft Sport and finding a way to support women. Seeing it grow, and seeing women from all over the world join our community and seek wellness, it reaffirms the work we’ve done and the path we’re continuing on.”

MEET THE DANCERS

10 YEARS OF MOVEMENT

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Customer Care

Our dedicated team is happy to help you with any questions regarding your online shopping, including styling assistance and order support. Our Customer Care team is Swedish and English speaking. Opening hours 9-17 CET Monday to Friday.

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