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MEET THE DESIGNER

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

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      “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.”

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          “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.”

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              “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

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                10 YEARS OF MOVEMENT

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                  Available 9-17 CET, Monday-Friday. Our representatives are English and Swedish speaking.

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