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Millkeeper - Side Hustle

Client

Millkeeper Stockholm

Agency

Inhouse

Role

Founder / Creative Director / Designer

Can't live without them - the side hustles. This one a bit more advanced than others - clothing, axes, leather wear. Experiments in product design, manufacturing and retailing. The exclusive night shirts were big in Japan for a split second, primarily thanks to a great retail partner in Tokyo. So much learning in this project, so much fun and so much love.

Born out of the love of a country cottage we once owned. It started with a series of night shirt,

...giving me the chance to dive into product design and manufacturing. Crafted in Portugal.

Sold online and in stores in Stockholm and Tokyo.

The latter the result of a chance encounter with a wicked retail-head there.

But truthfully, anything swedish will go big-in-japan for a while.

Making "ads" and materials in the woods around the original cottage.

I then turned to the process, and trying to find all-local and all-eco materials.

Resulting in this work glove, originally designed to protect my bloody arms from sharp weeds and.

Next out was axes, all Swedish beech, forged in Swedish metal, with Swedish cow leather.

I think I spent 100 hours shaping that handle arc.

More fun shoots, giving movement to the fabric....

...with my skateboard photographer friend Jens Andersson.

This is him. Handsome devil.

Look at him go.

I chanced upon some free ad space from an editor friend in New York.

So we made some print ads.

Lots of fun. And a fair amount of sales.

I loved every box I shipped. Having made something physical, that some stranger wanted to buy, amazing.

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