In a warehouse just outside of Stockholm, Linnéa Alm Wahlberg, the Communication, Environment, and Quality Manager at Astrid Textiles, shared insights into the brand's history, its commitment to sustainability, and the challenges and opportunities that lie ahead. The Swedish brand specialises in Scandinavian interior textiles. 'At Astrid, we want to offer a contemporary, timeless and sustainable alternative in an industry with a somewhat toxic past.'
Linnéa Alm Wahlberg.
The inspiration behind Astrid
Astrid was founded by Anna Boustedt over 20 years ago with a vision that has evolved significantly over time. 'In the beginning, the idea was to sell ready-made curtains to private customers through a website,' Linnéa explains. 'But it was a bit early for that product. Internet webshops were not really ready, and the timing wasn't quite right. Soon, Anna shifted her focus towards architects and interior decorators, which marked a turning point for the company.'
A pivotal moment in the brand's history was Anna's encounter with weavers in Piemonte, northern Italy. 'That meeting was the beginning of something special,' Linnéa said. 'Anna saw the possibilities in textiles—what could be created, the craftsmanship involved, and the potential for innovation.'
With a background in a family textile printing workshop, Anna was determined to break away from the traditional approach of printed textiles. 'She was happy to work with colours, but just one colour, without the complexity of printing. This allowed her to create more with less—focusing on yarn-dyed fabrics, which offer simplicity and beauty.'
Crafting with tradition
Astrid is a relatively small company of 12 employees, yet its impact is significant, particularly in Scandinavia. The brand's ability to blend traditional craftsmanship with contemporary design is a key strength. 'A lot of people ask for more craftsmanship,' Linnéa notes. 'We have a big collection that caters to many needs. Our focus is on working with what we can make, while also being broad enough to offer textiles that work in various settings.'
The company's collaborations with top European weavers, especially in Piemonte, Italy, have been instrumental in maintaining the high quality and craftsmanship for which Astrid is known. 'Anna loves Italy—the crafts, the food, the lifestyle. She wanted to work with weavers there and tap into their incredible craftsmanship,' Linnéa shares.
Challenges for the textile industry
Sustainability is a cornerstone of Astrid's philosophy. 'We try to do as much as we can,' Linnéa emphasised. 'But EU's new "Green Deal" will be one of the biggest challenges for the textile industry.' The new EU regulations aim to reduce the environmental impact of industries like textiles and fashion.
'It's important because textiles and fashion have a big footprint. It's important to do what we can, but it will require continuous effort. We're already working in line with these goals. For example, we try not to mix materials and we offer transparancy in our production process. But as a small company, proving compliance will be a challenge.'
Expanding horizons
Astrid primarily operates in Scandinavia, but the brand's reputation is growing across Europe. 'We don't have a specific strategy for the EU market, but we are definitely working within it. Word of mouth has been powerful—people like our products, and we're very happy with that,' Linnéa says.
The brand has also made waves at major design events, such as the recent 3daysofdesign in fair Copenhagen. 'We showcased many new products, including a mix of our classics and some innovative new fibres like hemp and jute. We also launched a new flameproof collection with a really soft, natural touch,' Linnéa shares.
One of the highlights of 3daysofdesign was Astrid's collaboration with Friends & Founders, a Scandinavian design house. 'Combining Astrid textiles with furniture and objects by Friends & Founders has been a delightfully seamless process, one that allowed for new expressions to take form. Shaping five rooms for the exhibition on Bredgade, the new headquarters of the design brand New Works, we sought to inspire and engage by highlighting the interplay of colours and surfaces.'
Looking to the future
As for what lies ahead, Linnéa is optimistic about Astrid Textiles' future. The company plans to continue its presence at key industry events, such as the Stockholm Furniture Fair next year in February, which Linnéa describes as a 'fun and creative fair' and a great opportunity to meet colleagues and draw inspiration. 'We're also always inspired by new yarns and looking to extend our flameproof collection with woven patterns — subtle stripes, dots, and refreshing our offerings with new colours. I don't know when it will be ready yet, but it's coming,' Linnéa says.
More information:
Astrid
Nybrogatan 68,
114 41 Stockholm, Sweden
+46 8 667 15 33
[email protected]
www.astrid.se