Articles

Hailing from Sweden: The Japanese Debut of the Cashmere Brand "Linnea Lund" that Aims for Timeless Wear

2025.01.17

The supreme cashmere spun from goats. That warm feeling is coming back with the season.

Among the knits and outerwear displayed in Paris show windows, "once you wrap yourself in it, you won't want to go back" has garnered praise for "Linnea Lund," created by Charlotte Linnea Björklund.

Charlotte aims to produce timeless cashmere wear that is gentle on both the environment and the wearer, based on sustainable production systems. Utilizing her Swedish roots and Paris upbringing, she is developing a brand that blends Scandinavian friendliness with French effortless aesthetics.

PROFILE

Charlotte Linnea Björklund

Founder of "Linnea Lund"

Born and raised in Paris to Swedish parents. She started her career at the renowned agency Trend Union, famous for its foresight in fashion trend forecasting. After becoming independent, she worked as a consultant for "Céline" and Italian yarn manufacturers, enchanted by Italian craftsmanship, and established her cashmere brand in 2020.

The Philosophy of "Linnea Lund" Mastering the Essence of Cashmere

First, could you tell us what inspired you to launch "Linnea Lund"?

I have been a fan of cashmere for a long time, but I often felt frustrated by the lack of high-quality clothing with traceable origins, compositions, and reliability. So, I decided to create it myself.

This project embodies a strong desire to infuse Italian craftsmanship, French elegance, and Scandinavian spirit, offering quality cashmere with uncompromising quality and traceability at a fair price.

For me, it was essential to make this noble and comfortable material, which is treated with respect, accessible to more people. My goal was to create beautiful, high-quality products that bring warmth and can be cherished for a lifetime.

Durability is also a core value of "Linnea Lund."

Our production is based on pre-orders, allowing us to tailor to our customers, rather than the other way around. We have little to no inventory, and our wardrobe primarily consists of timeless unisex basics transcending trends and eras.

Unlike most brands that release new collections monthly or seasonally, "Linnea Lund" takes a stand against the tendency for overproduction. Instead, we offer items that can be easily combined and worn year-round, regardless of the season or trend.

This approach, combined with an emphasis on color, material combinations, and versatile styling, embodies our philosophy of "consuming less but better."

This principle is the essence of "Linnea Lund."

What kind of worldview do you prioritize?

A genuine, friendly, and warm world designed for people to feel comfortable and relaxed at all times. We value beauty and simplicity without being overly extravagant.

At "Linnea Lund," we base ourselves on three pillars: high transparency in production, exemplary traceability, and high-quality raw materials, though achieving this in the world of cashmere is quite rare.

Additionally, the human aspect and love for craftsmanship are at the core of this project.

"Linnea Lund" is dedicated to valuing the essence of cashmere and maximizing its allure. We strive for a delicate approach to every process, prioritizing craftsmanship and the inherent beauty of the materials.

How has your brand grown in the four years since its launch?

Looking back on this journey, which started with just a few design and color ideas for suitcases, I am amazed at how far we've come in just four years.

Having two boutiques in Paris, pop-up stores around the world, a dedicated team of ten who consider the brand as family, and collaborating with the most talented artisans was something I never imagined.

I believe that our community around cashmere is one of our greatest strengths.

We have consistently provided high-quality products while remaining committed and true to our values, paying meticulous attention to production. At the same time, we strive to surprise our customers with consistency, which includes being careful yet bold.

This is why customers visit us, pre-order our pieces, and patiently wait for them to be lovingly made. This exclusivity creates a new relationship with fashion, making it more conscientious, responsible, and appealing.

From Mongolia to Italy—Rigorous Quality Control & Environmental Considerations

Can you tell us about your creative process? How do themes and designs come to life, and what inspires you?

We do not create collections based on the seasons, as our wardrobe is intentionally designed to be unaffected by seasons or trends.

Over the years, we have enhanced our collection with unisex basic items and iconic pieces that have arisen from both customer demands and our own interpretations of fashion.

I often observe what is missing in my wardrobe and design from there. After that, I collaborate with the team and workshops in Italy.

It’s a true collaboration where we explore, test, and decide together. Creating this synergy is a significant source of satisfaction for me.

Could you also tell us about your pride in craftsmanship and your commitment to sustainability?

The most important thing is to know where and how our raw materials are sourced. We partner with a prestigious cashmere yarn manufacturer established in the 1960s that guarantees transparency and perfect traceability.

Cashmere is sourced from goats raised respectfully by Mongolian nomadic herders and spun into yarn in an Italian spinning mill, where it is then tailored into cashmere garments just 15 kilometers away.

Our carbon emissions are minimal, and with a pre-order system in place, we produce only what is sold. There is no excess or shortage.

These practices and commitments have earned us the highest B Corp certification. This prestigious international certification is awarded to companies that demonstrate transparency and accountability while maintaining high social and environmental standards. It is a significant source of pride for me and my team.

Can you share your future outlook, including the expansion in the Japanese market?

I have a special affection for Japan. I had several opportunities to visit during my previous job, and I was completely captivated by its charm. In the future, I dream of organizing pop-up stores in Japan under the name "Linnea Lund."

At the same time, I want to deliver warmth to people through our responsibly made cashmere products while preserving traditional Italian craftsmanship and contributing to the realization of a fashion industry with lower environmental impact.

Text by ELIE INOUE