If we were to list some of the most exciting retailer collaborations this year, Mytheresa would definitely make it — a few times. From Jacquemus to Cecilie Bahnsen, the online luxury retailer never misses to give us something to look forward to all year long and inevitably sell out immediately. Now, for its first collaboration for the fall Mytheresa comes together with British-based luxury fashion label JOSEPH for a capsule that adds on a consequential sustainability initiative.
The harmonious partnership comes to form in an exclusive limited quantity capsule entitled “The Waste Project: Waste Yarn,” launching October 20. The project will continue JOSEPH’s ongoing Waste Project commitment to take products from landfills and reimagine them into something new. Just in time for autumnal weather, the four-piece collection includes knitwear styles made from waste yarns from JOSEPH’s factories, and each piece has been hand-knitted by artisans in Macedonia, using traditional and meticulous techniques.
What better way to divulge into the impressive program and craftsmanship of the limited edition collection than chats with the designer couple behind the brand? Ahead, Anna Lundbäck Dyhr and Frederik Dyhr tell all in an exclusive interview with GRAZIA.
GRAZIA: The capsule exclusively available on Mytheresa comprises four pieces made from your factory’s waste yarns/leftovers. How did this idea first come about?
Anna Lundbäck Dyhr and Frederik Dyhr: The Waste Project is an initiative we started in 2020, taking product and materials destined for landfills and reimagining it into something new. For this project, our focus is waste yarn. Over time we have seen how factories throw away boxes of remaining yarn from old productions, so we wanted to utilize what was already available to us. We feel it is our obligation. As a business, we have an important role to play in building a more sustainable future.
G: Each piece of the capsule has been hand-knitted by artisans in Macedonia and is, therefore, one of a kind. Do you think that there is a part of the uniqueness and special feeling that machinery and mass production will never be able to recreate?
ALD & FD: Craftsmanship is part of the JOSEPH brand DNA, and this project champions that. The hand-knit techniques used have been passed down through generations of skilled artisans. It is a skill that is dying out as its being replaced by machinery. Each piece takes 5-10 days for the artisans to create. The quality of a hand-finished item simply can’t be replicated by machine knitting. Attention to detail and dedication to their craft run through every piece. Each piece is made with care and is totally unique, and that’s really special.
G: The past year led many of us to reflect and re-think our lifestyle and the way we’ve been doing things until now. There has been a lot of talk about seizing the moment for change, but do you believe that the impact will last and that there will be changes within the fashion industry?
ALD & FD: We hope so. If everyone does what is possible for them, those small changes collectively can make a big impact.
G: What would most help fashion become more sustainable?
ALD & FD: We believe in buying less and buying better. Investing in styles that will last beyond seasonal trends. Investing in quality, to ensure your pieces wear well so you can enjoy them season after season.
G: Tell us more about your creative process and inspirations for this capsule.
ALD & FD: When we first joined the band, we spent a lot of time exploring the brand’s archives. The brands founder Joseph Ettedgui first launched JOSEPH in the ’60s as a multi brand concept store. In the ’80s he launched JOSEPH TRICOT which was the brands first own label, focusing on knitwear. Whilst exploring the image archives, we found some incredible visuals of the old JOSEPH TRICOT designs. Working with the group of talented artisans, we have re-created these iconic designs into a small exclusive capsule of six pieces – two jumpers, a cardigan, a tank, a scarf and a bag.
G: What is your favorite piece from the capsule?
ALD: the high neck is making me long for cold winter days. The yarn is incredibly soft, and I would love to wrap up in it. Links me to memories of growing up in the north of Sweden.
FD: I always agree with my wife.
G: Which elements of this capsule represents best the Joseph DNA and why?
ALD & FD: For this project, we wanted to honor our rich history, whilst also staying true to our brand pillars of craftsmanship and sustainability.
G: What are the greatest challenges of taking over the creative lead of a brand like Joseph?
ALD & FD: JOSEPH has such a rich history. Our challenge is to stay true to the original brand vision as set out by Joseph Ettedgui; creating a balance between fashion and a timeless wardrobe of luxury essentials – whilst moving the brand forward and injecting some newness. It’s a great challenge to have…
G: When designing a collection, what does your design process as a wife-and-husband duo usually look like? Do you tend to work separately or closely side-by-side?
ALD & FD: We work very closely on all projects. We work side by side very organically. We both have different areas of expertise so very naturally, one of us will drive and the other will support, depending on the subject.