The Birth of Conscious Candy
A late evening in September, the full moon rises at an indigo-colored sky. The air is soft. I'm on my way home when, out of nowhere, a fox comes running across the street. I stop. So does she. I stare, without blinking. The fox stares back. Suddenly, she starts running, straight toward me. Just like a happy dog that has spotted its owner. I can't move. I can't breathe. She comes right up to me and stops at my feet, sniffing my pants and looking up at me. Time stops. We're completely still. Then she turns around and runs off home. But also she runs straight into my logo and my very first collection: Conscious Candy.
Right then and there the concept of Conscious Candy was born. "Conscious" holds the sustainability part, but also the courage to believe in yourself and your abilities, to be present and aware. "Candy" holds the positive energy and represents joy and colors. The concept is asleep right now, but it was the beginning and it took me all this way. And I'm far from done. I got no master plan. Just this mantra, quote David Bowie: "I don’t know where I’m going from here, but I promise it won’t be boring."
So stay tuned, and thank you for being part of this journey.
My name is Stina Löving, and I'm the one designing and sewing the garments. I love working with materials that already exist, in colors that are like candy. Every piece is unique.
Fast fashion is problematic in many ways. It moves too quickly, produces too much, and hurts people and the environment in so many ways. My goal is to be a small piece of the puzzle for future fashion industry, where sustainability is an integral part of the business model—where fashion goes beyond just being textile and trends.
Anyone who has created something with their own hands knows that crafting something beautiful takes time. That’s why the craftsmanship involved in creating sustainable fashion must also be allowed to take time—and naturally, it comes at a higher cost. Stina Löving, educated in fashion design, pattern making, and sewing at Stockholm's Tillskärarakademi, brings her passion to life in every piece of Conscious Candy. The result is something truly unique and valuable—wearable works of art.
Det finns så mycket resurser i världen och det är ett slöseri att inte ta tillvara på allt. Vi behöver egentligen inte skapa något nytt, för allt finns redan. Inom textilbranschen så finns enorma mängder material som av olika anledningar inte används. Det är grunden till Conscious Candy. Plaggen kan vara gjorda av allt från second hand tyger som t ex lakan, dukar, gardiner och överkast, men kanske också vara kasserade textilier från annan tillverkning som t ex stuvbitar eller deadstock. Det händer att jag använder nya material och då jobbar jag så svinnfritt som möjligt för att minimera avfall. Inget går till spillo i min studio.