Shopping at a High-Street store is basically you cancelling all of your own dreams.

You heard me right. By not supporting your local independent business’ you’re allowing for their to be a reasoning on why no-one should ever chase their dreams. You ever wanted to run an ice-cream store in your own town? Why haven’t you?

Is it because you’re worried no-one will come as they will pop down to their local co-op a buy massive tub for the price of a scoop?

But what they don’t know is how you’ve spent 5 years perfecting the recipe, testing out different flavours with your friends and family. They absolutely love it.

This is what it is like when you shop at your local new look rather than perhaps browsing some local enduring brands. Maybe that massive retailer has a 50% sale on, but who really gains from it? You for a day and the big bosses probably living on a yacht in the middle of the ocean somewhere.

OR you could shop from your local brand, get something completely unique and allow the owner to come and buy an ice-cream from your local store!


Netflix showcases Sustainable Fashion in ‘Home for Christmas’… AND we love it.

The Norwegian series ‘Home for Christmas’ was added to Netflix in 2019. If wanting to watch the series and Norwegian not being your first language, I would recommend watching with subtitles and not the dubbed version.

IMBD describe the series as being about ‘ The constant comments on single life of 30 year old Johanne and society’s expectations of the perfect family Christmas finally gets to her. Johanne starts a 24 day hunt for a partner to bring home for Christmas.’ I won’t give any spoilers about the show! But instead I want to talk about the use of Sustainable Fashion by Johanne as played by Ida Elise Broch .

The Re-Occurring Jumper

I love the occurrence of this jumper throughout the series. In most TV shows/ series, when the day changes over, the actors tend to have a complete outfit change. But not in ‘Home for Christmas.’ The jumper as well connotes the personality of the actress well. Other garments which the character wears regularly are her woollen coat, beanie hats and of course her jeans.

The Red Woollen Coat

Watching the series got me wondering if perhaps it is down more to a Norwegian mindset. I have currently been reading ‘The little book of Hygge’ by Meik Wiking. The book is written at the Copenhagen Institute for Happiness, part of Scandinavia. Inside the book it replicates the notion of not buying into a materialistic world and being happy with the comforts around you.

The CEO of Oslo Runway, Ditte Kristensen , speaks about why Norway are most likely to be more sustainable regarding their fashion

“Egalitarianism, gender equality, tolerance and openness are firmly rooted in Norwegian society. These are reflected in Norwegian fashion as well, making it attractive internationally. A number of actors in the Norwegian fashion industry integrate corporate social responsibility into every segment of their activities.”

Kristensen, D (2019), Norwegian Fashion: Setting a Sustainable Standard

In ‘Home for Christmas’, The Norwegian society qualities are represented, particularly through the fashion sector. Openness to trying out a variety of different relationships and the welcoming warmth of her own family, connotes the personality of Norway.

Keeping it sweet and simple, I will allow you to watch the series and tell me for yourself what you thought. Why not drop me a message on Twitter @dainesatelier or on Facebook.

Take a look on our Etsy to find your own jumper to create your own Hygge!