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Emma Elwin

Notes from a Swedish stylist

Classic sweater

Posted in Style
by Emma Elwin on 30 October, 2015

Cashmere and wool

Sweater, Lisa Yang. Trousers, Stella McCartney.
I am spending this grey Friday in a cozy crew neck cashmere and my favorite black wool slacks.

Walking on clouds

The other day Lisa, Columbine, Nike, myself and a bunch of others were trying out Scholl’s recyclable insoles, GelActiv. A smart product for the ones of us who run around in not so ergonomic shoes all days. Read about them and see all the images from our night out here.


This post is presented in collaboration with Scholl.

Une green

Posted in Beauty
by Emma Elwin on 29 October, 2015

Emma Elwins favorite mascara is made by 100% procent natural ingrediens and last all day without crumbling.

I rarely use mascara but when I do I love this one from Une. It is made of 100% procent natural ingrediens and last all day without crumbling.

Recommended reading

Style — 18 August, 2017

Learn How To Extend the Lifetime of Your Wardrobe

During The Stockholm Act festival, Electrolux, Houdini and Make it last invite you to a Care & Repair event and Fashion Flea Market.

Life — 17 August, 2017

Pixie Turner: "I think food should make you happy as well as healthy"

We’ve asked some of our favorite foodies to answer 10 questions about green, clean and healthy eating!

Style — 16 August, 2017

BRAND TO WATCH: sat-su-ma

Informed by plant biology, sat-su-ma brings a new dimension to “florals for spring”.

Beauty — 11 August, 2017

9 Natural and Toxin-Free Deodorants Rumored to be Ace

Have you made the deo-switch yet? Skip toxic aluminums and go natural!

Winter white

Posted in Style
by Emma Elwin on

Lisa came back the other week from Paris with this beautiful vintage coat.

Lisa came back the other week from Paris with this beautiful vintage coat she found at a vintage market. I think that it is a great ide to look at the secondhand stores for a winter jacket. I might have to look for something similar, I do love winter white for winter.


Posted in Beauty
by Emma Elwin on

Emma Elwin loves the brands that have refill.

Mascara, cream blush, lip tint & eye shadow, Kjaer Weis. Deo, Lush. Sope, L’Occitane.

I love brands that have refill. The Kjaer Weis are one of my favorite makeup brands. I also love packed free products like this deodorant from Lush.

The classics

Posted in Style
by Emma Elwin on 28 October, 2015

Emma Elwin has a weakness for...

I have a weakness for brown, and I just could not resist this tiny little vintage bag when I was on a vintage hunt in France.

What’s your Eternal flame?

Posted in Life
by Emma Elwin on 27 October, 2015

Competition time!

It’s competition time! Today we want to hear about your wardrobe heroes–the garments you always return to and repair over and over again because you can’t imagine life without it. Like these jeans for Lisa!

What memories does the garment carry? Share your Eternal Flame on Instagram with the hashtag #EternalFlamexGranit and write a sentence about what it is that makes you love it so much, and win a gift certificate at Granit worth 2 000 SEK.

Last day to enter 2 November 2015. Winner will be contacted via direct message on Instagram. Only posts on open accounts are considered.

Good luck!


Posted in Style
by Emma Elwin on 25 October, 2015

You gotta love a jumpsuit

Jumpsuit, & Other stories.
You gotta love a good jumpsuit that is eggnog colored and super comfy. This one is designed by one of my favorite inspirations sources, Jayne Min.

Afghan women's tradition of weaving carpets in war times.

Our office neighbors at Eytys have decided to donate all income generated by the sales of the Peshawar shoe – a model inspired by Afghan women’s tradition of weaving carpets in war times; handicraft commenting the tragic times via embroidered motifs of guns, armored cars and helicopters – to Refugees Welcome Stockholm and UNHCR. They’re still available to buy here, go have a look!

Sunday Morning

Posted in Life
by Emma Elwin on

Sunday morning as it should be.

Sunday morning as it should be.

I been working like a dog

Posted in Style
by Emma Elwin on 23 October, 2015

I should be sleeping like a log

I has been one of these weeks when you lose track of the time. It has been a lot of work this week, mostly fun things! But stil, I am really exited for two days of weekend. I am going to try to get out in nature. That always gives you new energi.

Last days of summer

Posted in Life
by Emma Elwin on 21 October, 2015

Emma have a terrible surf addiction...

This is the last post from the days in France. Since I got a terrible surf addiction, I might already have booked my next surf trip even…



Posted in Style
by Emma Elwin on

Let the sun shine

T-shirt, H&M studio. Shorts, Vintage. Sunglasses, Acne Studios.
I was just looking trough the pictures from last weeks trip to Biarritz. Feels almost unreal that last week I was wearing just shorts and a t-shirt.

The first step

Posted in Style
by Emma Elwin on 19 October, 2015

A step in the right direction

Shoes, Flattered.
We got these to the office the other day to try out! It is a par of indoor ballerina flats handcrafted with organic leather from the Swedish tannery Tärnsjö Garveri. They are oh so comfortable and perfect for the office.

Bobble hats for a good cause

My granny taught me how to knit. I used to sit and watch her as she created magical things for us to wear, so it was a big deal for me when she taught me how it was done. I knew it was knowledge passed on for generations: her mother was a knitter, her grannie too.

I started off with scarves. I made a whole lot of scarves. Then I tried to knit a bobble hat. It turned out… asymmetric? To use a nice word. But then again, isn’t that what makes handmade things special: the small inconsistencies, making the things unique.

Today I want to tell you about innocent’s project The Big Knit. Since ten years back, innocent has engaged people in knitting small hats for their smoothie bottles. It might sound like an odd thing to do, but it’s connected people from all over, and raised about 35 million Swedish kronor to charities supporting the elderly. Recent studies show that as many as 70 percent of the elderly suffer from loneliness, and innocent supports initiatives aiming to change that. Once a bottle with a hat gets sold, money is donated; in the UK, to a charity called Age UK and in Sweden to The Red Cross and its activities for the elderly.

In the UK alone, 5 million hats have been knitted since the start in 2003 (!). Now the campaign has reached Sweden and it’s time to see how many bobble hats will come out of this crazy cold country.

Innocent encourages you–beginner or total knit pro–to bring out your knitting needles, make your tiny hats and put them in the post before 4 December 2015. In February next year, they’ll be put on innocent bottles in stores, and for every bottle sold, 2 SEK is donated to the Red Cross.

Read more on denstorastickningen.se and watch our tutorial here.
This post is presented in collaboration with innocent. 

Natural pigment

Posted in Life
by Emma Elwin on 18 October, 2015

Emma Elwin is looking for natural wall paint color.

I am looking for some natural paint for painting my walls. Do you guys have any good tips on brands?

Back home

Posted in Life
by Emma Elwin on 16 October, 2015

Emma Elwin is back at the office after a week of surf, baguettes and sunshine.

Now I am back home form a week of surf, baguettes and sunshine in south of France. Even though I already miss surfing but it does feel great to be back at our amazing office! I just spent an hour with Nudie’s spring collection and got loads of sustainable inspiration.

Let the sun shine

Posted in Style
by Emma Elwin on 14 October, 2015

Today is the last day here in Biarritz, and we already have our next surf trip planned. You really get addicted to surfing.

Today is the last day here in Biarritz, and we already have our next surf trip planned. You really get addicted to surfing.


Old ballet body, Dance & gym shop. Jeans, Beyond Retro.

Both sides now

Posted in Style
by Emma Elwin on 13 October, 2015

Grey days

The weather is growing colder and I am very happy for bring a coat and rain jacket.


Coat and trousers, Beyond retro. Tröja, Massimo Dutti. Shoes, Vans.

Travel light

Posted in Life
by Emma Elwin on 12 October, 2015

Emma Elwins is trying to travel light.

I don’t like to travel with a heavy bag. So for this trip I really tried to bring at little as possible. These are some of the things i brought!

Read three of my best pointers when it comes to packing here!

Emma Elwin is at the moment in Biarritz and might never come back.

I can not emphasise how much I love beeing back in Biarritz. To walk around bare foot in October and start everyday with a few hour of surf. This is how life should be always. Wish I just could stay here forever!

Villa Belza

Posted in Style
by Emma Elwin on

My favorite vintage store

Coat, Beyond Retro.
I found this suede coat the other week at one of my favorite vintage store in Stockholm. If your looking for something similar have a look in a vintage store. I was actually chocked how many amazing looking once like this I found in the different secondhand stores around Södermalm.

I'm going where the sun keeps shining

I just sat down at the airport, it is finally time for some sun and surf in Biarritz. The song on my mind is this one.

The sleeveless turtleneck

Posted in Style
by Emma Elwin on 7 October, 2015

Bring out the scissors

Topp, Lindex.
The pick of today is this sleeveless turtleneck made of organic cotton. The inspiration on how to wear it is provided by a young Charlotte Rampling. Is she not beautiful? If you, like me, have more than one turtleneck lying around at home you could just cut the sleeves on one of them. If you decide to bring out the scissors, it might be good to choose one that is more of a fine knit, or even better of made jersey. This way you avoid the knitting from unraveling.

I want to learn how to do that!

Lately I have been so inspired by Camilla who is making these amazing hand embroidered shirts. The obsession did not go away after spending a week in Mexico where all the markets a filled with these kinds of shirts. So I have come to the conclusion that this is something I would love to learn. Just a quick google revealed a world of various techniques on how to do embroidery. Although it would be nice to actually take a proper course in the matter… To be continued!

The vintage hunt

Posted in Style
by Emma Elwin on 5 October, 2015

A bargain

Today I am wearing secondhand from top to toe! The jacket and the jeans was a bargain from this weekends flea market and the shoes Lisa found for me on Ebay.

Weekend inspiration

Posted in Style
by Emma Elwin on 4 October, 2015

Emma Elwin wishes for sunshine.

Hope you all get some rest, sun and laughs this weekend.

Woolen socks

Posted in Style
by Emma Elwin on 3 October, 2015

Emma Elwin thinks it is time for these...

It is time to bring these good friends out of the wardrobe.

Brown corduroy and Miss Simone

Posted in Style
by Emma Elwin on 2 October, 2015

My girls Stella, Bobbie and Nina Simone

I’m still at the office trying to catch up on some work. As company I have my girls Stella, Bobbie and Nina Simone. And without sounding completely pathetic I have to say, I could not think of a better company for this Friday night. Today I was wearing this weeks one piece three looks corduroy trousers with a silk shirt and heels. The shoes stayed on for 10 more seconds after taking this picture. BUT! Would you not agree that this would be a perfect transition look, you know, to wear at the office straight to ones dinner plans.

Okey that’s my cue, need to get some sleep for tomorrows loppis!! Super exited! Hope to see you there?!


Shirt, Filippa K. Trousers, Margaret Howell. Glases, Céline. Scarf, Adidas.

Amazing people

Posted in Life
by Emma Elwin on 1 October, 2015

Emma Elwin finds the sentences that appear on her screen to be trivial, superficial, unimportant. And wonders who, in these times, really cares about timeless shoes?

I find myself in front of my computer with the ambition to write something about a picture I have taken. Sometimes it feels like the words are pouring out of me, on to the keyboard. Other days nothing that seem to matter. Like today. I find the sentences that appear on my screen to be trivial, superficial, unimportant. Who cares about timeless shoes?!

Last week I had the great fortune to meet, listen and cook for some truly amazing people who had just arrived to Sweden. People who have been traveling a long hard road with the hope to find a new start here. Meeting them really made me see life from another perspective. But also, it triggered feelings of helplessness, about the things I wish to be different. Laws that harm, boarders that are opened for some but closed for others. It really breaks my heart. I think we all wish there was something more we could do. If you live in Stockholm this is one way that you can help. This is an initiative that has done something good, for all people involved.

So, instead about writing about the shoes I’ve photographed, I want to share something a very wise woman told me just earlier today: Meeting a friendly face could mean a lot to someone who is traveling on a rocky road.

Tons of food is wasted

Did you know that around 100 million tons of food is wasted annually in the EU? If nothing is done, food waste could rise to over 120 million tons by 2020. Wasting food is not only an ethical and economic issue, it also depletes the environment of limited natural resources. This is something I try to have in the back of my head every time I shop for food. My best tip for food shopping is to never do it hungry, you tend to buy things that you might not need. Things that you will not finish before the expiration date has run out. Another tip that is also kind to your wallet is to have a look at the short expiration date counter, if you, like me, normally just shop for the day you can make quite a bargain.

This post is presented in collaboration with IKEA and their show Vad gafflar ni om. Over fifteen episodes, Martina Haag and Mogge Sseruwagi investigates situations that stops us from truly connecting with each other. In today’s episode, Martina and Mogge investigate how we can decrease food waste, and why we’re so scared of eating food with a past expiry date. Check it out!

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