Emma Elwin

Notes from a Swedish stylist

This post is published in collaboration with Uniqlo.

During these months, when my routine has been to do pretty much everything from home – working, working-out, playing with my four year old, chilling on the sofa – I’ve really taken my everyday wear standards to a whole new level. I’m always very picky when it comes to what enters my wardrobe – it needs to fit with my other garments, it needs to be durable, it needs to be practical and comfortable (I just sold my last heels, it’s just not my lifestyle any longer and I’m not even sad about it). But this spring, I’ve dwelled even deeper into the world of performative materials suitable for everyday wear that still have that luxurious feel and last for a very long time.
Uniqlo is an old friend of mine and I got my first staples from there when I was a teenager (and I still wear them!). I love LifeWear garments that surpass trends and work in most everyday situations. My keepers from Uniqlo have simplicity, quality and longevity in common.

And now let me tell you about AIRism – my go-to for innerwear. It’s one of Uniqlos ongoing collections, an important part of LifeWear, which is what Uniqlo calls their clothes – clothing designed to make everyone’s life better. The idea with AIRism is to enhance everyday comfort. It has a lot of functionality that is really amazing: for one, it disperses moisture and releases heat by moving sweat away from the skin to keep you cool and comfortable. On a really hot summer day, it dries quickly to keep you fresh. The styles are stretchy and soft on the body while having a silky feel. They even have antimicrobial properties to help prevent the build up of bacteria and they absorb, neutralise and eliminate sources of odour in clothing.
All in all, AIRism is the most comfortable innerwear with a lot of functionality as a big plus. At home, I wear my AIRism pieces as they are, and when I go out I keep them on as my first layer. I wear them for work, for workouts, for playing with Dylan and I won’t lie, I fall asleep with them on the sofa at least a few times a week.

Check out the Uniqlo AIRism collection and find your favorites here.

@Uniqlo_SE, #UniqloSE #AIRism
This post is published in collaboration with Uniqlo.


Catarina: Jen, i was just gonna write the exact same message.
September 5, 2020

Make it last: Hi Jen, we hear you and appreciate you taking time to let us know. We treat every collaboration request individually, and don't have a general rule of not covering fast fashion. Rather, we cover some, selected initiatives coming from the high street chains, because the giants are the ones that need to change their entire, massive systems, and we want to communicate with their customers, perhaps even more urgently than people who are already into sustainable fashion and what it means. With that said, it's a balancing act and we're learning as we go along. With Uniqlo's Airism range, our impression is that the innovation-driven material lasts well over time, which is something we take into account when judging the sustainability of garments. We want to think our readers make up their own minds on where their boundaries go, like you do. Mixed signals is a bad grade and we definitely take it into account as we continue forward. Thanks again for sharing your view.
June 23, 2020

Leslie: This really doesn’t align with what o thought this blog was about. Not sustainable for fashion business, not safe against women’s skin.
June 19, 2020

Jen: Hmm, I hope you can take this as constructive criticism, because I really like this website and have been a reader for years now. Something that really troubles me and that I find totally at odds with your messages on sustainability is how often you feature enormous, fast fashion brands such as Uniqlo, H&M, etc. These companies are guilty of greenwashing while causing massive environmental harm, and are absolutely the main cause of the current over-consumption and waste we see in the fashion industry. I know you guys need to make money and that posts like this help in that regard, but it really is sending an incredibly confusing message to your readers. I am very knowledgable about sustainability and stopped buying fast fashion years and years ago, but I think some of your readers who are newer on this journey are receiving mixed signals from you. Anyway, I hope you can take this into consideration when working with brands in the future.
June 18, 2020

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