Brand Spotlight – Jessica Jönsson (Kram Barnkläder)

Brand Spotlight – Jessica Jönsson (Kram Barnkläder)

This blog post is all about Jessica Jönsson the founder of Kram Barnkläder.  We love the classic and simple love heart fabric design!  Here, we get to know Jessica better…..

Describe your business set up and how long have you been established?

I´m the owner and founder of  Kram Barnkläder. I´m also the only one that works in the company. I launched the first collection in 2009.

Can you tell me about your work studio and where it’s based?

I live in Stockholm and I work from home, so I don’t have a separate work studio.

What does your typical day involve?

Oh, it’s so varying from day to day just because I work on my own. I do the accounting, handle contacts with resellers, pattern making, etc. Co-ordination with my producer in Portugal, illustrations and pictures for my web-page, and for social media, knitting baby hats, blankets, etc for my web-shop. That’s just some of the things I do and it’s a lot of fun – all of it!

What products/collection of your brand is your favourite?

I really like the crawlers! They are very practical and cute. I heard from costumers and resellers that they are wanted in bigger sizes, so that is something I’m working on.

How do you gain inspiration for your work?

Other brands like Katvig inspired me in the beginning. I really liked their striped collection and their playsuits. This was in 2003, when my first daughter was born. I also love to visit fleemarkets and second hand shops. I collect fabrics and baby clothes from the 70-s. That is my main inspiration.

Whose work in the field do you admire and why?

I think Katvig filled a gap with their playsuits and their first stripe collection, and mini rodini is doing a great job with their cool and cute clothes, and a lots of other brands as well.

How would you describe your style?

Cute, retro and wearable.

How did you get started down this route and what did you do prior?

I have always been interested in creative work such as sewing, drawing etc. I went to art school and I studied photography for two years, but I couldn’t decide what to work with. I ended up  working in the hotel and restaurant business, but when I was on maternity leave I realised that fabrics, patterns and sewing was something that I really enjoyed working with. So I decided to start my own baby brand. I had absolutely no education or experience in pattern making or of the confection industry. Therefore, I’m really proud of my brand.

What are your goals for the future?

I hope new customers find and like my brand. It’s a slow and long process for me, but I have lots of ideas. I would like to have the heart print as a base collection and make other prints as well.

What did you want to be when you were a kid?

I can’t remember thinking about that, but I always sewed and crocheted with my mum so I guess I’m close to my dream work now!


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Retro inspired collection of unisex clothing. Designer and owner Jessica Jönsson’s inspiration for her brand came about when her first daughter was born in 2003. Like so many other parents who were born in the 70s, she wanted clothes without Hello Kitty and Disney motifs, clothes that girls can be cute and practical in but not for the sake of looking like little princesses. Love hearts for her is a real 70’s classic. The simple and clean aesthetics make the clothes easy and comfortable to wear. All the producers are certified by Oeko-Tex, which is a European Eco-label and the clothes are made in ethical factories in Portugal.

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