THE JOURNEY OF PIPOL

Pia Fehrm started her career as a designer and creative director of the brand PIPOL in 2006. After working as a business developer in the telco industry she chose to go in for her dream; creating a brand full of ethno feeling and expressive patterns, designed for all those longing for color and glamour – just like Pia herself. With a strong conviction and two empty pockets she gave it all. Travelling to Far East countries connecting to crafts men and women in distant places. All this at the same time she became a mother of two, divorced and lived a life where the days of the week varied greatly: one day travelling the country to find new clients, the next meeting producers in India, and eventually back to the little things surrounding the care and upbringing of two small children. The first years were turbulent although in hindsight the bigger decisions are easier to take when life is already going through changes.

Pia, what is it that PIPOL do that no-one else does?

• Our expression in our surroundings is unique: we do ethno-glamour designs in the cold North. Swedish people are by tradition calm and low-key in their look and Nordic people are overall not the most expressive ones. PIPOL’S design is quite the opposite so we have our clear niche.

What is PIPOL?

• A bazaar for People! We have created an oasis where we unite in the savoury and colorful look which has become our signature, which we call Ethno-Glamour. Our assortment is vast and we see ourselves as a bazaar – a modern lifestyle brand.

Ethno-Glamour – What is that?

• Statement earrings, bold and metallic details mixed with colorful bags patterns. Added to it a big chunk of attitude this expression has always drawn my attention. My mother worked in the 70s and 80s with fabrics, colors and art and I am brought up with color charts and fabric swatches around the house. I think this has had a fundamental influence on me and my choices in life. I have a strong connection to the ethnic patterns and the stories that comes with it. Glitter and glamour with a kind of vintage vibe. In our universe you can be colorful and outspoken or just let yourself be facinated by the small details. Be the you is our motto.

”Be the You”, what does that mean?

• Be who you are, in all your glory! If you want to be expressive and magnificent – Be that! Our products enables you to. What you wear or accent your outfit with doesn’t really have anything to do with inner strenght though.. after all that is something entirely different. But we enable women who want to be expressive or just spice up their life a little bit and glitter and shine, to be their most glowing selves.

Who inspires you Pia?

• I would say my mother, my daughter and Lady Gaga. Three women with almost super-powers. Lady Gaga does something extremely commercial which market-wise is brilliant, but without seemingly compromising herself and what she stands for. My mother has also chosen her own path in life and been very “I do it my way” in a humble and inspiring way. Finally my daughter both inspires and touches my deepest feelings of joy remembering me of what is really important in life – and gives me a lot of grey hair.

I see – what is your super-power?

• I think my overall strength lies in some kind of fearlessness and that I am very persistent. I can be quite analytical but if I get an idea I belive in I just focus, no matter the obstacles. And sometimes it’s doesn’t turn out successful – then again often it does – or I try again. I never give up really. I am kind of a mix between being full of energy and spontaneity – but in high need of controll.

Describe the design process!

• PIPOL’S design is sprung from me and my design team. We decide on colors to go for, find and create patterns to work with, and discuss shapes and styles. What was a success last time, what can be done better, what is the feedback from our clients, what do the sales team tell us. All these aspects go into the melting pot of ideas that eventually becomes the framwork for our coming collection. We then discuss solutions and take the ideas to our producers who also have an important role to play in our creative process. They have the skills and know-how necessary to make and create what we many times only have as a sketch. Since we work with many embroidery products also the necessary skills are not easy to find, and we have worked for a long time with many of our suppliers who come from India and China mainly.

How do you work with issues such as ethics, sustainability and environment?

• First of all these aspects of what we do are becoming more and more in the forefront of many decisions. Currently we have not found any supplier who can make the styles we do in proximity to Sweden, but we hope to be able to do so step by step. In the meantime we work closely with all our producers and I myself visit the premises of our suppliers. We do both pre-annouced as well as un-announced visits to our factories which for the most are smaller craftsmen. When we work with larger scale factories we have systems in place for checking their certifications and treatment of staff, wages and environment. In both India and China we have local agents helping us when we ourselves are not there. We strive not to use plastics /PVC and for feather and leather products we only use bi-products.

Describe a typical PIPOL look!

• Dark opulent hair and olive toned skin, highlighted eyebrows and a timeless fashion outfit. Add to that really eye-catching and colorful statement earrings and a glittering clutch. If you want to be magnificent you will always find something from us. Like we always say; Be the You, whom ever you want to be!