A late evening in September, the full moon rises at an indigo-colored sky. The air is soft. Stina Loving is on her way home when, out of nowhere, a fox comes running across the street. Stina stops. So does the fox. She stares stare, without blinking. Stina stares back. Suddenly, the fox starts running, straight towards Stina. Just like a happy dog that has spotted its owner. Stina can't move. She can't breathe. The fox comes right up to her and stops at her feet, sniffing her pants and looking up. Time freezes. They're completely still. Then the fox turns around and runs off home. But also she runs straight into the logo of Stina Loving and the brand is born.
My name is Stina Löving, and I'm the designer and seamstress. I love working with materials that already exist, in colors that are like candy. Every piece is unique.
Fast fashion is problematic in many ways. It moves too quickly, produces too much, and hurts people and the environment in so many ways. My goal is to be a small piece of the puzzle for future fashion industry, where sustainability is an integral part of the business model—where fashion goes beyond just being textile and trends.
Anyone who has created something with their own hands knows that crafting something beautiful takes time. That’s why the craftsmanship involved in creating sustainable fashion must also be allowed to take time—and naturally, it comes at a higher cost. Stina Löving, educated in fashion design, pattern making, and sewing at Stockholm's Tillskärarakademi, brings her passion to life in every piece of Conscious Candy. The result is something truly unique and valuable—wearable works of art.
There are so many resources in the world, and it’s a waste not to make the most of them. We don’t need to create anything new, because everything already exists. In the textile industry there are vast amounts of materials that, for various reasons, go to waste. I make all of the garments from second-hand fabrics like sheets, tablecloths, curtains, and bedspreads to discarded textiles from other production processes, such as remnants or deadstock. Occasionally, I use new materials and then work as waste-free as possible to minimize leftovers. Nothing is wasted in my studio.