ChillN by Smallmatters with a clear environmental profile

ChillN with a clear environmental profile

Chill Norway is reborn in a new, sustainable version as ChillN by Smallmatters with clothing made from surplus materials and recycled fabrics.

Behind the revived brand is a strong team: Chill Norway founders Line Houge and her sister Nanna Gaarud, Line's partner in the company Smallmatters AS, Janicke Lorange, Larisa Boos and Harald Dahlstrøm. All of whom have clearly defined roles: Line and Nanna are responsible for design and production management together with Janicke, who becomes the "environmental watchdog" with responsibility for a clear sustainability profile. Larisa is responsible for advertising and marketing and Harald is responsible for sales.

Back with sustainability profile

Sisters Line Houge and Nanna Gaarud started Chill Norway in 2004 and created a small entrepreneurial adventure from what they still call “our baby”. Chill Norway grew quickly and became a very popular brand, with both children’s and adults’ collections. Gradually, the brand was scaled down, and four years ago the entire project was put on hold. Line Houge joined Smallmatters AS together with Janicke Lorange, and had decided that she was done with clothing production. Then they came into contact with Harald Dahlstrøm in her 50s. He firmly believed that the brand still had great potential and pushed for a relaunch. The two sisters felt done with running a brand from A to Z and doing everything, but decided that they could be responsible for design and production, but not sales. Dahlstrøm took care of that. Thus, the division of labor was determined and the roles were distributed.

- When we started Chill Norway we did everything ourselves, so it's good to be able to work in a strong team where everyone contributes, but at the same time has their own defined roles, say Houge and Gaarud.

Strong sustainability profile

Based on Smallmatters, which markets products made from surplus materials, including cashmere sweaters made from leftover yarn, ChillN has a clear environmental profile. The experiences and lessons learned in Smallmatters are lifted into ChillN and a commercial concept with a clear starting point: How to extract an optimal sustainable profit? Sustainability should be the starting point in the design and production process. All materials should be recyclable. Clean, recyclable qualities, digital printing and as local, short-distance production as possible should be used. With a focus on quality and fit as the hallmark of Chill Norway. The vast majority of production takes place in Europe, in factories that Houge and Gaarud know well from before, and in a certified factory in China.

Small starter collection

The first collection that Dahlstrøm is now in the process of selling consists of around 20 garments, mainly dresses that can be worn both for everyday use and for parties. Around half of them are made from velour from surplus stock, recycled cotton, Tencel elastic and leftover corduroy materials.

- We are starting with a small, manageable collection. The main focus is on the adult customer who wants to be fresh and feminine. The price level of the collection is medium plus, says the team behind Chill N.

Facts about Smallmatters

Transforms textile waste and textile remnants into new products that can be used again and again. In this way, they ensure that existing textiles circulate as long as they have value, and the need for the extraction of new natural resources is reduced. (smallmatters.no)

https://www.tekstilforum.no/chilln-by-smallmatters-med-klar-miljoprofil/882364