13 July 2016 16:00:00
Sandqvist: the Nordic temper
Speaking of what the Swedish dream may come
Because of its temper and climate Scandinavia is partly similar to our country regional nature: intense cold, short days and frozen thermometers. Great books, inventions and discoveries are made in these very conditions – where winter lasts forever. BRANDSHOP tells the story of a family business from Sweden.
The history of a Swedish brand Sandqvist could be a great screenplay for a Hollywood fashion-movie about an ambitious designer’s career. The keynote would be about escaping from routine and setting up a business and how important it is to follow your dream against any Scandinavian winds. It may sound strange but Anton Sandqvist’s melancholy gave an impetus to the foundation of the company producing accessories – the same thing happened to Alexander Stutterheim (he is also from Sweden) when he turned a new leaf and started the production of the amazing raincoats named after him.
Melancholy is back in town
Initially, Anton Sandqvist was a planning engineer in the machine building industry but he was also obsessed with handmade. Even working for Toshiba he came home after a working day, sat down at his desk and made the interior: he constructed avant-garde (as it is possible in Swedish design) lamps and furniture using materials at hand. It was like an act of escapism or an antidepressant drug, breaking free from tedious and routine work, Anton recalls. He bought an old sewing machine for his hobby and with the help of it made many accessories. The idea of producing backpacks came into his head in 2004 when he wanted to buy laptop bag and found out that there was nothing special on market. Upset he came home. A few days later he went to work with the bag he made on his own.
Many people paid the compliments to the new item of Anton’s collection and that’s why he decided to establish his own brand. Arranging a part-time work with Toshiba’s management Sandqvist scheduled his working week in the following way: the first three days he was an engineer and the rest two he developed new bags. Anton’s brother Sebastian and his school friend Daniel ran their lifestyle-magazine: together they equipped warehouse garage with everything necessary for a small workshop while a pantry was meant to keep yield.
By leaps and bounds
Sandqvist put simple but difficult tasks on the other hand: backpacks should have been made in sober style, functional and also durable. Brothers who both were in love with Swedish nature chose for the product exactly these colours related to it. Initially Anton’s view of how market works was a far cry from reality so he just came into stores he usually visited offering his products and cooperation. For a long time Anton sent his production on his own, packaging it at the post and often delivered bags and backpacks to the clients’ door if it was nearby. Only in 2010 Sandqvist managed to make profit. In that moment Sebastian and Daniel joined him.
The partnership of the brothers and their school friend resulted in the right direction of the business. The former magazine’s editors with a good knowledge of the fashion world helped Anton in designing – and later founded their own magazine named the same as the brand. The edition still exists and tells us about Sandqvist’s founders and their journey around Sweden: Sebastian, Anton and Daniel are almost professional bushcrafts who wore out a lot of pairs of boots. They are also keen on flyfishing. All these things found their reflection on offline and online magazines’ pages.
Sandqvist is a brand that embodied all the best things the Swedish take pride in: sober look, minimalism on its peak, high-quality and functionality. You can find fresh models in the catalogue of our store.
SandqvistBag Jordan Weekender Black
SandqvistBag Izzy Waxed Khaki
SandqvistBag Kaj Black
SandqvistBag Arne Blue
SandqvistBackpack Lars-Goran Black
SandqvistBag Floyd Blue
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