Elvine Mänd may not be known by a lot of people, but her legacy and name is embroidered on the behinds and across the hearts of many. Elvine worked as a seamstress in Estonia. When the Russians invaded, Elvine made a run for Estonia’s neighbour, Sweden.
In 1975, Elvine’s daughter gave birth to a boy named Daniel Mänd, who would revive Elvine in a whole new way. He wanted to create something that came entirely from him and Gothenburg’s unrefined street culture, but made in the tradition of his grandmother.
The unsophisticated boy from the streets became obsessed with quality and sophisticated craftsmanship. Daniel’s life on the streets merged with his grandmother’s functional legacy to create a new kind of Elvine: Sophisticated clothes for unsophisticated behavior.