WITH FOUNDER & CREATIVE DIRECTOR
Gardner and the Gang was founded by Kristin Nyström in 2012 and has been her personal one-woman project.
A Swede living in Singapore, she takes inspiration from her experiences travelling around the world. Creating bright, fun and bold designs, Gardner and the Gang’s collections always send out an uplifting message: “All kids are great, all people are valuable, and being a good friend is the coolest thing!”
Get to know Kristin and find out more about the creative brand below…
IT ALL STARTED
WITH ME HAVING
A BABY GIRL…
HOW DID GARDNER AND THE GANG FIRST COME TO LIFE?
It all started with me having a baby girl and finding it hard to find cool leggings for her. All the ones I liked were unfortunately sold out.
This, in combination with me just finishing art school in Singapore and a teacher that kindly helped me with printing contacts, started the brand off.
HOW DID YOU COME UP WITH THE NAME AND WHAT IS THE IDEA BEHIND IT?
The name is also related to my daughter. Her name is Ava and I got the idea to her name from the colourful strong personality Ava Gardner. So in short, Gardner and the gang represents my daughter and all kids that want to join the gang.
WHERE DOES THE INSPIRATION FOR YOUR COLLECTION COME FROM?
My inspiration comes from daily life. My thoughts about the world at the moment. I get inspired by current adult fashion as well. My thought is to always focus on the brand and not look too much at what other people are doing. I find it important to “stick to your guns” and keep going for the brand’s core even though trends might differ.
WHAT MADE YOU WANT TO DO A KIDS LINE?
Having kids of my own just developed the passion for fashion that I always had. I also love to see the kids so happy in the clothes and that always makes my day.
THE COLLECTION IS FORMED IN MY MIND
AND THEN WHEN IT IS TIME TO DRAW IT,
IT ALL HAPPENS VERY QUICKLY.
WHAT DO YOU LOVE MOST ABOUT DESIGNING FOR KIDS?
Kids are honest. If they like or do not like something they will tell you. I love doing our photoshoots. It is always SO fun and playful and everybody has a great time.
WHAT IS THE SS18 COLLECTION INSPIRED BY?
The collection called Social Zoo was inspired by me thinking that social media is great for many things and I have much to thank Instagram for but I also think it is kind of sad that I find myself hardly ever calling someone on my phone, solely texting or emailing. Also, everywhere I go people are on their phones and sometimes I think that we live in a virtual world more than reality?
This collection is about two twins Kate and Allen (the Panthers) that throws a party where no phones are allowed. Everyone is welcome and it is one fun party 🙂
WHAT IS THE DESIGN PROCESS AND HOW ARE THE COLLECTIONS MADE?
To tell you the truth I collect thoughts and information for about 6-8 months in my head and make lots of notes. The collection is formed in my mind and then when it is time to draw it all happens very quickly.
It is a process sometimes filled with pressure of performing but mostly it is the most fun and rewarding part of this whole design life.
WHAT DOES YOUR WORKSPACE LOOK LIKE?
I basically work out of three places. Sometimes I work at our shop here in Dubai. Sometimes I am at the office ( right now a terrible mess due to a broken water pipe) and sometimes I sit in our garden or on the floor of the living room 😉
WHAT DO YOU LISTEN TO WHEN YOU’RE WORKING?
The radio or Spotify. I love Daft Punk.
WHAT ARE THREE THINGS YOU ALWAYS CARRY IN YOUR BAG?
Red lipstick, my asthma inhaler and my purse (and I’m always looking for my pen that is never there…)
IF YOU HAD TO DESCRIBE YOUR BRAND IN THREE WORDS, WHAT WOULD THEY BE?
Fun, Fashion, Colour
AND FINALLY, DO YOU HAVE ANY WORDS YOU LIVE BY?
In fashion: If you like it, wear it and own it.
In life: Be kind. Always.
BEHIND THE SET
With Live Loud Girl
Kristin Nyström worked as the Creative and Art Director as well as Stylist for the super fun and colourful SS18 campaign.
The amazing ladies behind Live Loud Girl, Linda and Roos, were also there at the shoot, working on set as the Prop Stylists.
They share their experience with Life + Style, along with exclusive behind the scene snaps.
We love working with other creatives, especially those who also have a ‘Loud’ element and don’t shy away from something different, something unique. So when Kristin asked us to take care of the prop styling for the launch of her new collection, we just could not refuse.
Gardner and the Gang is known for her distinctive and original style. All of her items are statement pieces yet very comfortable due to the organic cotton and soft materials. Her whole new SS18 collection ‘Social Zoo’ reminds us that every day is one to celebrate. And that was also the vibe on set.
As the collection is already bold and colourful, we kept the set relatively straightforward. We started off with a serious dose of pink, a balloon filled backdrop and a hand full of blow up animals. Then we let in the mini models on some furry slides and waited for the magic to happen…
The result is an amazing lookbook full of summer vibes and fearless fun. Creating a set like this – for a brand like this – is what makes our heart beat a little faster.