Episode Details

In this episode of Garmology, Nick stays in Norway and heads to the spectacular west coast to meet Solveig, founder of Indigo Indigo, a fabric and sewing pattern business based near the famous Lysefjord in Norway. 

What follows is a fascinating conversation about creativity, craftsmanship, sustainability, and the often surprising journey from photographer to fashion magazine assistant, IT developer, clothing designer, fabric merchant, and pattern maker. 

Solveig shares how working in the fashion industry left her increasingly uncomfortable with fast fashion and overconsumption, leading her down a path of sewing her own clothes, sourcing exceptional fabrics, launching a small clothing label, and eventually building a business around helping others make better garments themselves. 

Along the way, they discuss Japanese textiles, pattern cutting, zero-waste design, the psychology of sewing, why so many people buy fabric they never use, the difference between marketing and genuinely helping customers, sustainable materials, technical sportswear, craftsmanship, and the overlooked value of making things yourself. It's a warm, thoughtful, and often very funny conversation about clothing, creativity, and finding a better way to engage with the things we wear. 

You can find Solveig as @indigoindigo.no on Instagram and as indigoindigo.no

Garmology is by Nick Johannessen. There is no advertising or sponsorship, but you are welcome to support the podcast via my Patreon at patreon.com/garmology or you can  buymeacoffee.com/garmology

Nick Johannessen is also the editor of the WellDressedDad blog and WellDressedDad on Instagram. You can email Nick as Garmology (at) WellDressedDad.com.

Garmology theme music by Fabian Stordalen.