Memories Along the Seaside

“I believe that the antidote for the rampant hyper-consumerism of the current day is creating and purchasing clothing that holds a greater purpose and meaning. Those are the pieces that will be worn and loved and passed down to your children.” tells us Olive, the founder of Sønderhaus. We had the pleasure of sitting down with her to delve deeper into the ethos of Sønderhaus and the brand’s commitment to sustainability and timeless style.

Accompanying this interview is a series of stunning film photographs captured by Saige Wexler, featuring model Bri Winter. The photoshoot, set against the backdrop of Southern California’s scenic seaside, summarizes the essence of Sønderhaus: a blend of nature, nostalgia, and a deep connection to the environment.

Saige describes her experience: “The model and I drove down the coast highway listening to old Bob Dylan tunes, pulled over on the side of the road, grabbed our basket of props, and shot these looks in a handful of scenic seaside locations. I draw so much inspiration from nature, so I love shooting outdoors, surrounded by a stunning landscape. It was a winter’s day that felt like spring — that’s Southern California for ya most of the time! — and we happily soaked up all the sunshine we possibly could, down to the last drop of light. It was just the two of us gals, so the whole day was brimming with lighthearted whimsy, playing dress up and frolicking by the sea in pretty clothes. Girlhood. The stuff of dreams and nostalgic memories. And the stuff that’s important to hold onto as we move and evolve through life. Play, imagination, a sense of wonder. Connecting to nature. Looking, observing. Finding beauty and magic in the little things (that oftentimes, are really the big things).”

Olive, what inspired the creation of Sønderhaus, and what is the brand’s philosophy?

I created Sønderhaus in an attempt to share the culture and style of my family. I’ve always loved clothing and creating, but always found myself coming back to the classic silhouettes and pieces that have been passed down through my family for generations. When I think of the perfect pair of jeans, I think of my aunt’s perfectly worn-in Levis. When I think of the perfect graphic tee, I think of my dad’s collection of band tees that my sister’s and I have fought over for decades. The perfect knits are the ones my grandma knits for each of her great-grandbabies (which actually inspired our Jeanie Sweater). I believe that the antidote for the rampant hyper-consumerism of the current day is creating and purchasing clothing that holds a greater purpose and meaning. Those are the pieces that will be worn and loved and passed down to your children.

Can you share more about the specific sustainable practices that Sønderhaus employs in its production process?

From the start, we’ve partnered with a third-party vetting partner who thoroughly and thoughtfully vets our manufacturers and production partners. As a small team, we are unable to do that sort of vetting and due diligence to the same extent as our vetting partner, so it has been a game-changer to have a trusted source for sustainability and ethical practices. All of our factories strive for sustainability and pay their workers higher than a livable wave. Most of our factories are small businesses owned by women!

What are some of the challenges you’ve faced in maintaining ethical and sustainable practices?

The truth is that it’s a constant uphill battle to implement sustainable practices. In order to reduce waste and avoid overproduction, we have always produced in small batches. This makes it so we sell out of our items quickly and our customers often have to wait for restocks. It also requires an additional cost, as you will always get better prices for production when producing in larger quantities.

“I created Sønderhaus in an attempt to share the culture and style of my family… classic silhouettes and pieces that have been passed down through my family for generations.”

I love your Instagram vibe, it has something nostalgic about it. What inspired this aesthetic?

Our aesthetic is inspired by our Scandinavian heritage, our greater family culture, as well as summers spent lakeside in the American Midwest. My parents and grandparents have such a cool, timeless style. Our content and photography strives to embody the culture of slowness, art, relationships, and nature that we were raised with.

What, in your view, defines a truly impactful and successful brand?

To me, a successful brand is inclusive, interactive, and authentic. I believe that customers can smell inauthenticity from a mile away. I know the reason that people are drawn to Sønderhaus is because it is truly an encapsulation of my family’s personal style and culture. When I can feel myself straying from that, I’m glad to have people surrounding me who steer my designs and business decisions back in line with our purpose.

What is your personal favorite piece to wear?

Ooh, right now my favorite piece to wear is the Cotton Gwendolyn Sweater in Butter. As a blonde, it’s hard to find a shade of yellow that doesn’t wash me out. We really hit it out of the park with that one.