When Linda Magdalena Jonsson, then working in the fashion industry, became aware of the toxic substances found in our clothes, her drive to create change was awakened. Today, she runs the start-up Alder Olmai and creates organic colors with pigments from the Swedish forest.
-"Experimenting with the forest has been a way to find the right palette. At the same time, it has become a way to reconnect with nature," says Linda Magdalena Jonsson.
Today, it is estimated that about 20% of pollution in clean water bodies comes from dyeing by the textile industry. The textile industry produces huge amounts of clothing every year: the industry is extremely hard on nature and the climate - and what happens to us when we wear the garments?
- The chemicals used in the industry can, among other things, contribute to hormonal imbalances in the body. "Realizing that health problems could be linked to the clothes we wear was an important wake-up call," says Linda Magdalena.
The name Alder Olmai comes from Scandinavian mythology and symbolizes a forest creature that welcomes us into nature. The company operates on the 'seven generations principle', where every decision is made with future generations in mind. At Alder Olmai, the vision is clear: natural dyes should be a norm in the textile industry.
Now it's time for Alder Olmai to take the colors from the lab to the market. This fall, the company is participating in the Forest Business Accelerator, with the goal of deepening collaboration with the forest industry, and will soon launch its first garments. The company's colors reflect an earthy, Scandinavian palette, and the vision is to create collections together with partners who share the same sustainable ambitions.
While building a business and a brand that can innovate the fashion industry both technologically and culturally, Linda Magdalena has also learned a lot along the way. Her message to others with ideas is clear:
- Take the first step, even if you can't see the whole way. The right people and opportunities will appear along the way.
Are you interested in working with Alder Olmai? Get in touch with Linda Magdalena Jonsson.
