The emergence of inclusive fashion design reflects that awareness is now increasing in the fashion industry. The pioneers are to be found both among major brands such as Tommy Hilfiger and in the start-up world.
In the latter category is the new fashion brand design by birch, which wants to complement the range of wheelchair users with designed garments that are both functional and fashionable. The first venture is a collection of trousers with a patterned design, offered via the company's online shop.
The Guardian noted in December 2019 that this year has been a milestone for adaptive fashion, with clothing and footwear designed specifically for people with disabilities and chronic conditions*. The new fashion brand design by birch was born out of the drive to give wheelchair users the opportunity to dress in garments that are modern, comfortable and practical at the same time. The ambition is to launch seasonal garments in spring and autumn and founder Karin Björk has developed the brand's first venture together with a dedicated test panel. In autumn 2019, the new trouser collection for adults was rolled out, with models in blue denim and black cotton fabric and patterned designs based on the needs of the target group; Trousers with pockets placed on the trouser legs, a roomier shape at the back and hooks and Velcro instead of buttons and zippers.
- Within the range of functional clothing for wheelchair users, there is a gap in terms of designer fashion that I want to fill. Wearing clothes you feel comfortable in allows you to take your place in society on your own terms. I am driven by giving people who sit the same space to express themselves in style as everyone else. To give them the opportunity to choose a nice pair of trousers instead of soft pants when it's time for the school day, the work meeting or the party, says Karin Björk, founder and CEO of design by björk.
Designing clothes that are made to fit requires understanding and detailed knowledge of the needs and behaviour of the target group. The founder of the brand has a degree in textile science, studied at the Academy of Dressmaking and worked as a dressmaker in Borås. As one of her now adult children is wheelchair-bound, Karin has adapted many garments over the years. After experiencing first-hand the difficulty of finding modern and functional clothing, Karin finally took matters into her own hands and started design by birch. When it comes to the fashionability of the garments and the development of the range, Karin sees great opportunities. Both in terms of broadening the range to include garments such as skirts, dresses and tops, as well as collaborating with innovative designers.
- I am open to exploring interesting design collaborations. Developing the brand's collections together with my test panel and curious designers who see the value in a more inclusive fashion industry is an exciting idea going forward," says Karin Björk.
For more information:
Karin Björk, founder and CEO,
design by birch,
070-299 75 66
karin@designbybjork.se
Press photos: Image bank, photographer Andreas Nilsson. Stylist Monika Kichau.
About design by björk The fashion brand design by björk designs and sells fashionable and practical clothes for wheelchair users where function and durability are in focus. Clothes that sit when you sit. The vision is to create a more pleasant everyday life for active people in wheelchairs through clothing that takes into account the needs of the target group regarding form and function. Stylish garments that facilitate and contribute to a safer, more confident and more sustainable everyday life. All garments are produced with a focus on sustainability. The garments should last over time in terms of quality for the customers. The company also strives for all textiles to have some form of eco-labelling (e.g. GOTS, eco, Öcotext), be part of a recycling chain or consist of leftover fabric from factories around Europe. Karin already has established partnerships with more players who place a high value on acting as sustainably as possible.
For more information: www.designbybjork.se. Instagram: @designbybjork.
