In my never ending quest to be the hottest darkest green bitch in London, I find myself seeking out the under exposed G/Fashion brands and stores. This is how I came to learn about Ekovaruhuset (House of Organic). After a night of clubbing and one too many organic vodka on ice with a twist of lime, I curled up on my sofa, cracked open my macbook and started to search. My closet was screaming for something new, something fresh. My exact search was, organic fashion for women with balls, but nothing came up. I decided to checkout one of my semi favorite stops online New York Magazine and with my slight buzz I had some difficulty focusing my eyes on the screen. But within a few clicks I had landed on a screen which said, Ekovaruhuset, House of Organic NYC. A gem of a shop, which was not only in New York City but also, had locations in Stockhom and Paris. No London, so popping in for a look is off the table, but from the description this is feeling like a true fashion house. My heart started pounding and my sweaty organic cotton tights were getting uncomfortable from all this excitement.
Un-able to contain my enthusiasm, I shot an email off to G Monkie, to get his darknesses take on this place. I stroked his ego a little, and promised him some banana cake, if he would allow me to cover this designer and her shops. Lucky for all of us, he was in a better mood than usual and sent a series of questions to me and Johanna Hofring, the owner / designer. His questions where the same dull Monkie dribble he is always asking, so I altered them a bit, to fit, what we women really want to know. You know how dull that freaking Monkie can be. “Yes we know you have an electric bike, you told us.”
Before we start with the questions, let me tell you a little about this little gem of a green fashion house/ shop. First, this isn’t your typical web online based green womens store. They actually have three physical locations, which I stated earlier. They almost cover all the fashion capitals, New York, Paris and Stockholm. I know, Stockholm doesn’t count as a fashion capital and no G Monkie, L.A. doesn’t need to be on the list. They do need a london store, which I am sure will be coming soon, (hint). At Ekovaruhuset all the clothes you will find are made the natural way, using all organic materials. This means the fibers that the fabrics are made of have been grown without the use of chemical fertilizers or pesticides and made into fabric, then dyed in facilities that are environmentally responsible. Johanna likes to say ” It’s all about having fun and looking fabulous while saving the world”. That is something I can totally get down with. Lets do another round of organic shots, and get into this interview.
Julia Ocean: You have chosen to open your stores in very international cities like New York Stockholm, and Paris, why is that?
Johanna: The first one I opened in Stockholm because that is where I was living at the time, the second one in New York because we believed it to be the best place to spread eco-fashion awareness internationally and the third one is opened by a wonderful french woman named Helene Sananikone on a franchise basis. So we chare our concept and collaborate in many ways but it is her store.