—Don’t say you can’t until you’ve tried
We are all familiar with the brand Day Birger et Mikkelsen. The very classic Danish brand with sparkly dresses and silky luxe tops. If that’s not your everyday cup of tea, we’ll introduce you to the cooler, younger sister 2nd Day. She is younger, edgier, highly fashionable and has a lot of attitude. Åsa Göransson recently took the brand 2nd Day under her wing, together with co-designer Fredrik Blank, both of whom had previously their own brand, BLANK. A lot of things are going on at 2nd Day as the brand is on the rise. We exchanged a few words with Åsa to get to know her a bit more. sc: What’s your role at 2nd Day and what does it mean? åg: I’m Creative Director, which means that I’m responsible for and am leading the collection work from a creative perspective. I lead all creative outlets such as the design team, shoots, campaigns and interior concepts. How do you prepare for a new week after a great weekend? Monday is always like a big shock for me, I’m not prepared at all. sc: What is your signature take on 2nd Day? åg: Tailoring and outerwear, I’m obsessed with well-fitted and well-cut garments. Fitting and pattern-making is my passion, and clothes should not only look good – they should embrace you with a loving hug, and last over time. sc: What is your current state of mind? åg: I have been passionately upset today – a lot to do, many obstacles. Now I’m calm and relaxed. It was probably that Monday shock I mentioned earlier. sc: Finish my sentence! Days off are best spent with my... åg: … Pack. sc: When I’m traveling I always make sure to pack … åg: ... as little as possible! sc: I get Monday morning inspiration from my… åg: … big black coffee “Swedish Mellanrost” and talking nonsense with my colleagues at the office. sc: I keep it chic with my… åg: … muses like Frida Kahlo, David Bowie or Penelope Tree. They didn’t submit to any standard of beauty – they defined it. sc: Great escapes are always made with my… åg: …boyfriend Shay. We’ll pack ropes and a tent and go rock climbing. Or going for a long road trip somewhere else on the planet. sc: Why fashion? åg: I actually don’t know. I’m multicreative; sometimes it feels like fashion chose me and not the opposite. But I like the secret language of style and belonging. It interests me. sc: What’s the best advice you’ve ever been given? åg: “Don’t say you can’t until you’ve tried.” sc: What was the biggest risk you’ve ever taken? åg: In work and in my own business and as an entrepreneur, I’m used to taking a lot of risks. Privately, I’m very much a person who has a hard time leaving my comfort zone. I’m exercising everyday or taking more risks. sc: What is your style-motto? åg: “Keep it simple.” sc: What living person do you most admire? åg: Lately I been very fascinated by the mental strength of the world’s top sports climbers, such as Chris Sharma and Alex Honnold and Lynn Hill. Free-climbing great walls all around the world such as Il Capitan in Yosemite, these people are living their lives simply and live to feel 100% present in what they are doing, in the now and in their breath. It’s mind-blowing that one moment of doubt or a small mistake might be the end. sc: What is your greatest extravagance? åg: When it comes to scents, I’m going overboard – I love refined scents. sc: What do you consider your greatest achievement? åg: It has not happened yet. I’m exercising. sc: What’s next? åg: Take 2nd Day to the mountain top.