Power of 10

Posted by Tiffany on August 1st, 2009    Add your comment »

In 1970, ten like-minded but creatively diverse textile, graphic, and fashion designers came together to form
10 Swedish Designers.

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photo: 10 Swedish Designers

They were: Gunila Axén, Britt-Marie Christoffersson, Carl-Johan De Geer, Lotta Hagerman, Tage Möller, Birgitta Hahn, Ingela Håkansson, Susanne Grundell, Tom Hedqvist and Inez Svensson.

Their goal? Nothing less than to turn the the whole designer-manufacturer relationship on its head, and put the designers in control.

10 Swedish Designers poster advertising their premier collection in 1971.

The Ten set about marketing themselves with bold graphic posters to advertise their new lines.

A timeline of posters and patterns charts the evolution of trends and 10 Swedish Designer patterns over 39 years.

In 1987, the Ten were reduced to five; and today they are three: Birgitta Hahn, Ingela Håkansson and Tom Hedqvist. All three are members of the original ten.

Every year 10 Swedish Designers presents a new collection consisting of three different patterns- one from each designer, in a number of different color combinations. Each designer has their own distinctive style but work together within a common aesthetic framework.

Birgitta Hahn
In addition to her work at 10 Swedish Designers, Birgitta has created patterns for many other manufacturers and done textile commissions for public spaces.

She has also designed costumes for dance and theatre performances.

Birgitta Hahn with her Peppers Bright pattern used on the Toiletry Bag at From Sthlm. Birgitta spends a lot of time in Italy, and was inspired there by one of her favorite Italian vegetables.

Tom Hedqvist
Tom studied graphic design and advertising. In addition to his work at 10 Swedish Designers, Tom has been an art director at several advertising agencies including at ad agency FGH and at design company Element Design, both of which he founded.

He went on to become Design Director at Swedish glassworks Orrefors/Kosta Boda, Inc; and now serves as Rector at Beckman’s School of Design in Stockholm.

Tom Hedqvist with his Zibidie pattern in black and white, featured on the baby bib at From Sthlm. This pattern was inspired by the books on Tom’s bookshelf.

Ingela Håkansson
Along with her work for 10 Swedish Designers, Ingela has created designs for many other manufacturers and public commissions. Appliqué and hand printed textiles are a specialty.

She has also co-authored a children’s party book.

Ingela Håkansson with her Chicago II pattern used on the Make up bag at From Sthlm. Ingela was inspired by the architecture during a visit to Chicago.

**All images in this post courtesy of 10 Swedish Designers.**

To date, 10 Swedish Designers has presented more than 30 successful collections comprising some 600 printed fabrics and wallpapers.

Be part of the long tradition of exceptional Swedish design. 10 Swedish Designers bags and baby bibs available this month only at From Sthlm.

Go Shop!

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