A new set of rules
The original members of 10-gruppen consisted of Stockholm-based designers and artists, with individually different expressions and strong personalities. The first collection was promoted with a poster that read like a manifesto and explained that the members were disappointed with the troubled Swedish textile industry and were looking for work in Sweden and abroad.
“Taking matters into your own hands was a sign of the times. We didn’t want to accept that there were companies and producers that didn’t believe in us. Instead we got to work and proved ourselves that way.”
- Tom Hedqvist
10-gruppen always promoted their collections with a poster, here from 1979.
Inez Svensson, 1967. Photo byline. Can be found in the book.
Geometry by Ingela Håkansson Lamm.
Initially business went slow, but the members, who all made their living elsewhere, kept their fearless attitude. At the helm was Inez Svensson, who had invaluable contacts from her work as a designer and head of purchasing at Borås Wäfveri. She was the only one who was already an established name in the business.
“Inez had the kind of commanding presence that the rest of us didn’t in those days. She knew exactly how to talk to the old men in the industry and had a wonderful, bizarre sense of humour.”
- Britt-Marie Christoffersson
No matter how many years they’ve been in business, and regardless of their own age, the members of 10-gruppen have always managed to stay relevant, bold and contemporary. And the ambitions didn’t diminish with time. During their last 15 years, 2000-2015, the group went from being a design group with its own shop to a design agency with assignments for international fashion companies and furniture makers.
“We’ve always felt that we have the young audience with us. Our design style is perceived as being vital and youthful. Once a film school came to the shop to make a documentary about young designers – and we were aged between 60 and 70 at the time!”
- Ingela Håkansson Lamm