When you think of sustainable fashion, it’s hard not to imagine the meticulous craftsmanship and ethical integrity that define HØST & VÅR. Founded by the dynamic mother-daughter duo Elsa Fredrikke Nedrebø and Gunn Auglend Nedrebø, this Norwegian brand is carving a niche in the world of ethical fashion with its thoughtful designs and sustainable practices.
Elsa Fredrikke Nedrebø, the founder and designer of HØST & VÅR, reflects on how her early experiences shaped her approach to fashion design. “Growing up in my mother’s studio had a huge impact on me,” she recalls. “I was a tomboy when I was young and initially resisted her offers to make me custom dresses. It wasn’t until I was a teenager that I pursued a degree in art, design, and sewing. After completing my education, my mother and I started working together in 2012, and we haven’t looked back since.”
Gunn, Fredrikke Nedrebø’s mother, has her own vivid memories of sewing and fashion. “My mother became interested in fashion in the 1950s,” she says. “She created outfits for herself and eventually for my sisters and me. I started sewing clothes for my dolls at a young age, and by 12, I was making outfits for friends. My mother always wore something unique to parties, which inspired me greatly.”
The journey of HØST & VÅR began in earnest when the duo launched their first ready-to-wear brand in 2015. “We quickly found success,” Fredrikke Nedrebø notes, “getting an agent and entering 50 Norwegian stores within a year. By 2019, we decided to rebrand, and HØST & VÅR was born. Working together as a mother-daughter team is a privilege; no one wants the same success for your brand as your own family.”
The brand name, HØST & VÅR, meaning ‘Autumn and Spring’ in Norwegian, reflects the duo’s vision. Fredrikke Nedrebø explains, “The name signifies that my mother represents Autumn—timeless and grounded—while I represent Spring, embodying the future and new beginnings of the brand.”
Fredrikke Nedrebø’s personal experiences with mental health have also influenced the brand’s mission. “In 2020, I worked with Mental Health Norway as an ambassador. Sharing my struggles with anxiety and depression helped me connect with my audience in a meaningful way. We decided to support the cause through our brand, though my focus shifted after becoming a mother in 2021. I hope to revisit this in the future.”
Maintaining ethical and sustainable practices has not been without challenges. “The financial aspect of sustainability has been the toughest,” Fredrikke Nedrebø admits. “Producing garments with sustainable materials and ensuring fair production terms is expensive. We could opt for faster, cheaper fashion, but staying true to our morals and ethos is paramount. We strive for transparency, understanding that no fashion is entirely sustainable, but we are committed to making the best choices we can.”
The decision to eliminate materials like silk, leather, and conventional cotton aligns with their sustainable ethos. “We wanted our materials to be as clean and natural as possible,” Fredrikke Nedrebø explains. “This meant simplifying our fabric selection to ensure clarity and impact.”
Balancing sustainability with style and quality is a constant challenge. “The dominance of big fashion chains makes it hard for small brands to compete,” Fredrikke Nedrebø acknowledges. “Yet, we remain firm in our approach, focusing on quality and sustainability even if it means fewer collections per year.”
Ensuring transparency and ethical practices within their supply chain is another priority. “We carefully select fabrics with certifications and maintain a close relationship with our sole garment producer,” Fredrikke Nedrebø says. “We make it a point to visit them and keep communication open, doing our best to oversee every step of the production process.”
HØST & VÅR’s design process involves revisiting successful styles from previous collections. “We focus on hero pieces, redesigning them in new prints and colours based on customer feedback,” Fredrikke Nedrebø shares. “We also ensure our designs are inclusive, catering to various body types and sizes. Our collections are always inspired by nature, flowers, and vibrant colours.”
Working together as a mother and daughter has its own dynamics. “We share the same vision and tastes,” she says. “Although we have different personalities, we align perfectly when it comes to HØST & VÅR. My mother is a dreamer, while I tend to be more realistic. This balance helps us move forward effectively.”
The challenges of running a small fashion brand in today’s market are significant. “Fast fashion with its constant churn of new collections makes it hard for us to keep our pieces ‘new’,” Fredrikke Nedrebø explains. “Customers are conditioned to seek newness more frequently, which is challenging for small brands focused on quality and longevity.”
Looking ahead, HØST & VÅR has ambitious plans. “We’re working on expanding globally and hope to enter markets in Sweden, the UK, Denmark, and Germany by the end of 2025,” Fredrikke Nedrebø reveals. “We are also exploring new ways to support mental health initiatives and will consider partnering with new organisations when the time is right.”
HØST & VÅR is more than a fashion brand; it’s a testament to the dedication and shared vision of a mother-daughter team committed to creating ethical and stylish garments. With a clear focus on sustainability, transparency, and quality, the mother-daughter duo continue to make their mark on the fashion world, one thoughtful design at a time.
