EMBROIDERY | 2019

Naturkompaniet approached me and wanted to make an Instagram competition where the price was a personal embroidery by me, on a classic Fjällräven Kånken. The three winners got to choose color of the backpack and type of embroidery; both typeface and embellishment around the iconic Fjällräven brandmark. I created a sheet with design options for them to pick, and then it was time to do the actual work: the some 6000 stitches!

Naturkompaniet received over 2000 contributions to the competition and the post itself got more than 2200 likes and 1600 comments; that’s more than double the engagement an average post by Naturkompaniet gets.