Female-focused Retail Platform No Sir Challenges Male-dominated Design Industry

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Terese Alstin, founder of inflatable-helmet brand Hövding, has launched an on the web shop and a Malmö showroom presenting the operate of independent girls designers from close to the planet (+ slideshow).

No Sir retail platform A choice of products offered on No Sir. Photograph by Bodil Johansson

The No Sir platform showcases design from a assortment of disciplines like illustration, lighting, furnishings and textiles, with a lot of of the goods new to the Swedish market.

No Sir retail platform Rug by GUR. Photograph by Bodil Johansson

“No Sir is a tribute to female designers who, on best of currently being innovative, producing amazingly distinctive items and operating their businesses, need to battle for recognition and show themselves more than and over once again,” Alstin told Dezeen.


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The bulk of merchandise are from lesser-recognized designers, with names including Camille Walala, Marlène Huissoud and Pia Wüstenberg, despite the fact that there are some male and female layout duos such as Daniel Emma.

No Sir retail platform Dream Come Accurate Print by Camille Walala

Alstin set up No Sir to offer an option to the “hierarchical and male-dominated” layout market. She says that, whilst female students dominate style schooling, they typically don’t get the exact same enterprise possibilities as male designers.

No Sir retail platform Cherry Black lampshade by Daniel Emma. Photograph by Ola Rindal

By highlighting the stories and items of girls designers, Alstin hopes to expose them to a wider audience, and contribute to a broader ripple effect across the industry.

No Sir retail platform Volcano Vase by Maria Jeglinska. Photograph by Peter Olsson

“If you get a look at the designers that the huge worldwide brand names employ, the gender balance is really askew,” stated Alstin. “Ladies rarely turn into appointed as layout geniuses in the very same way that men do.”


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“A successful product made by a lady may possibly be referred to as a lucky shot rather than drawn from a talent. Sadly in a subjective area like style it is very straightforward and devastatingly successful for determination makers to increase arguments like ‘she’s not as talented’.”

No Sir retail platform Chevron Rug by Marlène Huissoud. Photograph by Thibaud Larrieu Gibier

“My all round ambition with No Sir is to increase awareness about the problem of inequality in the style organization and inspire female designers to keep kicking ass,” she additional.

No Sir retail platform Pixel Pocket Square by Marlène Huissoud. Photograph by Thibaud Larrieu Gibier

Alstin picked designers by means of substantial study, as effectively as trips to trade fairs and personal suggestions. In the potential she hopes to operate with designers to place merchandise into production, and has already collaborated with designer Olga Bielawska on a pair of side tables.

No Sir retail platform Vases by Odd Matter Studio

The shop’s graphic identity is also reflective of Alstin’s aims, featuring a logo that utilizes a modified font made by British typographer Freda Sack.

No Sir retail platform The 1 4 by Markéta Drzmisková. Photograph by Dita Havránková

“This project is both madly motivating and deeply personalized,” Alstin informed Dezeen. “There’s practically nothing as inspiring as doing work with inventive individuals who want to alter the world and make an imprint by creating items.”

“And my very own encounter of how hard it can be to make it as a female entrepreneur can make this venture really shut to my heart.”

No Sir retail platform Newtons bucket by Silo Studio. Photograph by Bodil Johansson

In addition to a long lasting keep in Malmö, a pop-up edition of No Sir will tour by way of a variety of cities in Europe.

Alstin set up the platform after deciding to leave Hövding, which she founded with Anna Haupt in 2005. Their primary product was a helmet that can be worn around the neck like a scarf or collar, and inflates on impact to cover and protect the head.

No Sir retail platform Zick Zack by Olga Bielawska. Photograph by Bodil Johansson


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Mimi Zeiger portrait Opinion

Viewpoint: journalist and critic Mimi Zeiger argues that attempting to rewrite design and style history with all-female displays like MoMA’s Developing Modern Ladies does absolutely nothing to “shake up the dominant masculine ethos” that even now plagues the industry. More »

Related film: Hövding by Anna Haupt and Terese Alstin

This inflatable bicycle helmet by Anna Haupt and Terese Alstin folds away into a collar or scarf and inflates instantly when it detects abnormal movements. Bigger model + story »

A lot more product design:

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