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Dreamandawake is a Swedish clothing company that started in 2007 by Amanda Ericsson. After several years traveling around the world, she has amassed vintage dresses and fabrics from flea markets, estates and residual material from the textile industry. These materials are then transformed into new and unique garments that is revitalized and then sold in small selected stores worldwide and online.
The driving force is to take advantage of surplus and creating fashion with minimal environmental impact. The challenge is to create new expressions of existing material and thus extend the life of each garment so that it will stand the test of time for as long as possible. Amanda Ericsson has a background as a textile engineer and a Master's in Applied Textile Management at the School of Textiles. Along with Emma Häggström she started her business etiskt-mode.se where they offer guidance to companies on the subject, and she has also developed the course "The responsible fashion company" (Det ansvarsfulla modeföretaget) The social aspects and issues are something that is applied to the company Dreamandawake's operations including that those who sew the garments have been able to put a fair wage for their work by them selfs. Since Dreamandawake do not work after seasons there is no time pressure or demand for overtime work. Marketing takes place mainly through social media, and through collaborations with artists, photographers and designers. She wants to enlighten people about responsible consumption and sustainable development.
Amanda Ericson collaborated with Lager157 whose "Manifesto for sustainable sales" was in line with Deamandawake’s approach on how to work with the fashion industry's surplus. The result was a remake-collection of leftover garments that were re-sewn and got a new design and thus got a second chance in the market.
www.dreamandawake.com