Two women, one industry and one idea: to make the world a better place. What sounds so nice is actually not that easy. But with twice the energy, Mette Fredin Christensen and Melissa Bech Madsen have managed to establish the Danish sustainability label Blanche.
FACES: How did you come up with the idea of launching your own label?
Mette Fredin Christensen: We had the feeling that a sustainable label for women was still missing from the Scandinavian fashion scene. Because of our jobs in the industry, we also knew how bad the production of clothing can be for the environment. That made us want to do things differently.
Melissa Bech Madsen: We also wanted to prove that sustainability can also be fashionable. At the end of the day, women need to feel strong in them.
F: Do you know exactly which hands your clothes go through?
MFC & MBM: Yes, we know all our suppliers, have visited them and met the people behind the products. During the Fashion Revolution, we also present all our suppliers every year as part of the #Whomadeyourclothes campaign. Transparency is extremely important to us.
F: How difficult was it to find the right factories and partners?
MFC & MBM: It is an ongoing process to find the right suppliers and to train and promote them in their sustainable thinking. However, we see this work as a journey that we undertake together. Our suppliers are more friends than suppliers – together we have built Blanche.
F: How sustainable are your collections?
MFC & MBM: Around 80 percent of our collections are produced sustainably and better than in the conventional way.
F: What do you like best about your work?
MFC: As a designer, my favorite part of the creative process is when we design new collections. That’s what I enjoy the most. I don’t enjoy setting budgets quite as much, but I can manage that too.
MBM: We have really learned to reconcile everything. Launching your own label is tough, and there are so many logistical challenges to overcome.
F: Do you understand each other blindly, or do you sometimes have strong discussions with each other?
MFC & MBM: We never actually argue. Of course, we don’t always agree on everything, but most of the time we share our vision for Blanche.
F: How did you come up with the name Blanche?
MFC & MBM: Blanche is the female version of Weiss in French. We wanted to start with a blank canvas, so to speak, and then gradually add color. Of course, white is also synonymous with purity and fairness – just as our products should be. The name therefore also symbolizes the idea of sustainability and sums up what the label stands for.
F: What do you see as the pros and cons of being your own boss?
MFC & MBM: The freedom to make your own decisions and realize your own visions are the positive sides of being your own boss. However, there is a lot of hard work behind the label, and we take on many other jobs in addition to our actual role. We also think and worry a lot about whether we have made the right decisions.
F: How do you cope with the pressure of constantly having to design something new?
MFC & MBM: We don’t feel this pressure so much because we want to create clothing that lasts a long time and can be worn regardless of the season. We believe that quality is more important than a fast trend.
F: Why do Nordic labels celebrate minimalism?
MFC & MBM: Sophisticated and effortless minimalism is part of the Scandinavian DNA. It is almost obligatory to live this kind of aesthetic in our latitudes.
F: How does Blanche still differ from other Scandinavian labels?
MFC & MBM: Our sustainable approach and the belief that quality always comes before quantity.
F: It is extremely difficult to produce denim in a sustainable and environmentally friendly way. Why did you decide to focus on this of all things with Blanche?
MFC & MB: We wanted to focus on the pieces that always play a role in fashion and where we saw the greatest need to produce them better and with less impact on the environment. The idea was to design great basics away from mass-produced goods.
F: You are taking a stand against fast fashion. How do you explain your philosophy?
MFC & MBM: We believe in the longevity of well-produced, high-quality products. That’s why we don’t change the cut of our jeans, but show them in different colors every season. We also design classics that can be found in all our collections. A white T-shirt remains a white T-shirt.
F: How have professions in fashion changed over the years?
MBM: That’s a great question. The whole industry has changed dramatically because of social media – especially Instagram. Many people today have a voice, and this is precisely what has fueled the competition for the attention of the end consumer. I think it needs even more focus today; find your niche and work hard.
F: Creating trends or dressing people: Where do you see the role of the designer?
MFC & MBM: Probably both. As a designer, you are always one step ahead of your time and set the direction in which fashion is heading. At the same time, it is also about producing things that can be worn in different ways.
F: How do you react to the prejudice that fashion is superficial?
MFC & MBM: To a certain extent, we can even confirm that. As a designer, you always have the feeling that you are only as good as your last collection. And of course you don’t change the world with your work in fashion. Nevertheless, just as you shouldn’t judge a book by its cover, you can’t do the same with jobs in the fashion industry. The work is hard and there are so many great people working behind the scenes on great innovations.
F: What tips would you give to young founders who also want to start their own label?
MFC: If you manage to turn your passion into your profession and are willing to work hard for it and take the risk, then don’t hesitate to get started. Hard work out of passion always pays off, and if you really believe in it, you can also convince others of your ideas. Believe in yourself! You don’t have to work 110 hours a week to prove to others that you are talented and rightfully where you are.
F: What did you think about working in fashion as kids, and what is it really like?
MFC: Fashion chose me, not the other way around. In truth, I never really wanted to become a fashion designer, it just happened. So I actually never dreamed or imagined what working with fashion would be like. In my opinion, people have the idea that a job in the fashion industry is glamorous and extremely fun. But I can assure you all that it has little to do with champagne and parties. A lot of hard work goes into it, but of course you always meet fantastic and extremely innovative people.
MBM: I believed everything I read in the magazines. Many people think it’s an extremely manual profession – that’s probably the biggest mistake. You never stop ironing clothes, transporting boxes and organizing all sorts of things. I love it anyway!
F: How do you spend your Saturdays?
MFC: In the morning, I start the day with lots of coffee, sitting on my bed and reading fashion magazines while I relax. At lunchtime I meet my friends for lunch or a glass of wine, and in the afternoon I visit exhibitions, flea markets, museums or go to the movies.
MBM: I always try to get up early. Then I grab a coffee near my home at Prolog and enjoy the atmosphere of the city as it awakens. I love it when my agenda is completely empty on Saturdays and I can just take a leisurely stroll through the city, go shopping, enjoy a glass of wine and try different dishes from all over the world.
F: Do you also wear jogging pants?
MFC: No, I never wear them. I quote Karl Lagerfeld: “Jogging pants are a sign of failure. You’ve lost control of your life and that’s why you bought a pair of jogging pants.” That’s how I see it.
MBM: I own some. But really chic.
F: Where do you design your collections?
MFC: The ideas gather in my head and become clearer when I visit our factories and suppliers or sit at my computer in the office. For me, inspiration is a constant state.
F: Could you choose one item of clothing from your closet and then wear it forever?
MFC: That’s not possible.
MBM: Not for me either. (laughs)
F: What do you collect?
MFC: I am indeed passionate about collecting. For example, the colorful design cups by Peter Shire, glass from Murano, art, lamps from Floss… but above all I collect designer furniture from the 50s and jewelry. I own many pieces in gold and silver by Vivianna Torun Bülow Hübbe for George Jensen.
F: What should you worry less about?
MFC & MBM: About men. (laughing)
F: What’s at the top of your bucket list?
MFC: When it comes to Blanche, I want to get even more certifications and eco-labels and become even greener. Personally, a visit to Tokyo is at the top of my list.
MBM: I would like to climb Mount Everest – or Kilimanjaro, which is perhaps a little more realistic.
F: What is your favorite city to travel to?
MFC: My favorite cities are Los Angeles and Hong Kong.
MBM: New York will always have a place in my heart.
F: When do you feel most alive?
MFC: When I’m with my friends and family, or when I’m traveling, discovering new things and meeting new people.
Mette Fredin Christensen
For eight years, Mette Fredin Christensen made 2NDDAY great as head designer. Time to bring his experience as Creative Director to Blanche. Seeing how much the fashion industry is polluting the world and how much fast fashion is being produced gave her the urge to break away from the conventional and launch the Blanche label together with her colleague Melissa.
Melissa Bech Madsen
Head of Sales at Wood Wood & Norse Projects, Fashion Director at Cover Magazine and now Commercial Director at Blanche: Melissa Bech Madsen really knows all facets of the fashion industry. She actually wanted to study anthropology – a resolution that is still not completely off the table. Not just following the movements of fashion, but creating them herself, was her trigger to switch from the magazine side to the label side.
The Blanche Copenhagen City Guide
Mette and Melissa live in Copenhagen and love their city. This fever is contagious.
The vibe
Every district is a little different. The best thing to do is simply sit on a bench, watch the people and let yourself be inspired. In Nørrebro you can really feel the vibe of the city, and there are people from all over the world.
The fascination
Copenhagen offers so many possibilities. Cool and relaxed people ride their bikes through the beautiful surroundings. The lakes, the parks, the city, the water and the canals. There are also so many fascinating buildings, museums and castles. The atmosphere is friendly and relaxed, and you are constantly discovering new things. Nothing compares to Copenhagen, the city is truly unique.
The mindset
Copenhagen’s mind is ambitious and global, but at heart the city is honest, sincere and intimate.
The comparison
Copenhagen is a diamond in the rough. Or like a pair of jeans. A classic that can be combined with sneakers, sandals or high heels.
The stores
We mainly buy second-hand, but love the selection of designer shoes in Illum. We prefer to buy high-end fashion from Holly Golightly and Birger Christensen.
The photo stop
Between the pastel-colored mini houses near the harbor. This is the ultimate Copenhagen vibe.
The brunch
On the roof of Hotel Sanders at Sanders Conservatory or in Mirabelle in the Nørrebro district. The Apollo is a good starting point for visiting the Kunsthalle Charlottenborg afterwards.
The dating location
It’s great to share a few treats with someone at Mangia.
The jogging route
Nørrebro is great for a bit of sport. The lakes are particularly beautiful in the morning.
The must-do
Be sure to take a canal tour in the new harbor. It’s the best way to see the city and feel like you’re on vacation. Grab a bike and cycle through all the districts. Make sure you venture out of the center!
