2021-09-15 06:30Press release

Swedish Sustainable Fashion startup entering the international market

With the product idea of a fragrant and multifunctional Gym Clutch that holds your workout clothes and a yoga mat, Fajers as a brand was born. A fashion startup with a focus on combining innovative and sustainable materials with a holistic lifestyle. Fajers has received international attention for their innovative product and Scandinavian design. British Vogue hand-picked Fajers as a brand to keep track of. During August and September, you’ll be able to find an article and their products on ELLE.de and InStyle.de. Fajers is now launched in markets such as Germany and the United States.

- A few years ago, I did my BBA and worked in New York’s fashion industry, says Nina Sjögren- Höe, founder of Fajers. To balance the hectic lifestyle, my colleagues and I practiced yoga and pilates. We carried our handbags, computer bags and gym bags around. I had a large handbag and managed to get most of what I needed for the day, but I did not like the feeling that my workout clothes were next to my computer, Nina tells us. The idea of a fragrance infused Gym Clutch emerged. A clutch that easily fits in a larger handbag which can also be used as an clutch at a spontaneous dinner or party after work.

When it comes to choosing international markets, Fajers followed the numbers.

- The USA has topped our statistics since the beginning and Germany captured our interest by being a consumer-driven market with a growing interest in yoga and sustainable fashion, says the founder, Nina.

As part of the strategy to enter the German market, Fajers is involved in an EU-financed project run by Region Blekinge, Almi, Region Skåne, and Invest in Skåne. Via the project Fajers gets help with optimizing the products and presence on Amazon in Germany.

- 9 out of 10 Germans shop on Amazon and many Germans use Amazon as a search engine when looking for new products, so it felt obvious to include Amazon as part of the strategy for Germany, Nina concludes with a smile. 

About Blekinge Business Incubator

Fajers is a Swedish fashion startup with the vision to build a sustainable & holistic lifestyle brand where the focus is to combine innovative and sustainable materials with stylish and multifunctional products. Fajers delivers products for urban and ambitious women who are looking for smart and stylish solutions to their lifestyle.


Nina Sjögren-Höe
Grundare & CEO
Nina Sjögren-Höe