Photo: Stina Norlin
The visit to HURRA PANGPANG's upcycling studio made one understand that waste isn't just waste. Their creations are something entirely unique and a bit wild. We met Izabella Simmons, one of the founders, who passionately explained how she and co-founder Hanna Linnea Ryd aim to guide their customers through the process of creating a garment. They certainly push the boundaries of our conventional thinking by being creative geniuses.
Edition 16 takes us on a stroll down memory lane and draws inspiration from the vibrant and dynamic decade of the 90s. The editor shares her thoughts from her visit to Stockholm and the home of Vogue Scandinavia.
Surprisingly few Japanese wore sunglasses even though it was 25 degrees and sunny, and if they did, they wore tinted lenses in orange.
Johanna Karlqvist, Editor
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A card game of design rebuses
"They call us professional hoarders," says Izabella laughing.
We've settled into the two couches opposite each other, I have been served a large red cup of coffee with the logo HURRA PANGPANG.
One could easily lose track of time by just looking at all the items adorning their studio; it's like stepping into a fantasy world.
“They call us professional hoarders”
To my left, there's a large mirror with a frame that is a creative collage of finds, all in pink. There's a shoe, the case from the movie "Pretty Woman," a Lego piece, and a host of other unexpected items, each with its own story to tell.
HURRA PANGPANG is an initiative that aims to make a difference, but above all, to inspire.
Fashion consumption significantly contributes to environmental degradation, a well-known reality. However, despite this awareness, we often fail to fully acknowledge our role, a convenient oversight that may helps us sleep at night.
"We want to take a positive approach to a topic that can feel heavy," Izabella explains.
They want to be part of changing consumption habits.
"We want to take a positive approach to a topic that can feel heavy"
But that doesn't mean they want to prevent people from consuming. One thing they're sure about is keeping the joy of expressing oneself through clothes. It’s important to show that it’s easy to make the change.
Photo: Stina Norlin
Izabella's suit jacket is adorned with old jewelry, a doll head, and bottle caps or so-called "pussbiljetter" in Swedish. She wears a black leather corset made from gloves, paired with loafers and green football socks.
We are discussing about how to find your style.
"My main advice is to really get to know your wardrobe," Izabella continues, "that's where your best friends are, if they aren't already, maybe they can become so".
“My main advice is to really get to know your wardrobe"
Sometimes it really feels like what I'm wearing can affect my entire day," Izabella shares. She talks about how shoes have a special power to give energy; ”If you have shoes with loud heels, that can trigger you to tap around and get more work done than if you would wear silent shoes."
The GREEN WASH
The interactive and sustainable shopping experience
"A big part of what we do involves education through workshops and lectures," explains Izabella. "We've developed methods on how to address leftover materials.”
The GREEN WASH is a pop-up initiative that has been in several locations around Europe, including Gothenburg in 2023. It offers an interactive store experience and also an educational installation. The visitor gets the chance to be involved in all the steps throughout the production line of their personal fashion piece, from start to finish.
”if you can take part in the birth of your fashion piece, you will respect and appreciate it more.” Izabella explains.
"If you can take part in the birth of your fashion piece, you will respect and appreciate it more"
They aim to take consumers on a journey of production, inviting you to every step of the process. HURRA PANGPANGs manifesto the SIX S's, describes what you're paying for and why you are paying for it. The consumer and the manufacturer, who have previously been distant, are now linked together and will change our way of consuming.
Illustrations: HURRA PANGPANG
Illustrations: HURRA PANGPANG
A card game of design rebuses
Photo: Stina Norlin
"Similar to a memory game, but instead of finding pairs, you can build a rebus which can potentially be a new hybrid," she explains.
Intern Josefin arrives carrying the game, a small red and white striped box containing small white cards wit illustrations represent the leftover materials found in today's sorting facilities.
We start playing and the cards reveal a tablecloth and a tracksuit. I immediately think of something checkered and a zipper.
In this state you can go on an add cards or just letting the imagination run wild.
"We name all our creations and use the term Love children to inspire people to think similar. Like if a table and a shoe would get together, what would their love child be,” says Izabella, smiling.
"We name all our creations and use the term Love children to inspire people to think similar"
An example of this is The Wedding Hoodie, where they've combined a hoodie and a wedding dress.
They take on custom orders from individuals and mostly the cultural sector, often using materials provided by the clients themselves . It could be the curtain from your grandma's kitchen, where you ate freshly made pancakes during your childhood. Maybe you don't want those curtains in your home but you want to preserve the history. A typical mission for HURRA PANGPANG, capturing the nostalgia.
“We had the oppurtunity to create custom pieces for Juno Francis music video Labyrinth,” Izabella tells me. The ‘Seven years bad luck boots’ made from a broken mirror and balacklava made of bottle caps were the main creations in the music video
It's important for us to have fun during the process, if you can giggle about it, then you know it's a good idea," says Izabella.
"It's important for us to have fun during the process, if you can giggle about it, then you know it's a good idea"
By shifting the context and finding new uses, we increase the value of the leftover materials. "We want the upcycling game to encourage thinking outside the box, and striping down our fixed association to items," Izabella suggests.
A tool where randomness decides, and everyone's thoughts can be heard. ”The card game is invented as an idea generator and is the fundamental core of our design method and educational work through workshops.” Izabella explains.
Photo: @lamiakaric during @junofrancis video shoot for "Labyrinth". Custom pieces made by HURRA PANGPANG.
Best friends at first sight
“We met during our studies, and our work spaces were adjacent to each other,” she explains.
It was love at first sight for the now best friends.
"HURRA PANGPANG is a bit of Hanna and a bit of me," says Izabella.
"HURRA PANGPANG is a bit of Hanna and a bit of me"
After living apart for a few years and finally spotting each other in Gothenburg, there was a slightly different greeting. "Hanna yelled 'Hurra' when she saw me, and I yelled 'pang pang'." When they were deciding on a name, it was quite obvious.
”I worked in a second hand shop and clothing exchange store in London called ”Bang Bang Clothing Exchange. Working there was pure magic and really influenced me. Without Bang Bang no PANGPANG. Its a true tribute to that time, the shop, the owner and all the great people involved there!
Further the word 'pangig' is also a term Izabella likes to use to describe when something is extraordinary, like a great night out or an outstanding outfit.
Despite coming from different backgrounds, we shared similar experiences during our childhood, like collecting broken balloons after a party and turning them into sexy latex clothes for our dolls.
Both Hanna and Izabella have worked in fashion, second hand market and sorting facilities in London and Gothenburg. “We have both seen and been in physical contact with the immense volume of clothing circulating from past lives. Being exposed to so much worth and potential going to waste has really fueled us to cherish what has already been made.” she states.
“We have both seen and been in physical contact with the immense volume of clothing circulating from past lives”
In 2021, they decided to initiate change, that was when they started HURRA PANGPANG.
Since then, they have educated and inspired countless individuals to strive towards a brighter future.
Photo: HURRA PANGPANG
90s vibes
Why do we like to be nostalgic?
“Consuming nostalgic media of all types gives us a way of thinking about who we are, and helps us make sense of our purpose in life,” said Krystine Batcho, a psychology professor at LeMoyne College.
To look back creates a sense of continuity, connection, and hopfully joy through good memories and experiences.
“Consuming nostalgic media of all types gives us a way of thinking about who we are, and helps us make sense of our purpose in life”
When it comes to fashion, I believe there are several reasons why we enjoy being nostalgic. As known, trends often recur regularly, providing a sense of anchoring in fashion history.
Fashion trends also evoke memories from our youth or other life experiences, creating a personal connection to the clothes and styles we wore, such as T-shirt under a dress, a choker necklace, or a crop top.
To enhance nostalgia in your daily life, I recommend following these accounts. 90s.daily
and 90scelebvibes
Parts of the Editor's life
Visiting Vouge Scandinavia office
The highlight since last edition has to be my visit to the Vogue Scandinavia office in Stockholm. I have been told that at the start of Vogue Scandinavia in 2021, their office was situated behind an exclusive shoe boutique, a detail that adds a charming touch to the story. Now they have a new office located in Lärkstaden. Stepping into the office and the home of Vogue Scandinavia felt immediately welcoming, with its, of course, interior adorned with pieces from Nordic designers. You could truly feel the Scandinavian touch. Looking back, this space has been a school for deaf children. To preserve its history, a desk from Verk designed by Per Nàden is showcased. The wall in the kitchen area was adorned with all the covers from the magazine.
It was such a thrill to meet and chat with both new and familiar faces. The atmosphere buzzed with passion and dedication as everyone was fully engaged in preparing for the upcoming release of the No. 017 April/May issue. In this issue, you can read the article 'Our Home Sweet Home,' which offers an insider's view of the office.
Stockholm city
During our stay in Stockholm, we visited one of Adam and Albin's restaurants, Misshumasshu. The menu reflected a mishmash of Tokyo, Stockholm, and the fine dining of Adam/Albin. We ordered the tasting menu, which was totally worth it. Among the highlights was their avocado dip, served with a mortar for us to mix ourselves. Later we also enjoyed tasty drinks at Kasai.
The next day, we couldn't resist having breakfast at our favorite spot, Svedjan Bageri.
For lunch, we received a recommendation to try Scandwich, known for serving delicious sandwiches. Interestingly, one of the founders received a gold award at Mack-SM 2019.
Being a magazine enthusiast, I made a stop at Papercut shop. It was so hard to choose, but in the end, I picked Promemoria Group's magazine Archivio. The magazine is released four times a year and it is renewed every four issues, featuring different Guest Editors who are experts in the field. Issue No. 9 the one I purchased, is dedicated to fashion, with Stefano Tonchi, curator and journalist, serving as the Editor, accompanied by Marco Pecorari, program director at MA in Fashion Studies at Parsons Paris.
Fun fact about Archivio is that they change base for production of the magazine, with their latest stint being in London.
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About
A missing space for creativity, that's why and how Nunc publication was founded.
The founder has been looking for a place that illustrates a new approach towards consuming, positive rather than judgmental. As an outsider in the writing industry, Johanna has now created that place.
Nunc publication strives to discuss and inspire to consume in a more sustainable way, but also initiate a creative process questioning our behavior's. By inviting relevant people/businesses and include the readers, creativity will thrive and lifestyles will change.
Stories
Every person carries within them a unique story, a tapestry woven from the threads of their experiences, background and challenges. Those stories are truly inspiring to me.
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