Two sisters from Alta, Live Moen Johannessen and Hanna Moen Reinsnes, design clothes inspired by Sámi traditions. The clothes and the concept are placed in a modern context, and the collection will be launched as urban wear.
Photo: Håkon Borg
Not just for souvenir and museum shops
The two were tired of Sámi design almost exclusively being sold in souvenir and museum shops. They wanted to launch something completely new and decided the time had come. Sámi culture is currently in vogue, and many embrace their Sámi origins.
Both Live and Hanna have worked as artists and project managers in the culture and music sectors, and therefore have a big network in these areas. During the process of creating Gobmi they were therefore able to draw on a whole team of photographers, artists, models, designers and other creatives in order to reach the right people through the right channels.
Gobmi has in a short time become a sought-after brand, and has been nominated for a national honorary award, been selected by a start-up accelerator and collected millions from crowdfunding.
Photo: Håkon Borg
Sámi culture for the whole world
The fashion label is designed with the ambition of reaching far beyond the borders of Sápmi. The main objective is to promote Sámi culture and invite the rest of the world to get to know this unique cultural heritage.
The sisters have emphasised the need for both manufacturing and material choices to be sustainable. An example of this is their use of reindeer hide, which supports the vulnerable reindeer husbandry industry in the north. To avoid unnecessary production and shipment of prototypes, the designers create the garments in 3D before they are produced.
Photo: Gobmi
In their work on the first collection of modern core garments, Gobmi have been assisted by the artist and illustrator, Kamilla Triumf. She has designed an embroidered emblem which is based on the horn hat. This is a Sámi headdress which was banned by the wider society in the 19th century, but which is now on the way back as an important identity marker.
The founders behind Gobmi are now expanding their reach. With Sámi traditions and an affiliation with nature as the core values and driving force in their work, they want to reach out to young, fashion-conscious people all over the world.
Brief facts about the project
Gobmi: Sámi fashion label creating urban street wear inspired by Sámi culture
By: Live Moen Johannessen and Hanna Moen Reinsnes
Design disciplines: Fashion design, Brand and identity design
Recipient of the DOGA Award
This project has received the DOGA Award for Design and Architecture for its outstanding qualities and for showing how strategic use of design and architecture create important social, environmental and economic value.
These are two reasons why this is an exemplary project:
- Promotes Sámi culture
Gobmi was created by two young entrepreneurs of Sámi origin. Gobmi’s main objective is to promote Sámi culture and traditions through fashion statements that reach a young, hard-to-please market.
- Less textile waste
Gobmi uses the 3D-modelling tool CLO3D to create digital versions of the garments. By working in this way, they avoid unnecessary shipments and the use of fabrics for producing samples of their goods.
