- Our founders Karin Söderlind and Sofia Wallenstam
Dagmar Dialogues with founders Karin Söderlind and Sofia Wallenstam
Welcome to Dagmar Dialogues, an editorial series where we explore the intersections of fashion, art, and architecture. Here, we celebrate the visionaries — our friends, collaborators, and those whose creativity continues to inspire us.
In celebration of International Women's Day, we would like to share an intimate conversation between sisters and Dagmar founders, Karin and Sofia. They reflect on the business they have built together and share their vision for its future. Enjoy the read!
What is the essence of Dagmar? What are your core values?
Sofia: Dagmar presents a wardrobe for the modern woman, offering pieces that allow her to feel confident in making a responsible choice. We design timeless essentials—each garment in our collections is imbued with both quality and sophisticated design, resulting in pieces that blend ease with a perfect, effortless fit.
Our aim is to simplify women's lives by inspiring them to buy less—but better—and offering quality staples for a wardrobe with fewer everyday pieces, elevated by a subtle edge and seamlessly working together. We envision the Dagmar woman feeling comfortable yet empowered by her look, wearing pieces that both enhance and complement her—she is carrying the clothes, and the clothes carry her.
Do you have a design philosophy? What's distinctive about Dagmar's design approach?
Sofia: Dagmar is all about relaxed luxury. Each piece is designed to feel effortless—a sense of ease—while each garment maintains a sharp fit, a high level of craftsmanship, and quality.
In what ways does Dagmar work with quality?
Sofia: We source our yarns and fabrics from the finest suppliers. Each piece is thoughtfully designed, paying close attention to fit, color, and pattern, as well as sustainable production methods, creating garments that can stand the test of time. Many of our pieces are imagined here in our atelier. We create samples in-house to ensure they look and feel precisely as envisioned. This hands-on process is essential to Dagmar—every detail matters.
Who is the Dagmar woman?
Sofia: The Dagmar woman is a modern muse—intelligent, sophisticated, and timelessly classic. She thrives in the dynamic pulse of the city, effortlessly balancing her vibrant social life with a deep appreciation for art, interiors, and nature. Bold yet elegant, she embodies relaxed luxury, blending sophistication with a touch of sensuality. Confident, introspective, and vibrantly connected to the world around her, she seeks a wardrobe that reflects her effortless style—refined yet comfortable, always right for the occasion.
Where do you find inspiration?
Sofia: Travel and culture are endless sources of inspiration for me, as is observing how people live and express themselves in different cities. The Stockholm woman, with her minimalist and considered look, also inspires me. I believe one should approach fashion much like interior design; clothes should be just as enduring as a favorite vase. Art, architecture, and design can also be key influences for me and our collections.
How would you describe your personalities and how you complement each other as sisters?
Sofia: Each of us brings unique strengths and responsibilities. We often work independently, but whenever one of us feels stuck, the others are always there to help, creating a dynamic balance.
How did Dagmar begin, and what does the name signify?
Karin: The idea for Dagmar grew from our shared upbringing. Our father, an entrepreneur, encouraged a sense of curiosity and creativity in us. Once we each gained experience in the fashion industry, we founded Dagmar in 2005, naming it after our grandmother. She was important to us, and her interest in fashion and zest for life have always inspired us.
We wanted to create pieces with the kind of enduring quality we, ourselves, value and bring with us from home. From the start, our goal was to offer something unique—initially, knitwear in color, breaking away from monochromatic, black clothing that dominated Swedish fashion at that time. Rather than following trends, we drew inspiration from architecture and furniture design—Art Deco—creating a unique, timeless aesthetic.
The Stockholm woman, with her minimalist and considered look, also inspires me. I believe one should approach fashion much like interior design; clothes should be just as enduring as a favorite vase.
What are Dagmar's core pillars and values?
Karin: From the outset, Dagmar is grounded in three quality pillars—production, materials, and design. We aim to create garments with longevity, in both material and style, avoiding the ephemeral nature of trends. Our values of sustainability and quality permeate everything we do, and we only work with suppliers who share our commitment to sustainability and ethical production. And by avoiding logos, for instance, we let our garments speak for themselves, creating pieces that transcend brand labels and trends.
How do you view Dagmar's impact on the fashion industry?
Karin: Sustainability has been central to Dagmar since our beginning. When we started, it was rarely discussed in fashion, yet for us, it's always been a natural approach that was instilled in us by our mother. As Swedes, we have always had a close relation to nature, which has resulted in a natural cause to care for it. Today, sustainability has become both an industry standard and a customer demand.
As the industry has evolved, we've built a strong, cohesive identity, with collections that reflect the Dagmar aesthetic season after season. We want our customers to know they can always return to us for essential pieces. Whether it's a blazer, jeans, outerwear, or a linen jacket paired with shorts, these perennial staples define Dagmar and offer a timeless foundation for every wardrobe.
How has Dagmar evolved since its founding?
Karin: Dagmar has grown from a Nordic brand to an international presence, reaching markets across the U.S., Asia, and Europe. Our position has also evolved to the luxury segment, which allows us to work with the quality materials we've always aspired to use and better align with our brand identity. We have to admit we are a bit nerdy when it comes to chose fabrics and yarns for our garments.
What is in the future for Dagmar?
Sofia: Expanding internationally remains a priority for us as well as introducing new categories. For example, we are currently developing our footwear collection. We're also envisioning additional stores internationally.