Two Toned Dandy by Hobnob Journal
They are not only the founders of cybermag Hobnob Journal, they also work as creative directors, writers and designers, in both the fashion and design industry. When moving into their new office space in Stockholm, the creative duo Linn Eklund and Fanny Ekstrand, interpreted our classic Dandy Collection with influences from the fashion industry, giving it a completely new look. And this is how the limited collection turned out!
May 11 – 2021
Words by Hannah Eklund
How did the idea to Hobnob come up?
After years in a very cold fashion industry we wanted to create a community where fashion could be smart and fun again. When we started talking about it, we didn’t know that our ideas would end up in us creating Hobnob though. One can really say it was destiny who brought us together and gave birth to a brand new creative path in our lives.
Do you dare to share a hidden gem in Sweden, to save the Swedish summer vacation?
It’s not a gem exactly but to eat everything outside! We love to turn every meal into a picnic. In that way, a regular breakfast feels exotic.
Dandy 4 Seater Sofa and Armchair is sold as a limited edition. The sofa is upholstered in the fabrics Vidar and Pilot, both designed by Raf Simons for Kvadrat.
Tell us about the colour and fabric choice of the Dandy Collection?
The Dandy is such an iconic piece that really gives a room depth which we love. It creates a room within the room. When we started sourcing fabric for our version of the Dandy we though of it as an outfit. We wanted the fabrics and colors to contrast. The rough boucle against the more settle one almost gives the fabrics a three dimensional feeling. The result is really a piece and has proved itself to be a conversation starter. Blue and pink forever.
“The Dandy is such an iconic piece that really gives a room depth which we love. It creates a room within the room.”
“When we started sourcing fabric for our version of the Dandy we though of it as an outfit. We wanted the fabrics and colors to contrast. The rough boucle against the more settle one almost gives the fabrics a three dimensional feeling. “
Hobnob’s new office is very colorful and feels very you, what was your idea when designing the space?
To be able to create our own space together with friend Gustaf Westman has really been a dream come true. When we first started talking about opening up our own office, without any desks and ergonomic chairs we though about it as something exciting in a long distanced future. But when the pandemic hit hard and all travels we had planned were cancelled we though, when are we ever gonna have a time in our work lives again where the whole world is on paus? So we started to dream big. After countless hours of paint, sweat and even a few tears (most of them happy though) we have our own space which we have created all the way from idea to reality. We are so proud.
Albert Bar Stools at Hobnob’s Journal office
“Interior are made to last, to be worn out, to be both useful and look good. Fashion, not as much always.”
You are most into fashion but also furniture and design, what do you think is the biggest difference between the fashion and design industry and how do you think it has changed during the last years?
The biggest difference is really the speed. The fashion industry moves so fast it almost can’t keep up with its own pace whilst the furniture design industry seems much more conscious. Since we don’t talk as much about trends when it comes to furniture design I think people are more keen to listen to their own personal style when decoration a home and make it personal rather than with fashion where everybody tends to look the same. Hard to say how that’s gonna evolve though now that interior is taking fashions place as most coveted on instagram. But in general we would like fashion to look more to interior. Interior are made to last, to be worn out, to be both useful and look good. Fashion, not as much always.
What’s the future plans for Hobnob?
To keep developing our vision with Hobnob but above all have fun. We try to make our work as fun as our private life. That is our mission.
Where do you get the most inspired?
On vacation! When our brains leave our mail inboxes great things happen. To feel, see, hear and smell new things trigger creativity for us.
