Artist Spotlight: Creative Director of The White Briefs Peter Simonsson

Beautifully made basics with a focus on sustainable materials; that is the vision of Swedish brand The White Briefs.

Creative Director Peter Simonsson has generously answered our questions for this installment of Artist Spotlight; read the interview find out more about his inspirations and where The White Briefs are headed next.


1a When and why did you start your line?

We founded The White Briefs back in December 2009 as I was craving honest, sustainable underwear and basics that are comfortable, understated and good looking. After years in the industry and conduction extensive research, I felt inclined to take the next step. It was time to create our own universe.


2aWho or what inspires you in your designs?

For me it is important to stay close to my environment. My family and the things that surround me are conscious and unconscious inspirations. A different source of inspiration is the stillness of boredom at times. It simply jumpstarts the mind. I am always fascinated by photography; I am especially triggered by the moment of taking an image.



3aWhat does being a Scandinavian designer mean to you?

We do not define our work through our location. Of course, it is part of our DNA but our international collaborations are too (such as Nick Wooster, FANTASTIC MAN and Stephen Burks). We just try to refine and create something that we like. Nonetheless, I guess many Scandinavians are in the same loop of consuming and approaching minimalist aesthetics. But I am not really sure if this is a sheer geographical phenomenon.


4aHow should a person wearing your clothes feel?

Straightforwardly put: great, inspired and effortlessly comfortable.



5aHow do you set yourself apart in the Scandinavian fashion industry?

The White Briefs is a profound reflection on design, ethics and holistic production. We aim to develop products of the highest quality without ignoring the environment. Each garment is GOTS certified and 100% organic, which is very important for us. Our garments are made to interact with their wearers, embracing them in the day-to-day. We therefore work very closely with our production technicians, translating our initial creative process seamlessly to the final product.


6aWhat’s next for your brand?

We have just concluded the sales season where we presented our collections in Pitti Uomo, Berlin, and Parus. For us evolution is natural and we are currently working on an expansion of our USA strategy. I am headed to Tokyo soon for a new store opening project, and we are also finalizing a special new collaboration. On top of all this, we are in the process of creating our new spring summer 2015 collection.



Where are The White Briefs available?

Shop The White Briefs online.





Freudian Kicks
Höyer Eger


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Rebecca Thandi Norman

Rebecca Thandi Norman is a co-founder and Editor-in-Chief at Scandinavia Standard.