#embla bunader

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The "Rosemaling" collab between fashion house Embla Bunader and skateboard company SHIT

In 2020, Embla Bunader and SHIT released the "Rosemaling" collection of hoodies, t-shirts and skate decks. The designs are by Torhild Lambersøy, mother-in-law to the founder of Embla Bunader.

Full article about the collection (in Norwegian) English translation of the article

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Bucket Hats by Embla Bunader

Made with traditional wool textiles from Gudbrandsdalen (Norway), the cut of the hat is a modern design.

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She hopes the "Bunad Police" won’t scold the new skater clothes.

A translation of this article (in Norwegian)

For the last year, Embla bunader and the clothes brand SHIT have been working together on the “everyday bunad”. But messing with tradition may stir some strong emotions.

Bunad tradition meets skater culture. Skateboard company SHIT and Embla bunader just dropped their skaters’ collection. Photo: Embla bunader

Article by Håvard Tanche-Larsen Knutsen, Published: 13. July 2020 translated by bunad-daily.tumblr.com

“This is a minefield. One time we made hijab for a bunad, and got death threats,” - manager of Embla bunader: Marianne Lambersøy.

The afformented incident was reported to the authorities, but Lambersøy feels sure that this new idea will not be as contoversial.

The bunad shop, together with the local clothes brand SHIT, have now designed hoodies, t-shirts, and skateboards with bunad designs.

No angry Telemark-folks.

This time, local bunad traditions, like the Frafjord and Jelsa patterns, have been left in peace. Lambersøy does not dare mess with them.

Now, the hoodies, t-shirts and skateboards are adorned with rosemaling. A pattern more common on bunads from Telemark, among other areas.

“Norwegians are fond of their bunad, but it’s a garment we tend to only use two times a year. Other countries are good at using traditional patterns on everyday clothes, like shirts and dresses, but here we find it almost exclusively on bunad. That is why we wish to use the rosemaling on everyday garments,” says Lambersøy.

“Have you recieved any reactions from Telemark-folks yet?”

“No, this is a patented pattern, so it is our own. That way we stear clear of conflic with patterns already in use on bunad.”

Rosemaling: Old craft from the 1700s. Mostly used on chests and beer cans, but eventually used to adorn whole rooms in the form of decorations on shelves, beds, doors, and ceilings. Has been an important source of inspiration for many recent norwegian artists. Rosemaling is common in villages around Hallingdal, Telemark, Numedal, Setesdal, and Vest-Agder. Source: Store Norske Leksikon

Rosemaling-artist was a great help

Frode Goa and Lards Horpestad revived the skater brand SHIT last year. Goa also runs the local clothing brand Kant.

The idea of the skater and bunad brands collaborating occured when he was looking to get his own bunad from Lambersøy a year ago.

"The styles clash a bit, so the challenge was to blend them into something we'd consider great. We're very happy with the result," Goa says.

Frode Goa looks through the rosemaling sketches for what now adorns both skateboards and clothes. Photo: private

The duo has gotten great help from Lambersøy's mother in law; Torhild Lambersøy. She has worked with fabrics and fashion since she established her own tailor's shop in Tananger 40 years ago. She was also an active painter of rosemaling, and designed the pattern Goa and Lambersøy use for the clothes and skateboards.

This would be the last project she worked on. She died just before the collection was released.

"In the beginning she was skeptical, but she ended up really enjoying the project. So much so that she sometimes forgot to eat," Lambersøy reminisces with a chuckle.

Goa and Lambersøy stick to rosemaling, a pattern that often appears on bunads from Telemark. They're avoiding patterns from the rogaland-bunad, at least for now.

Not afraid of the "bunad police"

Now, her 12-year-old skates on a board of grandma's design. Old traditional craftsmanship gets to shine in a unique way.

"An original rosemaling design created by a rosemaling expert, used for something so youthful and urban as skateboards and hoodies. It's wild, really," Goa laughs.

"Thoughts on possible reactions from the bunad police?"

"I hope they're overjoyed to see tradition passed on like this. It's real nowergian folk art, is what it is."

"anything else in the works?"

"It's been a really nice project. We're already thinking about it, so there will be more, but we'll have to wait and see what we come up with," Goa concludes.