ABOUT
Founder: Emelie Larsson
Founded: Spring 2024
Focus: Upcycled, handmade designs
Locaction: Gothenburg, Sweden
86byEmelie is part of a slow fashion movement challenging fast fashion’s overproduction and waste. The philosophy is simple: we don’t need to produce more when we already have everything we need.
By upcycling materials, Emelie creates unique, handcrafted designs that extend the life of existing resources while allowing fashion to be a expression of personal style.
The designs are mainly adaptable, using wrap functions, which makes them more sustainable over time. Clothes that can be adjusted to the changing body can be worn longer, passed on and fit many body types – an inclusive, body-positive and sustainable way of thinking about fashion.
BACKGROUND
With a background in art and design from Lund School of Art and Design and a bachelor’s degree in Fine Arts in Design from HDK-Valand, Emelie has always been drawn to experimenting with materials, shapes, and colors.
As a child, she loved turning discarded objects into new creations — a passion that evolved into a business. Today, upcycling is at the heart of her work — transforming forgotten materials into unique designs that blend sustainability with artistry.
THE MEANING OF “86”
The name 86byEmelie is inspired by the slang “86 it”, historically used in the restaurant business and meaning “to get rid of something, or throw away”. Over the years, it has acquired many meanings. By further applying it to design it can work as a reminder that what is thrown away does not have to be lost. Instead of throwing away, we can reuse, reshape and create something new.
WHAT IS UPCYCLING?
Upcycling is the process of creatively reusing old materials to give them a new purpose or higher value. Unlike recycling, upcycling keeps the original materials and transforms them into something better — reducing waste and environmental impact.