Who is the Twist & Tango girl? Someone who sounds pretty cool, actually. “Our gal [is] a modern girl who loves to have fun, balances her time between friends, family, health, and career, and needs a wide-ranged wardrobe to easily assemble looks for every occasion,” the Twist & Tango team says. With that vision driving their every sketch and stitch, is it any wonder that we fell instantly in love with this Swedish brand?
We’re thrilled to be the first online retailer in the U.S. to carry Twist & Tango, and this edition of Designer Crush will give you an exclusive peek into the world of this internationally loved indie designer!
What inspired the name Twist & Tango? How did the company begin?
Twist & Tango was founded in 1995 by Bibbi and Marcus, two enthusiasts who felt a lack in the market for stylish everyday wear. The first collection had only three knitted tops in two different colors. Three years later, they managed their first seasonal collection, and it all went up from there! The name was coined by Bibbi when she was walking the streets of Miami, observing the [contrasting elements of the] city. She passed that over to the brand’s name, Twist & Tango.
Where in Sweden are your offices?
Our head office and showroom is located in Gothenburg, Sweden, a beautiful old harbor town with loads of culture, music, and relaxed people. It’s located in one of the older parts of the town in a big, reconstructed apartment. The apartment has some classic, old features, which we’ve combined with our typical “Scandinavian-minimalistic” style.
How many designers work on a collection at once? Can you tell us a little bit about the process?
We have a design and purchase team made up of seven people [that] create all of Twist & Tango’s collections together. Every season, we start off with an inspiration trip to collect as many ideas as possible. Every collection has a theme, often inspired by strong, iconic individuals, art, music, or something or someone who’s ahead of their time in [their] lifestyle or thinking. When a theme is set, a color card is created based on [our] inspirations and trends.
Raw sketches are drawn by hand at first, and later drawn into Illustrator and handed over to our technicians. We go through each piece carefully to gt the right look, silhouette, and feel. We create clothes that can be combined in endless variations, making it possible to find that personal touch. Romantic tunics and dresses worn with jeans for an everyday look can easily be re-matched with a washed leather jacket and cool accessories for fun going-out looks.
Twist & Tango’s Head of Design Kalle Wille and his assistant, Jonna, on an inspirational trip in Copenhagen.
What was the most fabulous place a Twist & Tango piece was featured? Any super glam moments?
We find it hard to pick only one moment! We are frequently featured in fashion magazines and other media, have been chosen to dress several contestants on Swedish Idol, and [see] well-known Swedish artists performing in our clothes. These are all proud moments.
Can you give us any hints about the next Twist & Tango collection?
[The] next collection coming up is the high summer collection. The pieces are perfect for lazy days at the beach and feature blue, white, and red stripes, checks, and super soft-washed garments. Of course, we’ve added a romantic touch to the collection. Twist & Tango is all about love.