What happens next?
" Everything you do in life, is by chance. I made the decision in the beginning of 2019 to jump into the unknown without knowing what to come, and started my own yoga band.
Because I felt that without taking that risk, I would risk more then if I didn´t.
So, the only step I needed to take at that point was off the cliff. I closed my eyes and I jumped with all my heart.
It has been intense from the start. Releasing my first collection, which I worked on for a long time before it was known to all of you, exactly when the world in one day changed dramatically, first with the pandemic that then turned into a war with severe economic difficulties as a outcome, has been really challenging, not just for me, for all of us.
I said it before, the world don´t need more clothes, it needs healing.
Everything changes, also our decisions, and I now want to land in everything and taking the time to see all the beauty I've actually created all by myself by risking everything for one chance, I am super proud of myself, and I hope you will feel that in your self, through the clothes, when you continue using my design for a long time.
I know, when only death is the end, that the decision of now letting I. T O R E H E I M rest is only one other step in my journey.
I feel so thankful and blessed by all you friends who have supported my brand since the start, my biggest inspiration have always been you "
- Irene Toreheim
" Its not just a collection, its my way to spread a message "
THE STORY
I. T O R E H E I M was a Swedish yoga lifestyle brand, with the goal to spread yoga, in all its forms to more people around the world.
The first collection was launched in December 2019, which then led to
5# collections, including the base collection "the fundamental styles".
The collections were numbered as they were not seasonal. Each collection has its own color except the fundamental collection which always came in black.
" - Since I was a child, I have found ways to create time and space for everything I want to do in life. I am curious about what is available to me, and therefore make sure to create time to devote myself to what I want. I think this is my biggest driving force.
Being able to live and breathe in a healthy body is a gift that I have never taken for granted, and I see it as an obligation to myself to do everything I can to create the best life with a lot of memories with everything I get, or that life throws at me, both good and bad. Until my last breath.
Yoga automatically raises many questions and feelings, and many also get answers from within, including myself.
I have noticed that these thoughts about life and myself can open others up and make others feel good and change or land in their lives. I see this gift as a responsibility to pass on from myself because I want everyone to be able to live the life they want in the best way they can.
I started with two empty hands and realized my dream by taking a bank loan. I saw the loan as an investment in myself. "
Many discover yoga, but not everyone creates their own brand. Where did that idea come from?
" - Me, myself had a hard time finding the right fit for yoga in the training clothes I tried on. They were often too short and too low-cut, fell down when moving or pressed in the wrong places.
The idea came to me when in the yoga room I saw how bodies moved.
I got the ideas for my design from different yogis and named the garment after the person who has been the inspiration. The clothes were created for yoga, but could of course be used for other things. Myself, for example, loves to run in the clothes, while others choose to go out and dance in them. However, following the advice given to market the collections within Active Wear, as many others do to broaden the brand, was not relevant. The whole basis of the company is the goal of spreading yoga. "
By sticking to my mission, the clothes found their way to different target groups, both in Sweden and internationally. The clothes are beautiful and comfortable in their entirety, they suit different body types and the same garment was worn by everyone, from teenagers to the elderly, both women and men.
The sales took place from the own web shop, and the customer base was not only in Sweden, but also in several countries in Europe, Australia, Asia and USA.
Addition, next to the web shop the collections were available in stores and studios in Sweden, Denmark, Switzerland, Belgium and England