The fashion industry isn't always the most conscious but sometimes despite all of its faults there are fortunately a handful of people willing to stick their neck out in order to inspire change. Meet Catarina MidBy who is dedicated to making the fashion industry a circular economy & initiating change that will save our planet (aka. Wonder Woman!)

Midby is a journalism graduate of the London College of Fashion and started her career as a fashion editor at Elle Magazine in Sweden. She then worked for Dameras Värld for 15 years before joining Swedish fashion giant H&M in 2003 as Global Head of PR. In 2009 she Joined the sustainability department & became Sustainability Manager for the U.K. & Ireland. It is here that our paths crossed and where her journey Into sustainability began.

Always chic and always polished, Catarina oozes elegance so it is with no surprise that she chose to quit her job and take a leap to launch her namesake brand MIDBY in order to produce 100% eithical & sustainable fashion.

One to watch and a voice for our future!

NAME: Catarina Midby

OCCUPATION: Founder of Midby Studio

LOCATION: Stockholm

Q: Tell us about yourself?

A: I grew up in Stockholm but did my college years at the London College of Fashion. I took Fashion Journalism which is what I ended up working in for abut 15 years after graduating. My first job was as a Fashion Editor for Swedish Elle Magazine and then I moved on to Damernas Värld where I was a Fashion Director. After 15 years in publishing I was offered the position as Head of Fashion PR at H&M and my journey with the company began. I worked as Head of Seasonal Trends, Sustainability Advisor and Spokesperson and Sustainability Manager before I left the company after 15 years to start up my own brand and consultancy, which is what I am doing now. It is still early days but am enjoying it through its ups and downs. I haven’t regretted my leap into the world of entrepreneurs yet!

Q: What is MIDBY?

A: MIDBY is my sustainable t-shirt brand. I want to build a really great sustainable fashion t-shirt destination. Timeless, cool, chic and classic. Premium quality, with 100% sustainably sourced materials and 100% transparency through the entire supply chain. Ethically produced, packaged and transported t-shirts for men and women around the world.

Q: What is your favourite part of what you do?

A: All the amazing people I meet who are eager to engage and support. I feel so much gratitude for the kindness and generosity!

Q: What would you tell your younger self?

A: Always do your best and never give up. Which is exactly what I have done.

Q: How important was it to use sustainable practices for MIDBY t-shirts and how did you approach this?

A: It is everything. It is what the brand is all about, as well as great style. I have a lot of experience having worked with sustainability at H&M for many years and a brilliant network of really clever people.

Q: What inspired you to quit your day job and start your own sustainable clothing brand?

A: I thought about it for many years and some changes in my private life made me think of moving back to Sweden. My last job at H&M was located in London, so I had the option of either going back to H&M head office in Stockholm or perhaps finally dare to try my own wings.

Q: Name some of your favourite sustainable brands right now?

A: I think that unique, timeless design is equally as important as sustainably sourced materials. Preferably I want both, which is what we are doing with MIDBY, but it’s just as important that a garment is unique and well designed, of premium and durable quality. I love Comme des Garcons and Margaret Howell for this. I have a lot of favourite pieces in my wardrobe that are from H&M brands naturally, and I’m proud to have worked on developing sustainability within the H&M Group. They are at the very forefront with really great ambitions and goals.

Q: How would you inspire others to shop sustainably?

A: Well generally - shop less! And never ever throw away textiles into landfill. Be mindful about what you buy; do you really need it? Does it fit you and your style? Will you get a lot of wear out of this piece for years to come and is the brand you are buying from ethical? What are their sustainability credentials? Make an informed choice!

“Timeless, cool, chic and classic, premium quality, with 100% sustainably sourced materials and 100% transparency through the entire supply chain, ethically produced, packaged and transported t-shirts for women and men around the world”.

CATARINA MIDBY

Q: We love the timeless & seasonless approach with MIDBY. Is this the future of fashion?

A: I believe so. It doesn’t make sense to sell a piece at half price in the middle of the season, only to fit in a new collection in stores because we constantly need new stuff. Great style is about how you wear your clothes and how you manage to vary what you own as opposed to buying new stuff that you don’t really need. A lipstick and great shoes is often enough to update your look.

Q: Tell us about how and where your t-shirts are made?

A: They are designed for longevity and diversity with a minimum waste through pattern cutting thanks to our clever pattern constructor, using 100% sustainably sourced materials. They are sewn in factories in Portugal and Estonia where employees have excellent working conditions. These factories, as well as the dyeing houses and the label & packaging producer, all care about the environment. They treat and re-use wastewater, as well as use renewable energy. Our t-shirts are GOTS certified. We transport them by ferry and truck and when shipped to our customers we don’t offer next day delivery (but the more sustainable, slightly slower, option!)

Q: Who are your heroes and heroines?

A: Everyone who cares, who walks the extra mile, who keep asking questions and makes informed choices. In our industry it is the ones who refuse to compromise fashion for sustainability and the other way around. You can have both without overconsumption. Everything is about common sense and creativity.

Q: Favourite colour?

A: I love all colours. For my home and to wear I like to keep it simple and timeless so it is a lot of black, grey and beige.

Q: Describe how your favourite jeans make you feel in 3 words?

A: Modern, cool and comfy.

Q: Coffee or tea?

A: Roiboos tea all day and a cup of black coffee in the morning.

Q: Best pizza spot?

A: Homeslize in Neal’s Yard.

Q: Favourite city you’ve visited?

A: Mexico City or Tel Aviv.

Q: Best vacation you ever took?

A: Roadtrip with my sons from San Fransisco to Las Vegas.

Q: What book is on your coffee table right now?

A: Outline by Rachel Cusk.

Q: What was the last thing you bought?

A: A pair of black ankle boots from & Other Stories.

Q: Do you have any fashion regrets?

A: Of course! The worst one was a pair of great looking expensive knee boots from a famous fancy brand that were made in “sustainable leather” (meaning plastic and so uncomfortable!)

Q: Do you shop for vintage and if so, what are your favourite thrift stores?

A: I don’t really buy a lot of vintage but one shop that I am always excited to browse through is William Vintage in Marylebone. In Stockholm I like Judith’s Second Hand.

Q: Favourite restaurant in Stockholm?

A: Sturehof.

Q: Tell us one thing that people might not know about you?

A: I am not very secretive…Can’t think of anything.

Q: What or who would be your dream collaboration?

A: One of the H&M brands. I need the support and production expertise.

Q: If anyone, alive or dead, could wear your designs, who would it be?

A: Carolyn Bessette Kennedy, sadly dead. I had a style crush on her when she became famous for marrying John-John Kennedy. I even wrote articles about her and her style for the magazine I was at. She still inspires me.