Our Story
The dream of starting my own fashion brand began when I, Sanna Jörnvik Déman, was just 8 years old, cutting and pasting from my mom’s fashion magazines. It was a spark that’s never fully extinguished. I started studying fashion design in high school, but I soon changed direction and switched to economics. While my love for fashion always lingered, I realized at that time that it wasn’t the right path for me.
I went on to build my career as an influencer, and if you had asked me back then what my dream job was, I would’ve told you it was creating my own collections for other brands. After five design collaborations, I quickly learned that this wasn’t my true dream. What I longed for was to build something of my own. A brand where I wouldn’t have to compromise. And that’s when the idea for SJD WARDROBE was born.
Founded by Sanna Jörnvik Déman, SJD WARDROBE is an independent fashion brand where quality, integrity, and timeless design come first. Here, I invite you into my wardrobe—a space without compromises. Every garment is crafted with the utmost care and attention, made exactly how I envision it. No shortcuts. No compromises. Just pure, well-thought-out design.
You can read more about my journey as founder and creative director in our Members’ Lounge.
OUR BELIEFS
We believe in creating pieces that are both timeless and contemporary, blending longevity with trend-consciousness. We choose sustainable materials like wool, and other carefully selected fabrics, to ensure our clothes last season after season. Our goal is to offer you high-quality, durable pieces that you’ll love for years to come.
While we pay attention to overarching trends, we also infuse our designs with a touch of timeless elegance, ensuring that our clothing maintains its charm and longevity. Our pieces are made to evolve with you, outlasting the fleeting cycles of fashion. At SJD WARDROBE, each garment is built to last—and to be loved—for the long run.
Our VISION
At SJD WARDROBE, our vision is simple yet powerful: to create products that celebrate and empower women, while fostering a sense of community among them. We believe in uplifting women, providing them with clothing that makes them feel confident, strong, and part of something larger. We want to prove that it is possible to run a successful business built on soft values, even in a world where they are often overlooked.
We live by the belief: “Treat others the way you want to be treated.” This fundamental principle guides our journey, from design to production, and is at the heart of everything we do.
Mission
Our mission is to contribute to a more sustainable and inclusive fashion industry through carefully selected processes. We aim to spark a larger conversation about the fashion industry’s impact on the environment, economy, and society. By paving the way for new processes, we are determined to center the environment, people, and economy in everything we do, ensuring that our actions make a positive difference in the world.
At SJD WARDROBE, we believe that style can be a force for change. We are dedicated to creating a brand that leads with integrity, innovation, and a deep respect for both people and the planet.
Sustainability at SJD WARDROBE
At SJD WARDROBE, sustainability isn’t just a buzzword—it’s a way of life. We believe that fashion should not only look good but feel good too. That’s why we carefully choose materials and processes that are as kind to the planet as they are to your wardrobe. Every piece we create is made with love, care, and a strong commitment to making a positive impact.
We’re dedicated to using sustainable fabrics like wool, organic cotton, and eco-friendly materials that stand the test of time, season after season. Our goal is simple: to offer you timeless pieces that you’ll cherish for years, without ever having to compromise on style, quality, or sustainability.
It’s all about thoughtful design and mindful choices. From the way our clothes are made to how we package them, every detail is considered with the planet in mind. We’re proud to be part of a fashion movement that values both beauty and responsibility, creating a future where looking good and doing good go hand in hand.
Together, we can make fashion that feels right inside and out. Thank you for joining us on this journey.
Celebrating All Body Types
At SJD WARDROBE, we believe that every body is beautiful. Our vision is to create clothing that embraces and celebrates the unique beauty of all body types, because fashion should never be about conforming to a certain standard. Instead, it should be about feeling comfortable, confident, and authentic in your own skin.
We are passionate about designing pieces that fit and flatter every shape, because we believe clothes should adapt to the body, not the other way around. Our goal is to create garments that make you feel seen, respected, and empowered, no matter your size or shape. Every body deserves to feel beautiful, and we’re here to make that a reality.
We don’t believe in rigid beauty standards or unattainable ideals. Instead, we embrace diversity and inclusivity, creating clothing that is designed to fit and move with your body, celebrating it just as it is. When you wear SJD WARDROBE, you’re not just wearing clothes—you’re wearing a statement that says beauty is in every body.
Why Our Pieces Are Worth the Investment
At SJD WARDROBE, we don’t just create clothes—we create pieces of art. Every garment is carefully crafted with dedication, precision, and a deep respect for quality. Our designs are not mass-produced; they are made with care and attention to detail by artisans and designers who are passionate about their craft.
The higher price point of our garments reflects the many hours of work and expertise that go into every piece. From selecting the finest fabrics to perfecting every stitch, we ensure that our pieces are not only beautiful but built to last. These garments are created by people who pour their heart and soul into their work, committed to making something truly exceptional.
Our pieces are designed with timelessness in mind, so they can be worn season after season. This long-lasting quality means that your wardrobe becomes more sustainable over time. By choosing carefully crafted clothing that transcends trends, you’re building a wardrobe that doesn’t just last—it contributes to a more sustainable fashion future.
When you invest in SJD WARDROBE, you’re not just purchasing clothing; you’re acquiring a masterpiece of craftsmanship that will serve you for many years, offering you both style and sustainability. Together, we can create a wardrobe that’s as enduring as the pieces we create.