I studied economics, marketing & design at school and university. It has been a goal for me to start my own business. When I got my first kid, I wanted it even more. It got more important for me to have control over my own time. At the same time, I realised there were NO great socks that stayed on my kids feet! SO, I decided to make Lillster socks that stay on all tiny feet. I wanted to make them as sustainable for the environment as I could. The fact that they are made in a factory in Sweden and that every Lillster sock has it’s own character and tell the world that all stuff has a soul, is my contribution to a more sustainable shopping philosophy. I want to encourage people to shop wisely. I wanted to give socks a greater meaning. I don’t believe that you need like 30 pair of socks, not if you have great ones.
Best Turn tube sock – Lillster wool 2.0 99sek
WHAT’S YOUR FAVOURITE PART OF YOUR JOB?
The contact with my customers and follwers on Instagram. OH MY GOD, the love I get there every day. AND, the fact that I can do whatever I want. I’m impulsive and it’s super fun to come up with an idea in the morning and in the evening it’s reality. I can be as creative as I want and I set the rules. In my world, Lillsterworld, that’s quite badass 
HOW DO YOU BALANCE PARENTHOOD AND WORK?
My initial feeling was to answer: I don’t.
One thing though. I have set the rule that I don’t take photos of my kids for Instagram and marketing while we just hang out. That doesn’t work for me. The feeling of always having to take nice pictures of my kids, stresses me out. The fact that our three-year-old always gets dressed completely by herself may also have something to do with that decision. Her style is flawless and I LOVE IT but maybe not always suitable for Instagram, haha. Dad has flexible work as well and that’s super. Now we have a 6 month old little girl that sleeps quite a lot during the day. I work when she sleeps and the big girl is at pre-shool. The house might look like a mess, but I can manage to shut my eyes for a while.
Blue Skater knee socks – 99sek
WHAT ARE YOUR WORK ESSENTIALS?
Computer, phone, coffe and a Pantone color map
WHERE DOES YOUR INSPIRATION COME FROM?
Kids & humour are my main inspiration sources. If the kids like it we have a winner. The concept of Lillster and Lillsterworld is that each sock-collection is an adventure to different parts of the world. Therefor a lot of inspiration comes from places I want to visit and places I love. All the Lillster socks have a retro feeling, that’s because one of my feet will always be stuck in the streetwear culture. And, that’s a place I want to stay.
WHAT ADVICE WOULD YOU GIVE TO ANYONE STARTING THEIR OWN BUSINESS/COMPANY?
Believe in yourself and make the world understand why your idea is the best there ever was. Have patience. You may not be able to get a full salary for a while and that’s not because your business is doing bad, that’s just because thats how it is starting your own company. Connect with other people that have their own businesses. It’s very nice to to chat with others in the same situation. Especially in set backs. Ask for help. Focus on the things you are good at and outsource, if you can, the things you are less good at. Focus on one thing and aim to be best in that field. Go for it!
Filipa the Van – Knee High Skater, 99sek. Image by @elinfrelin
TELL US ABOUT YOUR PRODUCT, WHAT SETS IT APART FROM THE REST?
Lillsters socks STAY ON tiny baby feet. They are designed with one foot in the streetwear department, one foot in the humour department and a head in the kids fun department. In Lillsterworld socks are more than soulless stuff that you buy and throw away faster than a blink of an eye. Every sock has it’s own personality and an individual story. When you buy a Lillster sock you get a whole world.
DO YOU HAVE A WORK UNIFORM, OR ARE YOU “WEAR WHAT I WANT”?
In Lillsterworld we only wear socks. Nothing more, nothing less. Sometimes I go for jeans and a t-shirt. For now though, with my 6 month baby, my work uniform is my pyjamas
WHAT’S YOUR RESOURCE FOR KEEPING UP TO DATE WITH YOUR INDUSTRY?
Instagram!!
Peachy Coral Tube – Lillster, 99sek
HOW DO YOU SWITCH OFF AFTER A DAY “IN THE OFFICE”?
I go to the gym and then I go for: Chips, netflix & chill! If I have the opportunity I don’t say no to a beer. I should not and will not forget my kids
They are my main reason to switch off my work mode.
WHAT ARE YOUR HOPES AND ASPIRATIONS FOR YOUR BUSINESS?
Number one sock maker. When someone needs socks, Lillster is what should be popping up in their head.