PATRICK STANGBYE

Creative Director

Oslo, Norway-based Patrick Stangbye works at the intersection of culture and product. From a fascination with the tactility of product at a very young age to now working on research-based strategy, he finds most of his time occupied with studying movement and multimodality of product.

Currently, he works with suppliers and innovators who are developing modern functionality solutions suitable for activity and everyday life.

Contributor: Adam Katz Sinding

What initially drew you to the fashion industry?

I’m a product person. I deeply care about how they interact with us in our life; both functionally and aesthetically. My grandfather used to sell textile. The back of his wagon was full of fabric and I somehow found an interest in it from a tactility perspective. I remember wanting a pair of denim due to its stiffness and weight. It was not about the brand, but what it communicated to me. I must have been five years old.

Being able to look at product in such a way is unique. As you continue to combine product and culture in your career, what are some opportunites or challenges you face?

I think there is a lot of supply chain issues in general post-pandemic. Boring stuff to some, maybe, but shipping prices are through the roof. So, producing stuff closer to where it’s sold, or making sure that the ingredient in a product are coming from somewhere nearby a factory. Or maybe, shipping to the final customer is also done from close to the factory. These are the things that will be important both from a cost perspective, and also sustainability.

On top of that, there are great opportunities now with fabrics in terms of doing better product which will last longer and do better for the planet than previous or current alternatives.

Do you see companies embracing the fundamental ideas within sustainability; going beyond just marketing buzz?

I think some genuinely do. I went to some panel talks with professors from universities and government bodies in the EU a few weeks ago and it seems some big players push for change, while others are just sitting around waiting for legislation.

Compared to advances in sustainability efforts seen in European countries, where do you see the biggest growth being made in the US?

I think California is among the strictest for sustainability laws, but things are changing fast everywhere. A lot of current fabrics might not be possible to use 10 years from now. We see a lot of investment in new gen fabrics, which I find comforting myself.

Since sustainability is a catalyst for change, do you think the industry as a whole has evolved?

I’m not sure it truly has evolved. I’m failing to see any clear markers on a proper evolution. A lot is more based on ecommerce today rather than 15 years ago, so that is maybe the most evident evolution. It affected how retail is currently looking, but algorithms also affected how stores buy and decide what to sell.

Currently, some elements of the industry are struggling. Maybe due to overexposure or a push for too fast growth, but also a lack of connectivity to what people really need and desire. I hope brands and brand owners find a way to connect to things that have meaning for people in their life.

How could brands bring more to their offerings?

Build something based on a narrative that holds meaning to you. I do also genuinely think there are a lot of narratives we are not seeing as the industry and positions within it are being gate kept from people with diverse backgrounds. The same stories are being reaffirmed over and over again and might not offer too much value to a larger part of our society. Build something that truly inspires you and don't just look at what your colleagues or competitors are doing.

Any staple clothing item or accessories?

I suppose I must say a technical cap. A modern version of a 5-panel. I wear caps a lot when I run to keep my hair in place. I also love how it can dress down something slightly more formal.

I’m not too big on accessories, but I love a packable bag to bring home whateverI found out I might need, maybe groceries or fresh bread.

It’s hard to get away with picking one favorite, but I’m sitting here in a unbranded 100% yak wool knit that is a favorite through winter. I also love a good pair of technical trousers for comfort and movement.

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