Viking Magazine - March 2015 - 38

Q&A
Reinventing a Classic
Meet Johan Ringdal Founder and Creative Director of Oslo-based
lifestyle brand, SWIMS.
BY SARA SCHLUETER
ashion meets function
with Johan Ringdal's
colorful reinvention
of classic black galoshes.
Inspired by living in the fashion
conscious, but often times rainy
New York City and Paris streets,
Ringdal decided to create a
stylish galosh. He attended
Parsons School of Design and
launched SWIMS in 2005.
Initially focused on galoshes,
the brand has since expanded to
rain boots, loafers, outerwear
and accessories for both men
and women in trendy colors.
Viking caught up with Ringdal
to discuss his inspiration,
designer collaborations and
new products.
F
Q What do you think about the
success of SWIMS?
A The success is due to a great
group of talented people that
work behind the scenes with
me. Our amazing investors are
also a key component-they
believed in our idea from
the beginning and still carry
our products today. When I
created SWIMS, I hoped to have
success, but I am very pleased
and surprised that it has come
as far as it has!
Q What has the response
been like for SWIMS on an
international level?
Q What inspired you to create
SWIMS?
A When I attended Parsons in
Paris and New York, I often
wore my grandfather's galoshes
over my sneakers to protect
them from bad weather. When
I eventually wore them out
and couldn't fi nd a new pair
that felt modern and fresh, I
thought I'd try to reinvent this
classic product. I dove straight
into the creation of SWIMS
right after fi nishing Parsons.
Coming from an entrepreneurial
family has infl uenced and
encouraged me to take a leap
at a young age.
A It has been very interesting!
Whereas we are known for
our galoshes and all-weather
outerwear in Scandinavia, the
Middle Eastern countries know
us as a more summer-inspired
brand because of our loafers.
Our loafers have become a huge
success internationally and can
be spotted in the top holiday
escapes in southern Europe.
Q What do you hope the brand is
known for?
A At the end of the day, I
hope our customers feel that
SWIMS solves a problem,
whether it be bad weather
or functional issues. I hope the
brand is known for not only
water-friendly products, but also
for reinterpreting classic shapes
with innovative materials that
38 VIKING MARCH 2015
sonsofnorway.com
make them both fashionable
and functional at the same time.
Q What was it like to collaborate
with top designers, such as Armani
and John Lobb?
A Doing collaborations, such
as the ones with John Lobb
and Armani, is very exciting
and also requires a lot of hard
work to ensure a successful
partnership. The key to a
successful collaboration is
an exceptional partner that
both shares your values and
compliments your brand by
making a unique product. These
are rare to come by, but we are
always looking for the next
great collaboration.
Q What does the future of SWIMS
look like?
A The future of SWIMS is a
complete lifestyle brand. As
of spring/summer 2015, we'll
have a full summer offering,
including swim shorts, polos,
t-shirts, luggage and towels.
Name: Johan Ringdal
Title: Founder and
Creative Director of SWIMS
Origin: Oslo
Check out swims.com to
fi nd where products are
sold near you, and follow
SWIMS on Facebook,
Twitter and Instagram.
PHOTO BY AXEL J. BAUER,
http://www.swims.com http://www.sonsofnorway.com
Viking Magazine - March 2015

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