SANDERSSON LOS ANGELES
Meet Jenny Sandersson; a restless soul that’s always looking for new adventures. She believes that the secret to happiness is seeing the world as a playground and she wants to play :)
Tell us what got you started with art and spraying?
I started painting about 10 years ago. I just tried it one day and realized that I loved it.
When I gained more confidence I got into graffiti and spraying. I find it a bit bold to use graffiti as art and I loved the way it made me feel, like a cool street artist. Today Jenny has her own brand Sandersson LA.
What is your take on fashion / art and what role does the two play in your life?
I never knew much about fashion or was particurlaly interested in it.
I was always more of a sports/fitness person which today is still a big part of my life.
Living in LA with a moviestar forced me to learn and be in the fashion scene. In the beginning I hated to had to have to try too hard to put myself out there. I wasn't comfortable and didn't want to show off anything. I felt that many people were trying too hard to fit in and that I was supposed to do the same. I realized with time that all that had to do with low self-esteem and did my own thing without having to be like anyone else.
Getting into the fashion World has been something very exotic and cool for me. Spraying on jackets gave me the feeling that I could combine art with fashion in my own way without having to follow a certain trend or style.
With spraying I started to learn more about my self as an artist, my style, gaining more confidence and becoming more of myself.
Fashion and art for me has to create an emotion. It has to be different and not fit into a certain cut or shape. Most importantly it has to be a street vibe. The simplicity of the street mixed with high fashion and originality. I would call it anti fashion. A fashionable anti fashion fashion brand. :)
Trends are mainstream and I keep track but take the best and make it street. I love vintage for obvious reasons. It's worn, distressed and not made in bulk. It's so much easier to be unique with vintage.
What message do you wish to send to your audience with your brand?
Dare to be outside of the box. Don’t be mainstream.