A Design DNA Takes Shape
Founder's Letter
The greatest compliment I can receive as an independent designer is for people to recognise my visual DNA. I would even say that it is more valuable than simply remembering my name. After all, a name can be placed on almost any product – including those you didn't create yourself. A distinctive design language, however, is one of the strongest ways for a brand to stand apart.
For me, it has never been about reinventing the wheel. It has been about developing my own conceptual DNA. Over the years, Hymness has evolved into a subtle yet recognisable design language, where recurring details create the visual identity that defines the brand today.
A visual identity that has unfolded alongside my own personal growth. In many ways, Hymness has matured with me. It has become part of my own story. A story shaped by a growing awareness of who you are, the values you stand for, and what you choose to leave behind.
Less is definitely more.
The diagonal line has become one of the most recognisable design details in the Hymness collection. It appears throughout the collection, yet it actually began as a functional solution with a subtle twist when I designed the Tara Tote. A bag that has gone through years of refinement — and remains the most thoroughly developed design I have ever created.
The First Steps Towards a Design DNA
If we take a small step back to the very beginning of Hymness, it all started with a belt bag. Jada. An oversized bum bag crafted from the softest chrome-free lamb leather, created from a need I had myself.
Even then, the design philosophy that still defines Hymness today was already there. Simple Nordic design. Sensory materials. And a conscious decision to create with less chemistry.
The Diagonal Line
The Beginning of Hymness' Signature Bag
The very first Tara Tote, like the other early Hymness designs, was created to solve a real, practical need.
The response came quickly. When a design feels right to me and is embraced by others at the same time, I know there is something worth refining even further. A continuous process where construction and details are carefully developed — never overworked — always guided by real customer needs and everyday use.
Later, when I moved production to Europe, Tara Tote underwent a significant transformation. The craftsmanship, materials and construction elevated the design to an entirely new level without compromising what made it special from the beginning.
Without even realising it at the time, the diagonal line became the detail most people now associate with Hymness. What started as a functional solution with a subtle twist gradually became a natural part of the brand's design DNA.
Even the smallest details take time to develop. The right shape. The right proportions. The right construction. The right technical solution.
To me, details are never purely aesthetic decisions. They are an essential part of both functionality and the overall user experience.
The combination of function and aesthetics has always been deeply rooted in the way I design. Beautiful materials, thoughtful details and carefully considered surroundings create a sense of calm and joy. But aesthetics without purpose quickly become unnecessary decoration.
That is why I create products where function, quality and aesthetics work together. It is the design philosophy behind Hymness — and the approach that shapes everything from the very first sketch to the finished product.
Perhaps that is why a design DNA only emerges over time — through experience, conscious choices and the courage to stay true to what feels right.
People often say that the simplest designs are the hardest to create. Finding the balance between simplicity that stands out and the right level of detail.
Strong design is the result of countless decisions. From the very first line and the construction to the materials and the smallest details. A balance that must both stand apart and offer genuine everyday value.
Today, many products look alike. Collection after collection. Season after season. An industry driven by overproduction, where price too often outweighs quality and responsible choices, fuelled by a constant demand for novelty and sales growth.
I believe we will always need inspiration. Not only creatively, but also to better understand how to choose better products. Because the goal is not to buy more — but to buy better. And when we buy better, we often find ourselves buying less.