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This is how I choose products for More Malmo – with my heart as my compass
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This is how I choose products for More Malmo – with my heart as my compass

Choosing products for More Malmo is never a coincidence. It is an emotionally driven detective work, where intuition, curiosity and persistence work together. I don't look for what everyone else has – I look for what says something. Something that evokes a feeling. An aha! or an oh!

It starts with a crush

When I see a product that truly belongs in More Malmo, I know it immediately. It could be a color that sings, a texture that feels like something out of a dream, or a craftsmanship that exudes love and precision. That small, subtle touch that makes me stop. I have to feel it for myself – because if I don’t, why should you?

Craftsmanship over mass production

I am drawn to the handmade, the small-scale. Products where the creator behind them has left an imprint – sometimes literally, like a brush stroke or a stitch that is not quite perfect. That is where the soul is. I am constantly looking for brands and creators who work with natural materials, non-toxic colors and respect for both people and the environment.

One example is LAURE DERREY – image consultant and designer behind an ethical fashion brand made in Paris, where timeless elegance meets sustainability. With a passion for Slow Fashion, she creates garments and accessories in carefully selected materials, often from surplus fabric from her own collections. It’s style with heart and brain – just the way I want it.

Or Olala Mia , who collaborates with Vietnamese artisans in villages where the embroidery tradition has lived on since the 17th century. Every stitch carries a story, and no machine in the world can replace the unique expression of their handiwork.

And then there 's Loom Fair Trade , which creates colorful silk necklaces made from 100% natural silk, handcrafted by women in Vietnam. Their work doesn't just produce beautiful accessories – it also creates livelihoods and keeps traditional crafts alive.

Color, shape and function

I have a weakness for color. The right shade can transform something mundane into something magical. But it’s not enough for something to be beautiful – it also has to be usable. A bag shouldn’t just look good, it should accompany you on adventures. A kimono shouldn’t just hang beautifully on a hanger – it should make you feel amazing.

The magic is in the mix

When I build the range, I always think about the whole. I want everything to feel like part of the same story – even if it comes from different parts of the world. Contrasts are important: soft meets austere, strong colors against neutral tones. There should be a depth and a calm, but also a glimpse of playfulness.


Finding the right products for More Malmo is a bit like putting together a collection of small works of art. It's time-consuming, but it's the most fun I know. For every thing you find in the shop, I've already fallen in love with it – and I hope you will too.

Want to know more about a specific product or the creator behind it? Feel free to write to me – I love talking about this.

💛 /Asa

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