Jemma Swatek, Designer and creator of Lykke Wullf

‘….Her holistic approach to both fashion and life allow her to draw influences everywhere including favorite musicians and fellow artists; From a small, Danish fishing village, to the vibrant California deserts Jemma continues to finds inspiration in the lush landscapes surrounding her……

In the spirit of beauty/art/expression/empowerment/inspiration, allow me to introduce you to Jemma Clare Swatek. England born, Denmark raised, LA by way of SF designer and creator of women’s apparel line Lykke Wullf.

I discovered this incredible lady through Instagram, (duh) because everyone I follow seemed to be talking about her and wearing her clothes. Naturally, I checked her out…..And loved what I saw.

An incredibly talented artist woman doing it in her own way. Designing and making clothes in inspired collections, using interesting colors and fabrics, using totally unique patterns, and featuring models who appear to be fellow babes from her No Basic Bitch Girl Crew.

This I can get behind. I thought an HTHG Interview was definitely in order, to introduce you to Jemma if you don’t already know about her. And hopefully, through osmosis over the interwebs, we can catch some inspo from her words and photos to enrich our own lives with more artistic beauty. First off, a few notable facts……..Lykke Wullf means happiness wolf, and the line was named after her mother.

Her No Basic Bitch tee is my favorite, and I want all of us to have one.

Her Lykke Wullf overalls are legendary.

Lykke Wullf has a Kids Collection. Yep.

I love the vibe of her photos, very real life, very artistic, very No Basic Bitch. Follow her on Instagram and you will see what I mean:)

HTHG Interviews Jemma Swatek.

1. What do you call yourself?

Lover of everything pretty ugly, artist.

I like things that are not perfect pretty I think sometimes weird things are really beautiful, like gap teeth, freckles, super curly hair, an odd combination of clothes, like you just threw on a bunch of things lying around your room….

2. If you could manifest your destiny, what would your life look like in 3 years?

Lykke Wullf will have a store in a cute neighborhood in LA and I will have a workshop in the back where I can work on designs, custom make things for people and play with dying and printing fabric. And I’ll have a dog that hangs out at the shop and be able to hire some of my very talented friends to help me. I really want to design a store that is comfy and sells similar small designers

3. Where do you go to get inspired to create?

Sometimes I like to just people watch, sit at a cafe somewhere. I am way more inspired by street style than what any other brands are doing. I also love nature and vintage hunting.

4. Where do you get free?

I love nature, the beach all of that. But my favorite is driving up highway 1 to Big Sur the whole vibe and coast is just so incredible.

5. What project are you most excited about for 2015?

Just making new things that make my customers happy and getting to collaborate with more talented people on shoots!

6. What is your message to the masses, and how do you communicate it?

It’s less is more, buy one special thing rather than a lot of cheap things! Support what you believe in and don’t buy things made in sweat shops, there are so many talented people making things in the USA support that. I probably need to promote that more.

7. If you could start a riot, what would you be rioting for?

I don’t really like rioting, I do believe there needs to be change, so much change but I want to be peaceful and work on the way I live and do things I want to be the best person I can be and cause change by spreading the love, not letting the things that are wrong with the world get me down or change the way I do things.

Live life authentically and support others who are trying to do that, there’s a balance that needs to happen so everyone can live there life in the way that they want without hurting others or the environment. I am an environmentalist and feminist.

8. Tell me about your hair. What is it like? What do you love about it? What is your general routine with it?

My hair is nuts!!! I had a lot of problems with it, it’s wild. I try lots of different things but my basic routine is trying not to wash it very often but when I do I just put some good leave in conditioners and oils in it and let it air dry, maybe blow dry my bangs. I just cut my hair short but before I was all about braids bc It looked good and then when I take them out my hair would have perfect waves.

9. What are your top 3 beauty products.

I am constantly trying new things, but I have to have a good face wash, right now I love the Alba toxin release scrub, and then I make my own toner with purified water tea tree oil and lavender oil and then I have to put on a face oil, right now I am using almond oil.

10. Zombie apocolypse, you can take 5 things with you. What do you bring?

Well I really hope that doesn’t happen I actually have a lot of apocalyptic dreams though…. Let’s see comfy clothes, probably my Nico Velvet bells for sure or some overalls, cowboy boots or chucks, a baseball bat, chainsaw, I don’t know!

11. No Basic Bitch Girl crew. Who is in it, who do you want to invite, and what do you hope to accomplish with your babes?

Every bad ass girl who wants to join, I love seeing girls wearing the patches and T’s !!! Right now I am kinda obsessed with Nikki Lane she needs to be in it and have a pair of my overalls for sure. I just think it’s fun to have a girl gang that’s all over the country and world !!! It’s just a way of connecting! But I am trying to organize a monthly DJ night with lady Dj’s and bands where we can all get together !

12. Favorite album of all time.That’s hard but def rolling stones, its between Beggars Banquette, Sticky Fingers and Some Girls….

13. Vision quest, where do you go?I love the dessert and some pretty amazing things have happened when I have been out there, like my 30th birthday I went on a desert scavenger hunt with my roommate and we got lost in Joshua tree state park deep off the trail, no water left, no cell service. It was awesome!!! Thanks Jemma for everything! Friends, keep your eyes on this one.

VIVA Lykke Wullf and The NBB GIRLCREW. xoxo, HTHG

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