Newtown House’s customers have voted with their purchases and made The Cuff Top the most popular Assembly Line pattern we offer - by a country mile.
Anki Josefsson is the director and very creative mind behind The Assembly Line pattern company. From apron dresses to cuff tops and “almost long trousers”, the clean designs of The Assembly Line have made fans of sewists around the world. We wanted to hear more about the backstory of The Assembly Line, so Anki kindly answered a few questions for us.
NEWTOWN HOUSE: Please tell us how you got started with The Assembly Line ... and what was the work you were doing before you started it? How old were you when you learnt to sew? Have you always had a wide creative streak?
The Tulip Dress is just one of the terrific, versatile patterns offered by The Assembly Line.
ANKI JOSEFSSON: The Assembly Line was founded in spring 2017. I have previously been working as a copywriter and creative director in different companies (shoes, children's clothing etc) and for many years I have "co-run" my own business within interior accessories with a friend.
I learnt how to sew from a very young age. And my mother ran a fabric store in the basement of our house so there was no lack of material. All children in Sweden have sewing classes in school so that's where I learnt even more. And in my teenage years I believe I made the clothes for every party I was attending...not always beautiful sewing but creative garments! :)
NH: Where did you get the idea for The Assembly Line, and how challenging was it for you starting out? And where does the name come from?
AJ: The idea came from my urge to sew but not (ever) finding the patterns I wish for. I had several weddings and anniversaries to attend and I wanted to make my dresses for those occasions. I have been sewing a lot but I'm not a trained pattern maker so I usually have to buy the sewing patterns. And also, I really like the simplicity and quirky details that I can find with many Swedish brands that sell ready-made garments but haven't been able to find that kind of sewing patterns on the Swedish market.
The garments should be easy to create (even for a non-professional!), with a guaranteed high-end result. No more unfinished sewing projects in the closet!
The name alludes to customers being invited into the production chain (and fortunately ’line’ also means a collection within the fashion industry).
NH: Your patterns are composed of classic shapes and flattering silhouettes that will suit people whose skills are still developing. What's the one big message you'd want to give people who are trying to get started in sewing or other creative endeavours?
AJ: Don't take it (or yourself!) too seriously, there is no wrong or right - it doesn't have to be perfect! Just do it. Swear if you must, take a walk and cup of coffee and then get back on to it.
NH: How do you spend your days, these days?
AJ: Trying to juggle a small business takes all day. I spend most of my days in the studio taking care of orders, planning for new garments and photo shoots, communicating with customers and retailers. Try to squeeze in a bit of marketing as well.
NH: What inspires you? And which aspects of your work do you most enjoy? And how do you power through the less-fun parts?
AJ: People inspire me. Love being in a city and just looking at people. There are so many styles and personalities! Fashion is all about self-confidence, I think - believe in yourself and what you're wearing and it will all look fab!
Nature also inspires me. Love being on top of a mountain or near the ocean. Or hiking in the forest. Peaceful!
Of course it is the creative process that is most fun: planning for new garments, sewing. It's also an ego boost to get positive responses from all those fun, talented, creative dressmakers out there.
The less-fun parts? I just do them. Most often first thing, saving the goodie parts as a reward.
NH: What is ahead for you and The Assembly Line?
AJ: I'd love to make a collection for all those sewing men out there.
NH: Businesses like yours are very inspiring for people who are hoping to embrace the ideals of slow fashion - either by making their own clothes or buying one-off, handmade garments. Can you tell us a bit about your approach to slow fashion, and perhaps a bit about the change you hope to see as a result of people starting to really grab hold of these concepts?
AJ: I believe that awareness is the key. To sew one’s own clothes is a conscious choice, both for the person and the planet. Therefore my approach or the aim with The Assembly Line is to attract not only the people that already make their own clothes but also the ones that hitherto overlooked sewing as an option to the ready-made garment.
To do this I also think home sewing needs to be taken to another, “cooler" level - to attract young people, old people, men and women. There should be something for everyone. And it has to, for real, be an alternative to the ready-made garments found on the High Street.
(I have to tell you that in Sweden we "crown" a yearly Christmas gift; i.e. the gift that is seen/guessed to be the most purchased gift that year. And in 2018, it was the second-hand garment. Isn't that fantastic!)
NH: Tell us about your favourite meal - and perhaps if you are willing please share a favourite recipe!
AJ: Oh, a bit addicted to this pumpkin and potato gratin.
NH: What is one thing about you that might surprise people?
AJ: I'm an extremely good at parallel parking. Always make it on the first try!
Looking for some inspiration from sewists around the world? Have a look at a few key Instagram hashtags here:
Cuff Top: #cufftop and #talcufftop
Apron Dress: #talaprondress
Almost-Long Trousers: #talalmostlongtrousers
Tulip dress: #taltulipdress