Hello Hilde, would you like to briefly introduce yourself?

My name is Hilde Stiegler Rubecksen and I am the founder of the womenswear label Ordinær by Rubecksen. I have a Master's degree in Womenswear from the Royal College of Art in London, where I worked for several years before returning to Norway a few years ago.

A very obvious question to start with: What does "Ordinær" mean and why this name?

"Ordinær" in Norwegian means something like ordinary or everyday. I really like this word because it encompasses the banal and normal—and at the same time makes the potential beauty within it visible. I'm interested in the point at which something tips from the ordinary to the extraordinary. For me, the "O" also represents a space that can be filled. The name was deliberately chosen to be open-ended.

When did you found your label – and what motivated you to do so?

I founded Ordinær in 2016. I love designing, creating beautiful things and textiles, but at the same time, I have a strong fascination for reusing materials and existing resources. This tension between design and recycling was a key impetus for my own label.

How large is your team currently – and how important are small structures to you?

At the moment I work alone and bring in support on a project basis. In the long term, I'd like to be part of a small team. I thrive in small structures, perhaps because I've mostly worked in smaller companies so far.

Do you sell your collections primarily online or in brick-and-mortar stores?

Both. Direct online sales are important, but I value physical stores just as much. Being able to see, touch, and try on clothes is crucial for many people – ideally, both worlds complement each other.

How do you perceive the sustainable fashion world in Norway?

Interest is growing, especially in children's fashion. At the same time, many consumers are still hesitant to consistently choose sustainable fashion. We're already seeing this shift clearly in the food sector – I hope that a similar awareness will continue to take hold in the fashion industry as well.

What challenges do you repeatedly encounter?

A major issue is production volume. Many fabrics and production processes require minimum quantities that are difficult for small labels to meet. I therefore have to be very selective and reuse fabrics multiple times. Finding sustainable supply chains and raising customer awareness of the importance of sustainability also remains a challenge.

How did you become aware of Lebenskleidung?

Through my online research for sustainable fabric suppliers.

What does sustainability mean to you – professionally and personally?

Sustainability is multifaceted for me. It manifests itself in the choice of materials, in working conditions, in durability, and in the respectful use of resources. I am particularly fascinated by the idea of ​​transforming something seemingly useless into something desirable – as part of a true circular economy.

How important is networking to you?

I occasionally attend Première Vision in Paris, but overall I rarely participate in trade fairs. I would like to expand on that in the future – primarily to make my label more visible.

Finally: What would your ideal consumer landscape look like?

Timeless, high-quality, conscious. Less, but better. Products that last, age well, and create an emotional connection. And customers who share these values ​​and are willing to take responsibility for them.