The Bregott Factory, Sweden’s longest-running advertising concept, is celebrating its 30th anniversary with a unique art collaboration.

Partnering with Handarbetets Vänner, a leading textile school, Arla has launched ‘KOllektionen’—a series of garments where everyday stains are transformed into embroidery inspired by the iconic cows of the Bregott Factory.

• For 30 years, the cows have stood for simplicity and authenticity in a hectic world. Turning their spots into embroidery felt like a natural step, says Anna Bramert, Brand Manager for Bregott at Arla.

Students at Handarbetets Vänner collected stained garments and reimagined them with traditional and modern techniques, including gold and silver embroidery, appliqué, and free embroidery. The result is twelve one-of-a-kind pieces celebrating both the cows’ spots and life’s inevitable marks.

• Instead of seeing stains as a nuisance, this project treats them as opportunities to create something new and valuable, explains Minna Engström Heino, Head of Education at Handarbetets Vänner.

‘KOllektionen’ will be exhibited September 25–27 at Handarbetets Vänner’s premises on Djurgårdsslätten, with pieces available for purchase to support the school’s activities.

 The initiative will also be showcased on social media, while embroidery templates and iron-on patches inspired by the Bregott Factory are being sold in Arla’s webshop.

Read the full press release from Arla HERE

Photo: Arla
By LWM