The Assembly Line is a Swedish pattern line that has garnered a lot of attention in a short amount of time. The modern minimalist aesthetic jives well with what a lot of Swedish designer brands offer, so TAL has definitely located a gap in the sewing pattern market.
Plus as a fellow Swede, I’m very excited to see Swedish pattern companies breaking new ground and also doing well outside our (small) country. So I interviewed the brand founder Anki to learn more about the company!
Tell us about your background and what made you start The Assembly Line?
I have a background in marketing, as a copywriter and creative director working for several companies, for instance, shoes and children wear business. I’ve also had my own interior decorating company for many years.
The idea of was born a Thursday night in the spring of 2017. I was attending three weddings and several big birthday parties and I really wanted to sew my own clothes for these occasions. I love the simplicity and detailing of many Swedish designer brands, but I couldn’t find Swedish sewing patterns that fit that aesthetic.
And while I enjoy sewing, I don’t want to spend lots of time drafting or modifying patterns. Then it’s a long process before the actual sewing starts, and patience is not one of my character traits! I want things to be quick, simple and guaranteed to look good!
How would you describe your aesthetic?
Scandinavian and minimalist. Not trendy, but modern, contemporary.
You began by selling patterns with only one size in each. What was the thought process behind that decision?
The aim was to appeal to both dressmakers and to those who have not considered dressmaking as an alternative to shopping at the big fashion chains. So my aim was simplicity, that The Assembly Line’s offer should be simple and well thought out.
Which means that the customer can order a sewing-kit with pattern, fabric and notions with just a few clicks. And of course you can but the things separately too. The idea is to buy one size with the correct amount of fabric for that particular size.
That said, we have adjusted our offer and now you can also buy multi-size patterns since so many requested it. But I’ve stuck to my initial idea of simplicity, so the pattern pieces are still separated so that cut out your chosen size from the pattern paper.
What’s next in the cards for The Assembly Line?
I’m planning to make a pattern collection for men too!